The Role of Colours in Branding- PartII


Colour is like food for the spirit – plus its not addictive or fattening. ~ Isaac Mizrahi, Fashion designer

In a discussion that ensued on my last post on The Role of Colours in Branding, it came forth that yellow attracts attention and red being a very energetic colour is difficult to handle for a long time. So, fast food restaurants consciously use a combination of red and yellow as a strategy to attract customers as well as to ensure that they make a quick exit, thus creating the space for others to come in.

Taking off from the post, here I continue with the use of some other colours in branding.  

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From ‘Made in China’ to ‘Making Chinese Brands in India’


By Somali K Chakrabarti

Made In China goods set new Indian standards                                                                                        –  The Times of India on 05th May, 2015

Today if you see your laptop, your cell phone, your TV , or your wifi dongle, there is a high possibility that you’ll find ‘Made in China’ labels on all of them.

China, the manufacturing hub and workshop of the world, is the largest exporter of goods in the world.  ‘Made in China’ goods are to be found in almost all different parts of the world – be it in Europe, be it in the US or be it in India.


Made in China


A wide range of utility items from electric bulbs, to thermometers, to bottles, to cutlery, to nail cutters, to those brightly coloured gizmos, some with flashy lights, fancy Chinese dragons are made in China and shipped to different countries including India. I have picked up a couple of them from different places and surprisingly some of them lasted for a few years.

Mind you, the list is not limited only to toys and gizmos.

Even idols of Gods and Goddesses such as Ganapati, Laxmi or Krishna are now being made en masse in China, and shipped to India in containers; it seems the China made gods are much in demand.


Idols Made in China |Image credit :


China is all set to build Global brands

Though colourful, fancy & attractively prices and they sell quickly, yet the faith of ‘Made in China’ goods still remains low.

Though this is the case with most Emerging Market brands, the perception of Chinese brands is likely to change soon, aided by the mandates of Make in India campaign.

The Make in India campaign requires that all products to be manufactured and sold in India have to comply with Bureau of Indian Standards (BIS) norms.

All manufacturers Indian or foreign goods would be registered after their products are tested and found to confirm with the BIS standards. Availing this opportunity, Chinese manufacturers are upgrading their products to meet Indian standards and register under the new BIS scheme to declare conformity to Indian standards.

Of the 1574, items registered with BIS, 960 are Chinese goods.

Companies like Dell (tablets and servers), Sony (LCD monitors), Cisco routers are using China to ship goods into India.

Other Chinese players like Huawei, Haier and Xiaomi have already emerged as global brands.


Using an approach similar to how Honda and Toyota had set up their subsidiaries, production facilities and R&D in US, Europe in the 1960s, Huawei, Haier and Xiaomi have set up production facilities and R&D centres in India to get the consumer insights from India.

These global Chinese brands are using this opportunity to conform to Indian standards.

Having acquired the expertise to make world class products for Apple, Bosch, Dell or Ericsson, the day is not very far away when the Chinese start putting their own labels on their products.

The coming years will see more Chinese goods entering our homes.

Read my post ‘ Branded Hilsa on a Platteron why Emerging Markets need to build Global Brands.


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Branded Hilsa on a platter


Hilsa fish can be a global brand like salmon & tuna,” tweeted Dr Nirmalya Kumar.


Hilsa fish
“Smoked Hilsa cooked with Mustard seeds” by Mohammed Tawsif Salam – Own work. Licensed under CC BY-SA 3.0 via Wikimedia Commons

Though a vegetarian by choice, yet coming from a Bengali family, it is unlikely for me to escape the mention of hilsa, albeit a branded one.

The concept hasn’t worked out so far or may even sound alien, but when Dr Nirmalya Kumar, who is an authority on marketing and branding, and features in the lists of Thinkers 50, says so, like most others I do listen.

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Why Storytelling is a Powerful Business Skill


By Somali K Chakrabarti

I am not an avid TV watcher, but often when I do, a remarkable advertisement ‘Will of Steel’ never fails to catch my eyes.

This advertisement shows a girl, in a village in Haryana, getting up in the morning, putting on her shoes, and going out for a run, followed by practising crunches and weight lifting. Another lady in the house is shown lighting incense sticks, sweeping the house, washing clothes and preparing food.

Geeta Phogat - Will of Steel
Will of Steel


A background commentary in rustic Haryanvi language sermons the duties of a woman.

A woman must get up before the sunrise, offer prayers and get into the kitchen to get on with the household chores.

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Here’s how 3 Brands created an Emotional connect


By Somali K Chakrabarti

A brand is an emotion your customers have associated with your company.

Emotions, it is said are more psychological than logical.

In the fiercely competitive market, where consumers are spoilt for choices owing to the presence of a number of companies that sell similar products, it is only natural that all brands vie for attention.

Yet, amongst the several brands that scream out loud to make their presence felt, there are still a few brands that quietly sneak in into your lives and intertwine with your good memories.

Here’s how 3 brands, instead of imposing their products upon people, chose to form their marketing strategy around the people to create an emotional connect.


1. Creating good memories

TATA AIGFestival times are generally associated with fond memories. These are also the times when many companies expend a chunk of their marketing spend.

Most of the big Navaratri, Durga Puja celebrations are usually sponsored by companies, ranging from jewellery, to real estate, to insurance policies, and a host of others which capitalize on the marketing opportunity for exposure before the huge number of people who join the festivities.

During my visit to one of the Durga pooja celebrations at Andheri, what caught my interest was the different approach of Tata AIG.

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