Who is Behind Your Favorite Brand: Understanding the People and Processes Behind Your Favorite Products

By Gaurav Gulati On Jan 30, 2023

As consumers, we are constantly bombarded with brand messages from the products we use every day. From the clothing we wear to the food we eat, brands play a huge role in our daily lives. However, do we really know who is behind these brands and the processes that go into creating them? Understanding the people and processes behind your favorite brands can give you a greater appreciation for the products you use and help you make more informed purchasing decisions.

First, let’s look at the people behind the brand. Brands are created by individuals and teams who work tirelessly to develop and market their products. These individuals come from a variety of backgrounds, including marketing, product development, design, and more. They work together to create a brand image and narrative that resonates with consumers. From the CEO of a large corporation to the founder of a small startup, the individuals behind a brand have a significant impact on its success.

Next, let’s consider the processes behind brand creation. Creating a successful brand involves a complex array of tasks, including market research, product development, packaging design, advertising, and more. It’s a long and ongoing process that requires a great deal of collaboration and coordination between different departments and individuals. Market research, in particular, is a critical component of brand creation. By understanding consumer behavior and preferences, brands can create products and campaigns that resonate with their target audience.

In addition to the brand team and marketing efforts, the personal brand of the company founder and CEO can also play a significant role in brand positioning. This is because the CEO’s personal image and reputation can greatly impact how the brand is perceived by the public. For example, Ratan Tata’s personal brand has been instrumental in bringing great value to TATA. As a highly respected business leader, Ratan Tata’s personal brand has helped to build trust and credibility for TATA, which in turn has contributed to the brand’s overall success. This highlights the importance of considering the personal brand of the brand founder and CEO in any brand strategy.

In conclusion, the people and processes behind your favorite brands are responsible for shaping the products you use every day. By understanding who is behind the brands and the processes they go through, you can gain a greater appreciation for the products you use and make more informed purchasing decisions.

Reference:

Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: Free Press.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity (2nd ed.). Upper Saddle River, NJ: Pearson Education.

The references listed above are a sample of the vast body of literature available on brand management and brand equity. These references can be used as starting points for further research on the topic.