The ultimate aim of any modern corporate is growth with profit maximization. Growth is the first and foremost characteristic of nature and its products which include modern societies with all their industrial, agricultural and service sectors and above all the research organizations to cater to the needs of primary, secondary and tertiary sectors. Governed by the laws of the universe and nature, societies, markets and above all human life are in the constant churn of development in the realm of creativity and innovativeness.

Outstanding brands have characteristics which are built through careful planning and meticulous nurturing over a period of time.

Building an outstanding brand is every marketer's dream. Some succeed, others don't. It is worth studying the characteristics that are attributed to great brands. These attributes can be built through careful planning and meticulous nurturing over a period of time. This is because it takes a certain time for the customer to absorb the communication sent out by the brand and accept the value proposition.

Sometimes, marketers are too hasty in expecting acceptance by customers when a newly launched brand undertakes an advertising blitzkrieg. This had happened in the case of SKumar's launch of Tamarind; Hrithik Roshan in his prime was endorsing the brand. Contrast this with the steady approach of Parx (from the Raymond stable) which has painstakingly worked on the customers' psyche until it has managed to carve a niche for itself. There are some ground rules that can enable any marketer to build great brands.