Indians Knew the Concept of Branding Long Ago
It is not just you; it is also all who are associated with you that decide your overall image and position.
Our marketing professionals are well aware of this. That is the whole purpose of branding. You create a brand that has certain characteristics of its own—exclusivity, limited edition. Then, naturally, someone who owns that product also inherits these qualities associated with that product.
Dress, car, mobile phone, apartments, educational institutions—this is not a new concept.
मयूखैर्विना सूर्यः तेजस्वी अपि न शोभते
The brilliance of the sun is in his rays, which are associated with him. Rays have already left the sun and come down. You can't say that they are still part of the sun, but they are associated with the sun.
Like in a city, the mention of your hometown generates a certain impression about yourself:
- I am from Bangalore.
- I am from Asansol.
- I am from Marwad.
- I am from Nainital.
They create different impressions about you.
In branding also, there is a mutual relationship between the person who owns the product and the qualities associated with the brand. This is like the relationship between the hub and the spokes of a wheel—without the hub, the spokes cannot exist; without the spokes, the hub cannot exist.
अरैः संघायते नाभिः नाभौ च आराः प्रतिष्ठिताः
While the brand is being created, you have to associate it with a certain celebrity or a type of person.
- This is what Amitabh Bachchan wears.
- This is the car that Dhoni drives.
Then the brand acquires a life of its own. People want to get associated with the brand, and this becomes a mutual relationship.
At an individual level, it is not just you—everything associated with you also matters.
Your neighborhood, your friends, the school your children go to, what you wear, what they wear, your car, your watch, your mobile phone, places that you visit—even temples where you go, the language that you speak, the channels or movies that you watch.
The channel doesn’t belong to you, but you convey a certain aspect of your character when you watch a particular channel, a particular program, or a particular serial. The newspaper that you read—all of this matters.
This is common knowledge. I am just highlighting it and also saying that these concepts existed in the past as well.
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