Brand building essentially depends on the distinctiveness or strength of a mark indicates the source of the goods or services with which it is used. Public acceptance determines the strength of the brand which in turn depends on its unique character in its quality or when it has received intensive advertisement or both.
The need of the hour is to improve the “quality standards” as nothing can substitute the role of “quality” in brand branding. “Made in India” does not instill the same kind of respect as is commanded by “Japan” brand. This is the result of long term perseverance and brings a sense of positivism among the customers. “Made in India” has very weak reach among the customers on a global basis. Some of the products were banned or suffers due to its reputation on account of its quality.
Thus, the quality should be improved which in turn will promote the brand. Long term critical assessment is required for sustainable industrial growth. There is no shortcut to success.