By Lulu Raghavan and Ruchi Gunewardene
Many brand owners think of their brands as logos or labels. Their discussions on branding would revolve around colours, fonts, layouts, designs, sizes and locations of the logo on various touch points. Seen through this traditional and limited lens, branding is equated with producing advertisements to build equity in the brand.
Whilst logos and labels are one aspect of what a brand is, it is an extremely narrow view. This approach to brand management severely limits the potential value of the brand when it is being financially evaluated as an asset that is adding value to the business. Yet, most brands in Sri Lanka are being built this way.
This article was originally published in FT Daily Sri Lanka (December 2015)
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