Guest Post – Building a Consumer Product Brand with Virtual Infrastructure: Going the Xiaomi Way

Getting a consumer durable brand in the market meant significant investments in distribution, on-ground displays, marketing and everything else that was traditionally associated with the launch of a consumer durable brand.

I.e. creating a consumer product brand required large capital, and therefore was not something that new and emerging entrepreneurs without access to capital could aspire to do.

Xiaomi just debunked that theory with a model execution of a creative & unconventional strategy.

Without opening a single store, without keeping the products on shelves in physical stores, without spending on advertising, this China-headquartered company has already become the world’s 3rd largest handset manufacturer in just under 3 years time since launch.

Continue reading “Guest Post – Building a Consumer Product Brand with Virtual Infrastructure: Going the Xiaomi Way”

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A brand is a critical asset of any company, and so too for startups.

What is a brand?

A brand is a set of values that are associated with a company or product or service. E.g. dependable, reliable, fast, elegant, expensive, high-value, etc.

In effect, a brand is the sum total of the perceptions about your product or service or company that different people have. These perceptions are a result of the brand’s look & feel and communication, including PR, as well as the customer’s experience with the product and the service. All of these have to work in sync for a brand to establish positive equity with all stakeholders.

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What is brand management?

Simply put, brand management is about managing the perceptions about the brand that different stakeholders have.

Continue reading “A brand is a critical asset of any company, and so too for startups.”