Hello, Readers. How are you all?. It's been a longtime since i wrote my last article. I hope you liked my previous articles. I was really confused about choosing a new topic to write an article about. But after doing some ground level research on the two great epics 'Ramayana & Mahabharata' i found an interesting topic to write about. This is not about organizational culture or ethics in business. It is a contemporary issue, which we all love to discuss all the times. It has become a part of our lives. Companies are spending crores and crores of rupees on this. What is it? It is nothing but "Branding and Brand Building". Mahabharata has taught us how to build your own brand and brand identity a long back.
Let us try to analyze and understand how mahabharata explains us about brand building. Who are the main characters in mahabharata: 1.krishna, 2. Pandavas (Yudhisthira,Bhima,Arjuna, Nakula & Sahadeva), 3. Kauravas ( Duryodhan & all his brother & Bhishma, Dhritarashtra) 4.shakuni etc.,
If you observe this list of characters, each one of them have their own identity. Ex: Yudhistir known as strict follower of dharma. Arjuna is known as a great warrior. Duryodhana as an evil minded person. i.e., each and every character has their own identity. In other words every character in mahabharata is a brand itself. First principle taught in brand building is "Brand as a person or personality". This is what mahabharata taught us. Build your own brand identity by differentiating yourself from others. Whenever we speak about mahabharata , we remind a few names like krishna, duryodhan, Arjuna etc., even though there are many more characters in it. Because they differentiated themselves from others and built a brand name for themselves. This is what is important for us to understand. Now, let us see how they build their brand identity.
Yudhisthira :
Yudhisthira (Dharmaraj) is known to us as a person or a king who always believed in following dharma. That is why he is called as dharmaraj. He strictly follows the rules, let it be any kind of situation. Let it be when he was a king or be it in forest, he always stick to his principles and had never violated them. That is why he later offered heaven. If you observe the way lived , he sticked to what he believe. This gave him an identity as Dharmraj. Because of this when he organizes Rajasuya Yagam, so many kings surrendered to him and became a part of his country. It is a result of his actions. And people in his country are really happy to have a king like him.
Now,let us assume that yudhisthira is a product (Say a product of TATA)having certain features (Truth, Dharma etc.). This particular product is known for its quality & company never compromised on its quality even though there are under losses. These actions taken by company increased the belief in the product and thus it increased the loyalty of the consumers towards this particular product. And it became a prominent brand in that sector. This is how they build their own brand and brand identity. A product will become a brand only when it increases loyalty among customers. i.e., There are so many kings in mahabharata , but Yudhisthira tops the chart. Because all the kings are ruling (just like product fulfilling needs & Wants), but yudhisthir became the favorite by not changing his identity at any part of his life (Loyalty building).
Yudhisthir is just one example i have taken from mahabharata, We can take any character. and they are a brand on their own. Thanks to Vedavyasa for writing a great epic like mahabharata. Hope you liked it.
Thank you.
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