Realty Check | Day 10 | Jacob Mathew: Important to build a brand image for cement

20 Aug,2014

By Jacob Mathew
Head – Image & Communication, Zuari Cement Ltd


In the realty sector, cement is a very crucial link. Cement being a commodity, it is very important to build a brand image. The truly differentiating factor in cement is only the brand. This is where an effective branding and marketing exercise size plays a vital role.  Across industry, above the line (ATL), below the line (BTL) and through the line (TTL) methods are used for effective communication.  The primary step for a small brand is to identify its attributes and promise the value offered by the brand. The USP tells your target market the compelling reason to buy a brand. Once the USP is identified, then you begin to build and communicate your brand aspects based on the same. Tighter budgets are not necessarily a constraint.


In the long term, trust vis-à-vis product quality and durability are the most important factors. The top three priorities while designing a campaign or planning a branding exercise should be identifying the communication objective, deciding the campaign message and optimum communication channel mix, and determining campaign effectiveness.


Our brand experience shows that there is a correlation between the investment and its impact on sales. Additionally, it creates higher recall and loyalty of the consumers towards the brand and adds to the ‘premium’ effect of the brand. The payoff is a gradual reciprocation of the branding exercise.


Coordinated by Shobhana Nair


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