Shifting Perspectives

The most important step in building a company's image is its branding. However, when a new company enters the market, almost no one knows it. So however much you try to promote it, people are skeptical as you do not have any reputation. So in the initial stages it is always better to associate yourself with a company or brand that people can easily associate with. This know brand gives credibility to your own brand and encourages people to try you out. Once they do so and find that your services are good, they come to you based on your goodwill. This way you own brand image is developed. Once this happens, you no longer need to co brand yourself with a recognized brand as you have your own brand equity now!

This strategy was successfully implemented by DENIP consultants when they opened their first office at Kailash Plaza in Ghatkopar. The main banner was co branded by K R Choksey. However, now that the Kailash Plaza office has become established and people of the region know who DENIP Consultants are, the banner is being replaced and the new banner contains branding of only DENIP Consultants. However, the new office that has been set up at the Kamdar Shopping Center is still new and relatively unknown. So the old KRC co-branded banner is being shifted to the Kamdar Shopping Center office, using the same strategy. It has successfully worked at the Kailash Plaza office and there is no reason to believe that it wont work here! Hoping for the best!