Your #1 business mistake is that you're running your business blind!

Peter Drucker

Building and properly managing brand equity has become a priority for companies of all sizes, in all types of industries, in all types of markets. After all, from strong brand equity flows customer loyalty and profits. The rewards of having a strong brand are clear. The problem is, few managers are able to step back and assess their brand’s particular strengths and weaknesses objectively. Most have a good sense of one or two areas in which their brand may excel or may need help. But if pressed, many (understandably) would find it difficult even to identify all of the factors they should be considering. When you’re immersed in the day-to-day management of a brand, it’s not easy to keep in perspective all the parts that affect the whole.

VScope identifies the key characteristics that the brands need and helps the marketer construct a brand report card in a systematic way for managers to think about how to grade their brand’s performance for each of those characteristics. The report card can help you identify areas that need improvement, recognize areas in which your brand is strong, and learn more about how your particular brand is configured. Constructing similar report cards for your competitors can give you a clearer picture of their strengths and weaknesses. One caveat: Identifying weak spots for your brand doesn’t necessarily mean identifying areas that need more attention. Decisions that might seem straightforward—“We haven’t paid much attention to innovation; let’s direct more resources toward R&D”—can sometimes prove to be serious mistakes if they undermine another characteristic that customers value more.


Branding in retail: myths and realities

The phenomenal growth of retail industry in India is visibly evident, remarkable and it has landed customers in the winsome reigns of choice and opportunities. The industry hasn't helped itself by going on discounting sprees like never before - the sales have come early, thick and fast - with the result that both top and bottom lines are under immense pressure. We sympathize, but as a practicing brand consultants, could not help thinking that quite a lot of the damage has been self-inflicted. It is the retail industry's fundamental inability to adopt - and adapt - a clear branding paradigm that has left it with no alternative to ever-increasing tactical quick-fixes for generating customer footfalls.

Learn More

The shifting sands of Brand Research in India

Most companies that understand and perceive the brand as being central to their activities, base their decisions about the brand on rigorous and vigorous brand research. Yet many marketers and indeed even branding professionals find difficulty in differentiating Brand Research from Market Research. While they understand the importance and power of research in quantifying buyer demand, they are unable to perceive its role and importance in examining the customer's "brand experience". Brand research helps firms to define and understand customer expectations, evaluate whether they are being met and finally to explore how to exceed expectations.

Learn More

Get a snapshot

Learn more about the businesses we are helping on their journey to creating successful brands

Request a demo