How Brands Gain Respect

In my opinion, brand respect is the feeling a brand inspires in a customer or consumer that makes it strong, a winner, and helps it grow in terms of:

• Sales
• Market share
• Image
• Reputation
• Profit

This quality in a brand needs to be looked at in terms of each of its ingredients, namely RESPECT.

If a brand has to have brand respect, it must be real. It must be:

• Authentic
• Genuine
• True

Fake brands cannot have real respect. Real brands definitely deserve, get, and continue to have brand respect.

• Tata: Over the years, and even decades, Tata has been able to maintain respect from consumers and customers because it is real. Not only is it real, but it is also seen to be real. Whenever the brand name Tata comes up, it is looked at as genuine and authentic, and, therefore, commands brand respect.
• Amul: Amul exudes genuineness, authenticity, and the image of a real product. It is a brand that people believe in, have faith in, and trust. Real brands are trusted, and from this feeling emerges brand respect. Across its range of products, Amul has always come out as true, real, authentic, and genuine, standing apart from anything that is unreal. Amul as a brand is respected and looked up to.

Brand respect is developed when a brand meets the expectations of its consumers and customers and keeps its promise. Consumers and customers have many expectations – some of which may be small, while others are significant. Any brand that is able to consistently meet these expectations commands brand respect.

• Apple: Across its various offerings, Apple has not only met but also exceeded expectations, making life easier, more comfortable, and convenient for users. As a result, Apple has been able to command a tremendous amount of brand respect across countries, with India being one of its largest markets for its products and devices.
• Indigo: As a service brand in the airline industry, Indigo has been able to gain brand respect by meeting the expectations of its consumers. Passengers who fly Indigo know that their expectations will be met, especially in terms of on-time take-off and landing, which is a crucial aspect of the airline industry. This service brand has been able to provide on-time and excellent service, meeting the expectations of consumers and ensuring that it continues to gain not only brand respect but also market share.

A brand that is sensitive to the various needs of consumers deserves to be respected and, in fact, earns a tremendous amount of brand respect. Consumers and customers are sensitive to their needs, and brands that understand and cater to these needs—both physically and mentally—are able to earn greater brand respect.

• Dove: Dove is an excellent example of a sensitive brand. It is known for being gentle on the skin, and its brand extensions have ensured that it remains sensitive to various parts of the body. Dove is a respected brand because of the sensitivity it shows, both physically and emotionally, which leads to happiness and joy among its consumers.

A brand that is able to solve problems for consumers automatically earns brand respect. Whether it be a health issue, a business challenge, or a daily inconvenience, problem-solving brands gain trust and loyalty from their customers.

• Burnol: Burnol is known for solving the problem of burns, providing quick relief and care to consumers worldwide.
• Vicks: Vicks effectively addresses cough and cold issues, making it a trusted household name for generations.
• Zoho: Zoho provides web-based business tools that help companies run efficiently, offering solutions for multiple business operations.

Because these brands solve problems, they are able to command brand respect. Problem-solving is an important ingredient in earning, retaining, and growing brand respect.

As consumers evolve, so do their needs. A brand that keeps evolving and is able to satisfy evolving consumer needs starts gaining brand respect. The ability to adapt, innovate, and cater to new demands ensures that a brand remains relevant and continues to be respected.

• Swiggy: Swiggy has continuously evolved by expanding from food delivery to quick commerce, fulfilling consumer demands for convenience and speed.
• Zomato: Zomato has evolved beyond restaurant listings to food delivery, grocery delivery, and even intercity food orders, adapting to changing consumer habits.
• Dunzo: Dunzo has revolutionized hyperlocal delivery by evolving into a one-stop solution for groceries, medicines, and essentials, ensuring consumers get what they need quickly and efficiently.

Because these brands continuously evolve, they not only gain and retain brand respect but also keep growing in their respective markets.

Brands that care are definitely respected brands. Whether it be before, during, or after Covid-19, brands that have shown care have gained brand respect. Consumers value brands that prioritize their health, safety, and well-being.

• Dettol: Dettol has gained brand respect through its various product forms, educational campaigns, and 100% protection promise.
• Savlon: Savlon has demonstrated care and protection, making it a trusted name in personal hygiene.
• Lifebuoy: Lifebuoy has actively promoted hand hygiene awareness, bringing not just respect to the brand but also to the entire hygiene category.

Caring brands not only earn respect for themselves but also elevate their entire category, ensuring long-term trust and loyalty from consumers.

Brands that communicate openly and are transparent in their dealings earn quick and sustained brand respect. Transparency builds trust and credibility, leading to stronger consumer relationships.

• Marriott: Marriott maintains transparency in reservations, pricing, and loyalty programs, ensuring that customers clearly understand what they are getting.
• Taj Hotels: Taj ensures honest communication with guests, whether in room bookings, event planning, or dining experiences. The seamless engagement with consumers reflects transparency, leading to consistent brand respect.

Transparent brands are built to maintain respect through constant interaction, feedback mechanisms, and open communication with consumers.

Brand respect is a valuable asset in brand marketing and business development. Every letter in the word RESPECT has a deeper meaning, as explained above.

If you want your brand to grow in terms of top line and bottom line, it needs to go beyond being just liked or loved—it must be respected.

To ensure long-term success, brands must focus on:

• Gaining brand respect
• Attaining brand respect
• Sustaining brand respect
• Maintaining brand respect

This will make brand respect one of the most valuable assets for any company.