Things to remember: (1) 60-70% of brand launches fail. (2) “Brand” ≠ Name ≠ Logo ≠ Company (3) Brands are built by more things than we can imagine

1. Building a Retail Brand
THIRD EYESIGHT
India Retail Summit
Mumbai, 24 November 2005

2. Where Did They Come From?

BVLGARI



Business launched in 1963, first Zara store in 1975
Starbucks


ZARA
ZARA


Founder Sotirios Voulgaris opened his first store in 1884
Boulgaris > Bulgari > BVLGARI
First store in 1971
Hennes & Mauritz (H&M)

Business launched in 1947
Building a Retail Brand

3. Where Did They Come From?

Raymond


Bombay Dyeing


Launched in 1925
Wadia family, originally master shipbuilders, launch a textile
manufacturing company, The Bombay Dyeing & Weaving Mills
in 1879
Dabur

Doctor Burman (“Daktar Burman”) launched his pharmacy in
1884
Building a Retail Brand

4. Growth of a Brand - The 3 Cs

Context

History

Consistency

Experience

Constancy

Trust
Building a Retail Brand

5. The Flywheel Effect

flywheel, heavy metal wheel attached to a drive
shaft, having most of its weight concentrated at
the circumference. Such a wheel resists
changes in speed and steadies the rotation of
the shaft where a power source such as a piston
engine exerts an uneven torque on the shaft or
where the load is intermittent, as in piston pumps
or punches. By slowly increasing the speed of a
flywheel a small motor can store up energy that,
if released in a short time, enables the motor to
perform a function for which it is ordinarily
too small.
Building a Retail Brand

6. Highlights to Remember

60-70% of brand launches fail

“Brand” ≠ Name ≠ Logo ≠ Company

Brands are built by more things than we
can imagine
Conscious building blocks
 Unconscious – “everything sells”
 External Factors

Building a Retail Brand

7. Brand Steward(s)
=
Servant Leaders

8. Thank You
Devangshu Dutta, Chief Executive, THIRD EYESIGHT
+91 (124) 4293478
http://thirdeyesight.in/blog
http://facebook.com/thirdeyesight
Building a Retail Brand