Building Iconic Brands And Elements Of Iconicity

“The Complete Man” is not only just a campaign by Raymond, it is a portrayal of authoritative symbolic association that the brand has built in the consumer’s mind, who no longer consider it just as a product, but as an Icon, and as “their guide” to being dapper. To be an iconic brand means setting an outstanding aura by becoming a part of a customer’s lifestyle and providing more than just a product or service. Iconic brands command highest top-of-mind awareness and recall and the benefit of the instant association, even among consumers who do not frequently buy their products or are not even a part of the target audience. Also, an iconic brand has potential to become the identity of an entire ecosystem and is well positioned to outlast products and markets cycles.

Following are a few elements that we believe make a brand iconic-

• Superior Products & Highlighted Differentiation:

The basis of being a good brand, the first step towards iconicity, is to offer superior products and services to attract customers and to maintain their loyalty towards the brand. The definition of “superior” is time, market and segment related, but brands that “cut corners” fail to last long.