Quotes by Nirmalya Kumar - Page 1

If you do not clean up, you won't be stronger in the long run.
Nirmalya Kumar / Professor
Running
Long
Stronger
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Fairly or not, Western consumers associate Chinese products primarily with 'low price.'
Nirmalya Kumar / Professor
Chinese
Western
Fairly
Associate
Low
Primarily
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Haier, a Chinese brand, exemplifies the trend of emerging market companies building brands that are being accepted, if not recognized, by the Western consumer.
Nirmalya Kumar / Professor
Accepted
Brands
Chinese
Emerging
Western
Consumer
Recognized
Trend
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Process innovation is different from product innovation. It's about how do you create a new product or develop a new product or manufacture a new product, but not a new product itself?
Nirmalya Kumar / Professor
Innovation
Develop
Manufacture
Product
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You can't be a professor without having been a student. You can't be a consultant without having been a research associate. So, if you outsource the least sophisticated jobs, at some stage, the next step of the ladder has to follow.
Nirmalya Kumar / Professor
Sophisticated
Associate
Consultant
Ladder
Next Step
Outsource
Professor
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The problem often is that aspiring brands wish to be universally loved. Unfortunately, universal love is neither achievable nor desirable. Instead, great brands are loved by some and hated by others because they actually stand for something.
Nirmalya Kumar / Professor
Brands
Desirable
Love Is
Stand For Something
Love Great Love Is
Aspiring
Unfortunately
Neither
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Chinese brands will face many obstacles when marketing to Western consumers. Beyond the associations with poor quality and unsound environmental practices, they generally do not have the marketing capabilities or budgets to build powerful global brands.
Nirmalya Kumar / Professor
Quality
Environmental
Brands
Budgets
Chinese
Marketing
Obstacles
Western
Associations
Beyond
Capabilities
Generally
Practices
Unsound
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What the global delivery model allows is, it allows you to take previously geographically core-located tasks, break them up into parts, send them around the world where the expertise and the cost structure exists, and then specify the means for reintegrating them.
Nirmalya Kumar / Professor
Cost
Delivery
Expertise
Structure
Exists
Model
Parts
Send
Specify
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As brands become larger, the need to reach greater numbers of customers makes them less edgy and dilutes their unique positioning as they try to please everyone. It is therefore not surprising to find such brands go into a few years of decline before they are able to reinvent themselves.
Nirmalya Kumar / Professor
Brands
Decline
Edgy
Numbers
Please
Surprising
Unique
Years
Please Everyone
Positioning
Reinvent
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The problem with the mobile industry is that it deals with an intangible service which is largely similar across major players. Most consumers cannot tell the difference between Vodafone and Orange, or AT&T and Verizon in the U.S., beyond the colors and the logos. I suspect neither can the companies.
Nirmalya Kumar / Professor
Deals
Intangible
Logos
Mobile
Orange
Across
Beyond
Colors
Companies
Major
Largely
Neither
Service
Similar
Suspect
The Problem With
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Branding is not merely about differentiating products; it is about striking emotional chords with consumers. It is about cultivating identity, attachment, and trust to inspire customer loyalty. Chinese brands score low on attributes such as “sophisticated,” “desirable,” “innovative,” “friendly,” and “trustworthy.”
Nirmalya Kumar / Professor
Loyalty
Attachment
Emotional
Inspire
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Branding is not merely about differentiating products; it is about striking emotional chords with consumers. It is about cultivating identity, attachment, and trust to inspire customer loyalty. Chinese brands score low on attributes such as 'sophisticated,' 'desirable,' 'innovative,' 'friendly,' and 'trustworthy.'
Nirmalya Kumar / Professor
Trust
Attachment
Attributes
Brands
Chinese
Chords
Cultivating
Desirable
Friendly
Identity
Innovative
Inspire
Products
Score
Sophisticated
Trustworthy
Customer
Low
Merely
Striking
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Nirmalya Kumar Quotes - Page 1

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