Mind Tree consulting seems to have built up considerable, albeit intangible, brand equity in the month or so that has passed after its launch. The management is confident and optimistic in making this goodwill last, because it has consciously embarked on a strategy of which brand building is a crucial part. According to vice chairman of mind tree, Subroto Bagchi “we saw the writing on the wall. Branding is going to become a crucial element of service companies in the coming years. The market of it solution companies is crowed. Therefore we choose crucial elements to differentiated our companies from other. One of them is branding. Another is innovation”.
It seems even the name was chosen from the point of view of creation of brand equity. The name mind tree is supposed to communicate “imagination, action and joy”. Imagination-reflecting the innovative approach of the company, action-mirroring that the company is on the move and joy showing that employees enjoy their work, which is not drudgery.
In fact their founders got their logo deigns by spastic children. They have also declared that a part of their profits will go towards funding primary education. All this has gone along way in creating goodwill for the company.
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