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The second link is 'value for money', and it is the toughest part to evaluate. If it fails to add value to the customer, then the link is broken. Even when adverse conditions alter the costing structure, the best practice is to avoid the revision of the price of the product and to avoid passing the message of in-capable cost absorption potential of the brand.
For example, Amul still maintains low prices despite of many turbulent market conditions.

The third link is 'availability'. A brand should be available when and where the customer wants it. There is no benefit achieved in creating a positive brand image, and then being unable to supply the customer who wants to buy it. This is possible only with strong distribution network and supply chain management. Airtel's key success in mobile recharge cards is based on this link.

Building a sustainable brand is the only way to survive in an increasingly competitive market. Meeting the expectations and creating value for all people involved with the brand is the most important factor that helps in extending the sustainability of a brand.

Concluded.

* Contributed by -
Kishore Kotturu & Johnson Quadros,
Students of Class of 2007,
Post Graduate Programme (PGP) in Management,
ISB, Hyderabad.

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