'Brand the most valuable asset on a company's balance sheet'

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Saurabh Gupta | 01 Dec, 2014
In accounting, a brand defined as an intangible asset is often the most valuable asset on a corporation's balance sheet, Director of Concepts & Solutions Marketing Pvt. Ltd., Ankit Arora said in an exclusive interview to SME Times.

He said, "Brand owners manage their brands carefully to create shareholder value, and brand valuation is a vital administration strategy that attributes a cash worth of a brand, and permits showcasing venture to be overseen to expand shareholder esteem."

Excerpts of the interview...

Please tell our readers more about your group - Concepts & Solutions Marketing Pvt. Ltd.
Ankit Arora: C&S Marketing Pvt. Ltd. well-known as India's heading Experiential Marketing Company represent considerable authority in Brand Activation and Consumer Outreach programs. We have been into the business from last 5 years and have executed more than 500 effective crusades till date. Dealing with corporate brand for example, Aditya Birla, Group,tvs Times of India, Abbott, India Today, GPI, Timesjob.com, Cipla, Apple, Whirlpool, Toyota, Nissan, Orra , Samsung, Sharp, Virgin Mobile etc. have picked our thoughts and remarkable methodology to get up, close and individual with their clients.

In 2013 Concepts & Solutions extended its mindset & open one more vertical - Retail Matrix which is into retail results. In 2014 one more vertical included under the C&S - Digi Info media which is into Digital showcase.

What other services you have? In what ways you can help Small and Medium Enterprises (SMEs)?
Ankit Arora: Concepts & Solutions Marketing Pvt. Ltd. is an experiential marketing company, we provide one stop solution for SMEs. We have two other vertical which caters into retail and digital platform.

Concepts &Solutions Marketing is a complete package for any organization, we are committed towards the pertaining with the clients to understand their marketing objectives and deliver them the best option what they are desire for. We present their brand, their uniqueness through BTL activation, we also provide a social platform where they can cater their valued clients and can also build their reputation.

From Small and Medium Business (SMB) point of view... Brand or Product - which is more important?
Ankit Arora: There are a few major contrasts between a brand and product (or an services). In the event that you can make the qualification between the accompanying contrasts, you're headed to comprehension brands versus items. Here is some points which gives you the clarity between products and brand.

Companies Make Products and Consumers Make Brands. An item is made by an organization while brands are fabricated through customer observations, desires, and encounters with all items or administrations under a brand umbrella.
Products can be copied and replaced yet Brands Are Unique.
Similarly, an item can be supplanted with a contender's item if purchasers accept the two items offer the same peculiarities and profits. Items with low passionate contribution are commonly effortlessly supplanted. Case in point, do you truly mind what brand of milk you purchase or do you essentially simply mind that the milk you purchase is crisp and incorporates the fat rate that you need?
Items Can Become Obsolete yet Brands Can Be Timeless
Products Are Instantly Meaningful yet Brands Become Meaningful over time.

Why brand is so important? Your views.
Ankit Arora: Brand is the "name, term, outline, image, or some other gimmick that recognizes one dealer's item unique from those of other sellers."Brands are utilized as a part of business, advertising, and publicizing.

In accounting, a brand defined as an intangible asset is often the most valuable asset on a corporation's balance sheet. Brand owners manage their brands carefully to create shareholder value, and brand valuation is a vital administration strategy that attributes a cash worth of a brand, and permits showcasing venture to be overseen to expand shareholder esteem. Albeit just obtained brands show up on an organization's asset report, the idea of putting a quality on a brand strengths advertising pioneers to be centered around long haul stewardship of the brand and overseeing for worth.

What is Below the line (BTL) advertising? How important is BTL for promoting a brand?
Ankit Arora: BTL deals advancement is a quick or postponed motivator to buy, communicated in trade or in for money kind, and having brief time. It is efficient and cost-effective for targeting a limited and specific group.

The expressions "below the line" advancement or interchanges, alludes to types of non-media correspondence, even non-media promoting. Below the line advancements are getting to be progressively imperative inside the interchanges blend of numerous organizations those included in FMCG items, as well as for modern merchandise. Below the line deals advancements are fleeting motivating forces, generally gone for buyers. With the expanding weight on the showcasing group to attain correspondence destinations all the more effective in a restricted plan, there has been a need to discover more successful and expense effective approaches to speak with the target markets. This has prompted a movement from the general media based publicizing.

Why BTL is a finer profit for showcasing venture?
Ankit Arora: BTL marketing activities are broadly defined as those that offer direct, often personal communication to the target audience. That is the place they thought of " below the line' promoting began scoring. To achieve customers straightforwardly through option manifestations of advertising other than conventional promoting diverts utilized as a part of ATL, BTL publicizing takes after a whimsical and immediate manifestation of marketing correspondence. These incorporate exercises, for example, the circulation of pamphlets, handbills, stickers, advancements, brochures put in a state of affairs, on the streets through pennants and placards. Bottle advertising additionally concentrates on post office based mail and email, frequently utilizing exceedingly focused on arrangements of names to amplify reaction rates. BTL methods guarantee review of the brand while in the meantime highlighting the peculiarities of the item.

What sort of brands try to profit most from BTL?
Ankit Arora: Below the line promotions are becoming increasingly important within the communications mix of many companies, not only those involved in FMCG products, but also for industrial goods. Below the line sales promotions are short-term incentives, largely aimed at consumers. This has led to a shift from the regular media based advertising. In other words, below-the-line sales promotion is an immediate or delayed incentive to purchase, expressed in cash or in kind, and having only a short term or temporary duration.

Do BTL crusades have an enormous thought like ATL ones?
Ankit Arora: Yes, If you want to cater mass then nothing is better than ATL but there is an agreeable pattern of shifts in customer uses from ATL to BTL. With the increment of advanced exchange, the longing to achieve and captivate the customer straightforwardly is expanding for the publicists. BTL deals is a prompt or deferred motivator to buy, communicated in trade or in for money kind, and having brief time. It is effective and financially savvy focusing on a niche segment of target audience. It utilizes refined strategies than the standard ATL channels of promoting, regularly concentrating on immediate method for correspondence, most ordinarily regular postal mail and email, frequently utilizing exceedingly focused on arrangements of names to amplify reaction rates. In 2000, the ATL: BTL uses degree was approx. 80:20. Aegis Media estimations showed that by 2015 this may change to 50:50. There is a reasonable pattern and requirement for zones, for example, Events, Ground Activation, Retail and Rural Marketing to get their space in the advertising uses. 2014 will see this pattern increment.

How you see impact of BTL in SMB?
Ankit Arora: Suppose the company's items and administrations are such that their intended interest group is restricted and company have to achieve them specifically for the deals, then below the line (BTL) promoting is the thing that company ought to be going for. Under this idea you advertise your items and administrations utilizing flighty techniques like street shows, occasions, item examining, town reasonable, immediately sends, advertising, telemarketing and deals advancements to name a couple. It gives clients a first hand knowledge of items and administrations. This method for promoting is utilized for items that have a restricted and particular target crowd.

What do you have for start-up companies? Also suggest that what kind of advertising tool they must apply in their plan so they can generate more and more business?
Ankit Arora: Well, for the startup company we have all kinds of assistance for them. we provide one stop answer for new business. our strategy is to cater the particular target audience who are appropriate for product of that company. Suppose, if their objective is to promote their brand for student, so our activity should be those place where we can find people of at age of 18-22 like school, collage and if they want to cater the ladies for their beauty product then we will show them the pathway creatively, how then can present their product in front of them. So you can say, We think for them, we speak on behalf of them.