1Associate Professor, Sinhgad Institute of Business Administration & Research, Kondhwa Saswad Road, Kondhwa (Bk.), Pune, 411048
2Assistant Professor, Sinhgad Institute of Business Administration & Research, Kondhwa Saswad Road, Kondhwa (Bk.), Pune, 411048
Online published on 29 March, 2017.
Today, we are living and working in what many are deeming a third age of branding; one defined not by how a brand carries itself through external communications, but by how people experience the brands around them. It's an age shaped and formed by the ever advancing and emerging influence of technology, along with the empowerment of us as humans.
Today, as much as traditional brand experts may flinch at the prospect, the truly great brands are no longer being built on the 35th floor boardroom of an agency's ‘ivory tower, ’ nor do they come from in-house marketing departments pushing one-directional messages built upon the singular goal of sales. This third age of branding puts the human firmly front and centre in determining a brand's real-time equity. We are the people that enable those global super brands to shine, and we allow those who fail to deliver to fall into irrelevance.
This third age of branding requires a different set of skills and thinking from those within the industry. In response to a new age of brand challenges, agencies must craft strategically robust and creative answers by defining, creating and curating moments of interaction to deliver positive experiences.
This research talks about Patanjali developed as cult brand over a period of time using unique positioning and customer experience. The analysis includes major points as how a brand can be evolved using traditional and new age branding techniques.
