Saturday, 28 April 2018

Vasanth Nagulakonda

Brand building is a bad idea without Quality.

Orange juice.

If you want to drink orange juice, then you prefer orange juice which is of quality, best price, and taste. You would prefer a non-branded orange juice which meets above criteria, rather than picking Tropicana, B Natural or Florida Orange Juice. Even, if by any chance you pick a branded orange juice and are not satisfied with its Quality/ Taste, then you would ban that brand in your supermarket cart for a period. This leads to a negative brand building for the Juice manufacturer because you would ignore all their commercials in future and avoid buying their juice.

Santoor Sandal & Turmeric Soap.

Coming to a real-life experience in India, the first that comes to my mind is Santoor soap. Wipro manufactures Santoor soap. They keep on showing their commercials almost all through the day-time with offers and a monotonous message that women who use Santoor soap look younger. The fact is many first time buyers of Santoor Soap stop buying it again because of its poor quality which rather causes some skin problems. Most of such dissatisfied customers prefer a soap which is of quality like that of Medimix and falls within budget. Smart customers realize that the brand building costs are added to the price of the soap and the quality of the soap will be compromised. This says that brand building for Santoor is waste because they are not focusing on the Quality of the soap, but like to lure gullible customers for short-term with commercials and offers. Wipro must realize customer-retention is more important which can be achieved only with Quality.

Coming to another example, Google is a brand with Quality which makes its users keep coming to it. Some people know about Microsoft's Bing, but still, they don't prefer Bing because of the Value Addition that Google brings to its users. So, the moment Microsoft's Bing comes with a Quality Bang we can start seeing the decrease in numbers of users for Google.

Jio Digital Life.

Similarly, Airtel is a big brand in Indian telecom industry but lost its business to Jio for its pathbreaking mobile services with Excellent Quality. People always choose Quality to brand.

This says that organizations should not splurge money on their brand building without Quality in their product. The same thing applies to my blog. Without Quality of my blog content and the more number of people searching in the lines of the content here, Google wouldn't be showing my blog in its Search Engine Results Pages. FOCUS ON QUALITY, BUT NOT ON BRAND BUILDING.

Last but not the least, this thought was already shared with Wipro long back. Kindly don't think that I am ditching Wipro.