Branding - DAY 2

Today’s session with Mr. Badlani made us understand some more fundamentals about the subject. The session was made more interactive by explaining about Brand positioning & its importance citing various examples of the leading innerwear brands.

As these sessions are being carried on the outline of our course- Design Process (DP1), it is directing us in setting up guidelines to make our project work. In relation with this session, the first step towards our DP1, to position it as a brand was to list down the main principles with which it would move ahead. Accordingly, we have listed the following principles:
• Creative: Craft and culture are always taken as a source of various creations since ages. Similarly, we’ll be bringing out the creative element in our work by giving the existing craft a fresh, acceptable and contemporary look.
• Practical: As it is known that creativity has no boundary, there is always a possibility of going overboard and becoming impractical. But our creation will focus towards its practical end use.
• Individualistic: Here we are planning to bring out a new creation using our existing craft and cultural heritage; it will henceforth acquire an individualistic quality that will make it stand out from the rest.
• Focused: Being focused is of great importance for any set up to be successful, so our focus will be on creating a brand name for our creation with the help of its individualistic quality and proper marketing strategies.
• Responsible: In today’s world consumer is the king, therefore it has become an essential element for a brand to be responsible to him and try to provide him optimum satisfaction. So, we will also be working with such an approach towards our target market.


The further learning from this session made us realize the various important elements in being a brand. It also raised some fundamental questions like “who we are and how do we carry on our work” that a brand should have clarity about.
We also discussed about the factors that a brand should take care of, listed as follows:
• Finding out the gap i.e. the opportunity for itself in the market, and reasons for entering the market as a qualified player.
• Studying the competitors and their past and future moves.
• Being prepared for future threats which could be a result of either internal or external environment.