By Sharon Ramsey

The brand still remains an essential need for a business to develop in the market, to remain competitive, and to create a distinct mark in the hearts and minds of customers.

The essential elements that Mr. Ravi Kumar discussed in the previous lectures were all part of the branding of a company. Through this lecture, he discusses the importance of the various elements that can help in enhancing the image and deliver a desired perception of the company to customers and prospects. Specifically, a small element such as a name, that acts as an essential need for making a mark on the customers in such a way that customers can instantly recognize the name of the company. The connotation of the name of the organization is an effective element and the organization should seek to understand if there is any negative connotation of the name of the organization over the global market. The text and color of the logo and the name itself can also affect how much the customer can acknowledge the brand alone.

It’s said that colors have the power to create emotions and this quote remains true as the science of using the most appropriate color by organizations has resulted in the organization making a mark on the customers, and through the logos and the names, it also enables itself to connect with them on an emotional level. Research is always required for the best understanding of the most important name and color of the brand. Mr. Ravi Kumar has explained the utilization of such research in the given lecture and has focused the use of the research to be implemented in the marketing materials such as brochures and flyer and also in the e-marketing material such as websites and hyperlinks which ultimately will help in the standardization of the marketing materials entirely.

Mr. Ravi Kumar highlights that the inclusion of the ideas of the customers helps the organization to create a meaningful impact and gain the trust of customers. It also showcases the ability of an organization to adapt to changes and meet the needs of its customers which is very crucial for growth and survival in a competitive environment.

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