Pankaj Sikka, Brand Strategist at Invision Brand Consulting visits LCBS

“A brand is worthless if it doesn’t CONNECT with a right audience in a correct way.”

The key is to understand that it is important that the people start using your brand as a verb. In today’s time if your brand is not spoken about than it only remains as a commodity in the market. Along the same lines, we had the privilege to interact with Mr. Pankaj Sikka, the brand strategist at Invision Brand Consulting, who comes with 15 years of accomplished and results-driven experience in the industry. His company is involved in building, creating and extending a brand. They have worked with some of the best clients like, the Universal, the Kolkata Knight Riders, the Yash Raj Group, and much more.

He spoke about his professional journey along with his recent project that his company was working on, the HRX brand, which is India’s first celebrity brand. Mr. Pankaj took us along the journey of establishing the HRX brand in India with a special mention on the importance of Segmenting, Targeting, and Positioning while entering a market with a new product category. We now understand that the right approach to align your products with the right customers is by having your STP strategy in place. Marketing starts with and ends with the customer. Unfortunately, many businesses get their marketing strategies wrong in the real world because they discount this fact. He was also kind enough answer our questions with regards to the Brand Licensing and Franchising. As per him, Brand licensing, although is the most underused tool in the strategic brand marketing toolkit today, it has the power to build a brand’s equity and strengthen consumer connections.

A fruitful and enriching session indeed! Thankful to Mr. Pankaj Sikka for sparing his valuable time and coming and igniting our minds and also LCBS for broadening our horizons by organizing these Industry Connect sessions often!

                                                                                              By-  Mehak Sareen  

                                                                                                     Luxury Professional

                                                                                                     Student - PGDLM 2016-17