Well...... Before starting this let me put a question, which was asked by one of the guest speakers at ISB.

What is Kingfisher?

I know what comes into your mind as soon as I put this question infront of you!!

"Beer"............................................................rite?????

"Airlines"..................................................... There You are!!!!!!!!!!

Come On..............Guys!!!!!!!!!

Kingfisher is a Bird.

That is the power of branding. The Vijay malya's Kingfisher image has captured not only the market but also the minds of the people and occupied a distinctive place in the target market.

Brands are important because every company will just act like people when it comes to evaluating what products or services to buy. Also, along with a number of explicit rational criteria, a powerful irrational impulse is always present to influence the purchase decision. A strong brand with an effective positioning strategy speaks to and taps into the totality of these buyer needs.

To stay alive and flourish in highly competitive environments, companies spend more time and money on R&D. Suppliers focus on making their products smarter, faster, and smaller, and more cost-effective and reliable, than the competition. They also find ways to improve and add services so that they provide customers with a complete and satisfying experience.

Marketplaces are constantly changing, so companies have to adapt in order to stay ahead.

And a Fact worth remembering: Brands Drive Markets & People.