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Ways to make your brand successful-Book review

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Editor: Anisha Motwani; Publisher: Rupa; Pages: 283;

In today’s age branding is one of the most important questions that are asked of a product. Even just to thrive in a competitive market, one needs a successful brand.

For Anisha Motwani, the idea for the book began with a simple question: How is it that in a diverse, challenging and often predictable market like India, a handful of companies are doing an excellent job of attracting consumers and creating business value for themselves?

To answer this, she began digging deeper. “I realised that most of the (successful) companies have done something out of the ordinary and, in the process, they have stormed and shaken up the market, transforming stale categories into vibrant ones.”

Motwani, a business strategist, speaker and columnist, developed that simple question into a book from which people could benefit. As she put it: “This book create(s) a reservoir of success stories that can benefit others who are equally hungry for knowledge.”

The book has categorised companies into three parts — entrepreneur, challenger and legacy.

It has included brands like PVR, MakeMyTrip, Radio Mirchi, Real, Tata Tea, Sprite, Axis Bank, XUV500, Kurkure, Honda Motors, Sensodyne, Idea Cellular, Ford EcoSport, Fiama Di Wills, Cadbury, Kissan, MTR, Raymond, Saffola and The Times of India.

The book, however, does not mention any technology brand.

It also talks about the whole gamut of challenges the companies face, both internal and external which often become stumbling blocks to growth.

“I felt that if the wisdom of this handful of companies could be made available to a wider public, it would help many more people, in turn, become winners in their own spheres,” she said.

While going through the chosen companies, she discovered that it was possible to put a method on how to learn from these brands, how, as she puts it, one can storm the norm.

“I was clear that each brand story had to be authored by the people who were behind the wheels of the business, the people who conceptualised and executed game-changing strategies.”

The examples given in the book are business stories which were tried and tested. The narrative is not templated and typecast in a rigid format. “Since the individual stories have been crafted by different people, it was felt that the flavour needed to be retained in the final output.”

(Aparajita Gupta can be contacted at aparajita.g@ians.in)(IANS)(Image-studioabd.com)

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Chinese Handset Maker Vivo Refreshes its Y Series in India

The display offers a screen-to-body ratio of 90.3 per cent for an immersive viewing experience

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Vivo to open E-stores in India to increase its market. Wikimedia Commons
Vivo to open E-stores in India to increase its market. Wikimedia Commons

Refreshing its Y series in India, Chinese handset maker Vivo on Monday launched the Y19 with a hefty 5000mAh battery at Rs 13,990.

According to the smartphone player, the Y19 is manufactured at its Greater Noida facility.

The smartphone is available in Magnetic Black and Spring White colour variants across all offline partner outlets starting Monday.

It will also available across online channels including Vivo India E-store, Flipkart, Amazon.in, Paytm and Tata Cliq starting November 20.

Equipped with an artificial intelligence (AI) triple rear camera set up comprising 16MP+8MP+2 MP, the smartphone also comes with 18W dual engine fast charging.

Vivo, Camera, Google Assistant
Design-wise, the plastic body has been built in a way that rendered a flashy shade of blue to the device. Wikimedia Commons

“We are strengthening our Y family with the latest addition of Y19 packed with all the latest features in camera, battery power, shimmering design, fast charging and ultra-game mode for our customers to have a complete smartphone experience in this price segment,” Nipun Marya, Director Brand Strategy, Vivo India, said in a statement.

The Vivo Y19 features 4GB RAM and 128GB internal storage and according to the compnay, the ultra game mode packs in a range of handy features specially designed for gamers.

Also Read: No User Data Affected From New MP4 File Bug, Claims WhatsApp

The device sports a 6.53 inch FHD+ Halo FullView display with an aspect ratio of 19.5:9.

The display offers a screen-to-body ratio of 90.3 per cent for an immersive viewing experience. (IANS)