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Which brand have you Which brand have you bought? Or your friends? bought? Or your friends? Or your friends’ friends?Or your friends’ friends?

Don’t remember! Can’t say!

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Which brand of earrings Which brand of earrings are these?are these?

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Which brand of jewelry is Which brand of jewelry is this?this?

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Or this?Or this?

Critical QuestionIf a brand communicates something about the status or tastes of a person, the wearer of

this piece of jewelry can only hint, “This is expensive.” But can’t convey that this is Nike or Arrow or Swarovsky. Why do jewelry brands don’t lend themselves easily to communication

or WoM marketing?

In spite of the heavy spending by big jewelry houses, it is doubtful their brands have the desired awareness.

More importantly, it is a certainty that most brands trigger no recognition when the products are worn by consumers.

Why?

A brand connotes ‘status’ and jewelry also connotes ‘status’ (apart from its function of amplifying beauty).

However, most jewelry brands have created products which seem status symbols but have failed to make their brands recognized as status symbols.

And therefore, when it comes to jewelry there doesn’t seem to be any preference/popularity (except for extremely expensive luxury brands) among

consumers for any particular brand.

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Which brand of shoes are Which brand of shoes are these?these?

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Which brand of t-shirt is Which brand of t-shirt is this?this?

Key Observation # 1For a person to recognize a brand, he/she should be able to identify and see the symbol clearly. And clarity necessitates enough space for a symbol to be placed

on the product.

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Where is the space to put Where is the space to put any symbol on these?any symbol on these?

Key Observation # 2

If there is no space to place the symbol on the product, then the product itself should be the symbol!

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Example#1: PARKERExample#1: PARKER

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Example#2: MONT BLANC Example#2: MONT BLANC

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Example#3: Dior Example#3: Dior

Key Observation # 3In the business of jewelry, brands should own a shape and stick with the shape to facilitate recognition of the brand. In short, product itself should be the symbol of

the brand.

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BRIEF PROFILE OF THE PRESENTOR

Name: Siddharth Soni

Profession: Business Strategist / Marketing Communications

Specialist

Professional Experience: > 6 years

Education: PGPCM (2002-04) @ MICA, PGDBEM (1999-2000) @

Entrepreneurship Development Institute of India, B.Com (1996-

99) @ HA College of Commerce, Ahmedabad

Passion: Earrings

Hobbies: Cycling, Running, Reading, Writing