India Inc gets a new brandwagon
A model adopted by Tatas, suddenly seems to have caught the fancy of many companies.
By Bhanu Pande & Samidha Sharma, TNN |
NEW DELHI: India Inc is lapping up a ‘brand’ new phenomenon. Brand holding subsidiaries, strategic groups and dedicated IPR companies are now consolidating brand management under one roof for a host of companies.
A model adopted by Tatas as early as mid-1990s, suddenly seems to have caught the fancy of many companies in the country.
Retailer Future Group and Nahar Enterprise have already made a beginning, hoping to replicate the Indian version of Martha Stewart and Shell Brands International, the global biggies who act more like managers, consolidators and franchisers of their brands and less as operational marketers. Others such as Essar and Godrej Group are debating the move.
"The companies seek to centralise their brand values with valuations becoming increasingly important. This not just helps in standardisation of brand management function for better accountability, but also brings about efficiency in brand delivery mechanism,” says Unni Krishnan, Country Head, India, Brand Finance, a global brand valuation consultancy.
Future Group chairman Kishore Biyani is rolling out a new license-based business model where brands function independent of the retail chains.
A model adopted by Tatas as early as mid-1990s, suddenly seems to have caught the fancy of many companies in the country.
Retailer Future Group and Nahar Enterprise have already made a beginning, hoping to replicate the Indian version of Martha Stewart and Shell Brands International, the global biggies who act more like managers, consolidators and franchisers of their brands and less as operational marketers. Others such as Essar and Godrej Group are debating the move.
"The companies seek to centralise their brand values with valuations becoming increasingly important. This not just helps in standardisation of brand management function for better accountability, but also brings about efficiency in brand delivery mechanism,” says Unni Krishnan, Country Head, India, Brand Finance, a global brand valuation consultancy.
Future Group chairman Kishore Biyani is rolling out a new license-based business model where brands function independent of the retail chains.
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