why FTC?

To give a technical definition, “Brand management” is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product's perceived value to the customer and thereby increase brand franchise and brand equity (marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name).

It mostly intends to build upon the level of quality people have come to expect from the brand and thus control the amount of money, consumers will shell out for a product.

But when it comes to luxury brands, most of us are paying much more than what a product is really worth. We are not paying for the high quality, but a brand name and the image it has built for itself. It is that image – pre fabricated and readymade is what the consumers our buying.

A Louis Vuitton tote isn’t may be worth a few thousand dollars but the lifestyle and image associated with the brand is, which is exactly what anybody worth his money is ready to pay for!

Thus brands build upon an image which they can sell to their target customer base. It is this image which allows a brand to set the prices and basically fuck the customer (FTC), thus allowing him a piece of his dream lifestyle.

According to various surveys, the size of the luxury market in India is estimated at around US$ 3.5 billion, and could easily leapfrog to US$ 30 billion by 2015. The rapid growth of the Indian middle class means that a larger number of consumers are able to afford luxury goods than ever before.

This blog will thus reflect on various brand building practices, trends and the images various successful lifestyle and fashion brands have used and created lifestyles for the Indian markets!