Embrand sees this era, which some term as an economic crisis, as a cusp of economic history, where the balance of economic power is slowly tilting to the East.
It is an opportunity for established brands from the G7 to go beyond seeing the brand as a label, logo or name, and meet a whole new set of needs with products and services.
- Yamaha: Repositioning of Yamaha brand in India and development of new motorcycles to support the above positioning for the 2006-2010 planning cycle.
- FarmTrac (Escorts Ltd.): Launch strategy and supervision of a new indigenous brand - Farmtrac tractors, to replace the company’s earlier brand (Ford).
- VLCC: Respositioning an established brand in a new geography.
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Made in India, Designed for the World
One strong brand can be the pillar of an entire economy – as was Acer for Taiwan in the 1990’s, and Nokia for Finland later. These brands also helped make “Made in Taiwan”, and “Made in Finland” labels that consumers across the world respect, and every product from these countries reaps the reward.
Building a brand is a more arduous task than manufacturing products for other people’s brands, but the rewards are greater, and more sustainable. While India and China may have more millionaires, Acer and Nokia have contributed hugely to creating standards of living for their nation’s entire populace.
This is the inspiration behind Embrand’s latest initiative, “Made in India, Designed for the World”.