Brands in India & Brand India | IIM Sambalpur

Based on empirical research, IIM Sambalpur attempts to build a comprehensive and integrated Brand Component framework – the 3C model (Figure 1), that can be ideally used for developing and nurturing brands in the emerging economies such as India. Our framework acknowledges the fact that brands are complex entities; and asserts that developing a great brand goes much beyond developing high-quality products and communication. The framework marks the three key components of the brand viz. content, communication and connectivity. The content component addresses the vitality of the core elements of the product brand, which drive its features, quality, longevity and focus on continuous innovation. This can be termed as the promise offered by the brand to its loyal customers. Communication component stresses on the need for an integrated and consistent communication & interaction strategy, which leverages both offline and online interfaces. Communication helps the brand to propagate and reinforce the core promises of the brand among its loyal users. The connectivity component highlights the added value offered by the brand through network externalities and distribution network.