Know-How Exchange : Branding

What is Hungama's reason for being? Who is the primary target audience? What image do you want for that audience? The first step in branding is to answer those questions.

If these channels already exist, then you probably need to find out (quantitatively) how your target audience perceives the brand. Changing a brand image is a very different exercise than creating one from scratch.

Finally, you need to keep in mind that branding is more than a logo or a slogan. It's a result of a consumer's total experience related to the brand. If you say, "Hungama is fun to watch," but the programming isn't fun for some segment of your target audience, then your image is not what you say it is, and that segment will reject your message -- costing you lots of money, not to mention lost opportunity.

You need to develop a comprehensive brand strategy, articulate a positioning that will be meaningful to your target audience, and then translate the positioning into all the elements of the marketing mix and business plan. Don't make the mistake of thinking that a snappy logo and clever slogan will give you a "brand."

(This applies to both Hungama and Fashion TV, of course.)