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KOLKATA, April 10

SENIOR managers of companies led by their respective Chief Executive Officers must take direct responsibility of brand building and brand promotion, according to Mr Amit Bose, President (Consumer Business) of Reliance Infocomm Ltd.

Speaking at a summit `Repositioning the East - Business & marketing summit' organised by the Confederation of Indian Industry (Eastern Region), Mr Bose said that companies must focus on brands, as they were their "most valuable assets." The Indian market was gradually moving away from product marketing to building brand access.

The secret of strong brand building could be attributed to "positioning differentiation," he said, even as he expressed regret that managers have been moving away from customers every day. "Technology is no longer a differentiator. Only positioning can be a long-term differentiating factor when it comes to building sustainable brands," he said.

Mr Bose said advertisements must lead to recall value and additional sales. "Irrelevance can lead to instant amnesia."

Speaking on the occasion, Mr R. Suresh, Chief Operating Officer of NFO MBL India, said the growth of industry in the region was dependent upon its effective repositioning and creation of "favourable factor conditions." These include infrastructure building and a focus on knowledge and technology-based skills.

Mr Suresh called for a joint initiative of government and industry with a view to creating a favourable framework for industrial growth. He said that the lack of adequate domestic demand at favourable prices was hindering the development of a vibrant domestic market.

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