Vertebrand Credentials

1. Branding in today’s environment
• In today’s market-place brands are bought for a variety of reasons
beyond just the name or the physical appearance.
• This is true for any product of service, across any industry sector.
• Branding hence encompasses not just the marketing function, but every
department in the business organization.
• That’s why, we believe it should no longer be called ‘branding’ - we call it
“Vertebranding”.

2. Introducing Vertebrand…
…India’s foremost Brand Value Engineers

3. Our Philosophy
Brand
=
Business

4. A brand is not the face of a business – it is the backbone
• Hence, visual identity and communication design are the consequence of
a business strategy – they don’t define the brand in totality.
• At Vertebrand, we therefore evolve brand strategies aimed at
systematically enhancing business value.
• Based on a comprehensive understanding of every ‘moment of truth’ in
the relationship between the brand and its multiple stakeholders, the
brand strategy directs all the 5 Ps of the marketing mix – product, price,
place, promotion and people.
• Branding is therefore a journey that involves the consistent monitoring
and strengthening of these moments of truth to continuously increase
the intrinsic valuation of the business.

5. Who are we relevant to
•Any business or brand which has been in the market for years / decades
and needs to be rejuvenated.
•A start-up venture which desires to quickly achieve market leadership and
build brand value within the constraints of limited marketing budgets.
•Market-leading brands which are today stagnating or languishing in the face
of stiff competition in a new, crowded market-place.
•Growing businesses keen on accelerating their brand value towards an
objective of listing in the capital markets, in the medium-term.

6. Key Benefits
• Optimizing marketing & communication budgets to maximize return on
investments.
• Systematically improving valuation of the business-brand pre & post
IPO.
• Creating a branding code of conduct within the organization to align all
internal employees to Company’s vision & goals.
• Orchestrating performance of varied communication & business
partners to ensure that all their output is consistently synergistic with
the business’ brand DNA.

7. 360 degree approach covering all the 4 p’s
• Brand positioning and launch
strategies
• Physical brand design and corporate
identity
• Channel structuring and building
• Marketing and communication
planning
Sales Marketing
• Outsourced brand management
• Recruitment standards People Business • Opportunity assessment
• Training • Measuring and tracking brand health
and performance
• Sensitizing stake holders
• Brand valuation/ Facilitating
purchase and sale of brands
• Entry and growth strategies

8. The ‘means’ is as important as the ‘end’
• Continuous focus on knowledge • Specialized tools and processes
gathering and collation
• Experience in all sectors
• Experience of partners and associates Knowledge Strategy
• Accumulated knowledge from projects
in all sectors
• State-of-the-art studio
Execution Design
• A national team for developing • Senior Creative Professionals
brand-focused marketing
communication plans and executing
them

9. Who we are
• Vertebrand is India’s pioneering initiative in brand value engineering
• An exceptionally-talented and experienced team of professionals from
premier Engineering & Management Institutes, with years of
experience in blue chip organizations across diverse industry sectors.
• Methodology and systems built over a decade of working with leading
Indian brands
• An Indian company which understands the Indian ethos in which
brands need to be nurtured and built

10. Composition of our Team
• Brand and marketing strategists
• Business and valuation experts
• Market researchers and analysts
• Advertising and communications specialists
• Channel strategists
• Digital branding and marketing experts
• Training and organization priming professionals

11. The ‘Science’ of branding
• Building Brand Value is the consequence of a strategic process.
• Evolved by design, not created by default.
• This process should be scientific, logical and verifiable.
• The process should also address every component of the brand value
chain

12. Proprietary tools aimed at end-to-end brand value building
Opportunity Strategic Physical Tracking and
Placement Sensitization
analysis Identity Identity Measurement
Opportunity and Brand Positioning Physical Identity Brand Sales and Disseminating Tracking your
Environment Audit Distribution Plans brand mission brand’s strength
Communication Marketing and Strategies and vision
3-year Brand Plan Communication Identifying your
Business Plan units Organization brand’s strengths
Blueprint structure and and weaknesses
Building
Budgets Suggesting remedies
Execution of these
strategies Brand Valuation

13. Scope of services
• Mind-to-market brand launches
• Brand rejuvenation and re-positioning strategies
• Brand health assessments
• Business brand due diligence
• Brand valuations
• Brand identity development
• Brand Placement – Channel and sales organization building
• Brand sensitization – training stakeholders and
aligning with brand code of conduct
• Outsourced brand management

14. Industries we cater to:
• Agri business and foods
• Industrial products and services
• Consumer and Retail
• Fashion, Textile and Luxury
• Auto and Auto Ancillaries
• Healthcare
• Technology and Telecom
• Education, Entertainment and Hospitality

15. Representative Client list

16. Representative Client list

17. Leadership team
• Raghu B Viswanath (Founder and MD)
Before establishing Vertebrand, Raghu spent over a decade at the helm of brand management
at leading companies like SmithKline Beecham Consumer Healthcare and Titan. A celebrated
speaker at brand summits across the world, his vision and astute business strategy have
steered many of India's biggest brands to the top of the ladder.
• Ronald J Palat (Management Advisor)
Among the pioneers of retail in India, Ronnie, as he is fondly called, introduced brands like
Mothercare to the country's big cities in, as far back as, the 1980s. With over 30 years'
experience across apparel, luxury retail, consumer durables and technology, he has been a
strategy consultant to a host of Indian and International organisations.

18. Leadership team
• Nalin Khannaa (President)
Nalin brings expertise built over 30 years of experience in top management positions across
industries like FMCG, Plantations, Commodities- Trading and Infrastructure. Prior to
Vertebrand he has served as the CEO of Best and Crompton Engineering as well as Director
and Chief Executive of Parry Agro Industries Ltd.
• Anustup Datta (Chief Strategy Officer)
Anustup's expertise lies in the areas of Brand Strategy, Brand Identity Creation, Corporate
Planning and Market Research, honed over seventeen years in Titan, SmithKline Beecham
Pharmaceuticals and Vertebrand. He also specializes in Brand Valuation, Brand Due Diligence
and Brand-related M&A, and has been guest faculty at several premier management institutes
in the country.

19. Leadership team
• Parthasarathy Pingali (Chief Acquisition Officer)
A Mechanical Engineer by education, Parthasarathy draws from 30 years of learning in Sales,
Marketing and Product Management while working with Escorts, Parry Engg., Kirloskar and
Voltas. A B2B brand strategy specialist, he has significant domain expertise in import/export
and marketing of industrial goods.
• Syed Haque (Associate Vice President)
Syed has 15 years of experience in consulting and practicing manager roles. His expertise
spans areas such as Strategic research/Corporate Planning, Business Plan Formulation and
Brand Valuation. Prior to Vertebrand, he has worked with Titan, Reckitt Benckiser, Tata
Strategic Management Group and Ernst & Young

20. Our mission
To create and grow brand value for businesses across diverse sectors, using a
combination of passion and intellect through a true partnership engagement model with
the client, sharing both risks and rewards.

21. Better brands lead to a better future