Values for Building Corporate Brand Arpit Soni [32NMP07]

INTRODUCTION
The Aim of this article is to introduce a conceptual framework for a corporate brand
building process based on values. The nature, role, and function of values are
considered as a core part of the value foundation of a corporate. This study is for
to show the different value framework of a corporate. This article is based on
research into the brand building efforts of my last organization SONEPAR INDIA PVT
LTD. The role of the values in the ten steps of the framework is explored and
illustrated. The study defines values as overarching concepts that summaries the
identity of the corporate brand and as guiding lights for the brand building process.
The study shows that corporate branding begins even before the company itself is
established and suggests new functions, such as managing branding relationships
and utilizing feedback to monitor and guide the process.
Another conclusion drawn from the article is that core values are vital for
continuity, consistency and credibility in a value‐creating process. The theoretical
and practical implications of using core values as a unifying common thread are
discussed in relation to the paradigm of brand orientation.

1
Values for Building Corporate Brand Arpit Soni [32NMP07]

Literature Review & Gap

PROFILE OF COMPANY

Sonepar is a B-to-B distributor of electrical products, solutions and related services.

The company flagged off its first green field operation in 2009 at Gurgaon, Haryana,
situated in the Northern region of India, marking the inception of Sonepar in the
Indian Business Market. Sonepar India has a base of over 10 warehouses and
offices across the country and is a preferred choice by Industry experts. With team
of experienced specialists that specialize in various product categories including
lighting and control, cabling, automation, equipment, safety, electrical distribution
and building automation. Sonepar India has always been a forerunner in delivery
and support for all its customers.

Meeting our customers’ needs is what we are all about. Through our multiple
distribution channels, we offer them a continually expanding range of products,
solutions and services. We advise and assist them in carrying out their projects. We
seek out the electrical material and technical solutions offered by manufacturers
that are best suited to demand in our markets. After selecting them, we make those
products and solutions available to our customers in the right place, at the right
time—and at the right price. And our logistics expertise developed through our

2
Values for Building Corporate Brand Arpit Soni [32NMP07]

distribution network makes for swift, effective, and reliable delivery of those high-
quality products.

Sonepar is an independent family-owned company with global market leadership

in B-to-B distribution of electrical products and related services. Founded in 1969
by Henri Coisne, Sonepar, electrical equipment distributor, grew rapidly thanks to
the ongoing support of its family shareholders, organizing and structuring its
business of electrical equipment distribution.
A group of European stature as of 1982, Sonepar is now enlarging its international
footprint through targeted acquisitions around the world. The integration of
substantial Hagemeyer assets in 2008 marks a major step forward in that direction.
Assisting customers in a wide range of markets and drawing on the skill and passion
of its 44,500 associates, Sonepar has sales of €21.6 billion (as of December 31,
2018). Through a dense network of 167 operating companies spanning 44 countries
and 5 continents, and the digital solutions developed, the Sonepar Group delivers
greater service and enhanced customer relations every day. Sonepar’s ambition is
to become “La Référence” – the standard-setter for all its stakeholders.
Sonepar’s business involves seeking out manufacturers and identifying and
selecting the electrical equipment and technical solutions best suited to market
requirements and then making them available to its own customers – generally
electricity professionals – in the right place, at the right time and at the right price.
Its logistics expertise, which serves a dense distribution network, ensures efficient,
reliable and rapid distribution of high-quality products.

3
Values for Building Corporate Brand Arpit Soni [32NMP07]

We leave it up to the men and women working at our subsidiaries to respond to

customer needs, because they have thorough knowledge of their markets. Shared
local initiative leads to global success. Strategic global policies validated by all are
implemented to enhance our operational excellence and serve our customers more
effectively.

4
Values for Building Corporate Brand Arpit Soni [32NMP07]

OBJECTIVES
“A product is something made in the factory; a brand is something the customer buys. A
product can be copied or imitated by a competitor; a brand is unique. A product can be
outdated; a successful brand is timeless.”

− Stephen King (WPP Group, London)

Building and properly managing corporate brand has become a priority for
companies of all sizes, in all types of industries, in all types of markets. After all,
from strong brand equity flow customer loyalty and profits. The rewards of having
a strong brand are clear.
The problem is, few managers are able to step back and assess their brand’s
particular strengths and weaknesses objectively. Most have a good sense of one or
two areas in which their brand may excel or may need help. But if pressed, many
(understandably) would find it difficult even to identify all of the factors they should
be considering. When you’re immersed in the day-to-day management of a brand,
it’s not easy to keep in perspective all the parts that affect the whole.
In this study, I identified few Value Characteristics that would help in strong brands
share and construct a report card—a systematic way for managers to think about
how to grade their brand’s performance for each of those characteristics. The
report card can help you identify areas that need improvement, recognize areas in
which your brand is strong, and learn more about how your particular brand is
configured. One caveat: Identifying weak spots for your brand doesn’t necessarily
mean identifying areas that need more attention. Decisions that might seem
straightforward— “We haven’t paid much attention to innovation: let’s direct more
resources toward R&D”—can sometimes prove to be serious mistakes if they
undermine another characteristic that customers value more.

5
Values for Building Corporate Brand Arpit Soni [32NMP07]

METHODOLOGY

The goals of this study are comprehension, understanding and illumination of the
phenomenon, rendering the study both explanatory and descriptive. An abductive
and qualitatively descriptive approach has therefore been chosen as a research
design. The case is to analyse the data of Sonepar India organization from different
kind of conditions, and different stages of business growth. The stages of growth
of the companies were reasoned out from the Questionnaire and other
documentation about the histories of the companies. Thus, we were able to use
accurate data from different ends of the growth stages.
Today, the Automation marketplace is flooded with various brands. The
requirement of the seller’s brand to stand out among other parallel brands is
crucial. Hence, there is a fierce competition among the sellers to make their
products or services stand out in the market, thereby winning new consumers and
retaining the existing ones. At times, it even leads to diverting the consumers
following other brands to the seller’s brand. To remain competitive in the
marketplace, strong brand management is required. For strong brand
management values of the organizations should be at the top priority, which
provide a good base to organization to grow in this competitive environment.

Value Traits
1. PASSION:

6
Values for Building Corporate Brand Arpit Soni [32NMP07]