Bhagavad-gita Verses Brand Management
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Bhagavad-Gita Verses Brand Management It’s the beauty of this Epic Mahabharata that has contributed a lot to the modern corporate management. The Bhagavad-Gita which is nectar by itself is an excerpt from this great epic. If an individual truly analyses the different verses in Bhagavad-Gita, he can imbibe mammoth understanding of the subject and can always correlate this to his personal or Professional life. I was trying to compare the BRAND with that of SOUL, and these verses are of immense help to illustrate and explore the same. 1. Chapter 2 Verse 13: “Dehinosmin yatha dehe kaumaram yauvanam jara || tatha dehantara-praptir dhiras tatra na muhyati”
a. Meaning: Just like the embodied soul continuously passes, in this body, from boyhood to youth to old age, the soul similarly passes into another body at death. Abstemious person ls not bewildered by such a change. b. Analysis:
i. What we learn from this verse is that a Brand (Soul) is evolved only after the organization decides on the Product (Living Beings). From the date the Product (Body) is launched, to the day the product becomes obsolete the Brand continues to exist. Just like we experience the soul but cannot see the same, humans can experience the Brand but cannot see them. Brand comes to existence only and only if it is attached to a Product and or Service. ii. An excellent and expert organization does not worry of the Product much when it gets Obsolete; they try to bring in new products under the brand as time goes by. 2. Chapter 2 Verse 20: “na jayate mriyate va kadacin nayam bhutva bhavita va na bhuyah, || ajo nityah sasvato 'yam purano na hanyate hanyamane sarire”
a. Meaning: For the soul there is neither birth nor death at any time. He has not come into being, does not come into being, and will not come into being. He is unborn, eternal, ever-existing and primeval. He is not slain when the body is slain.
b. Analysis:
i. What we learn from this verse is that a Brand (Soul) should be made as strong as possible. Once the brand becomes strong, it will be ever existent and only products or service keep changing based on the market needs. ii. A good product or service company sees to it that the Brand image is not affected by the life span of a Product and or service.
3. Chapter 2 Verse 22: “vasamsi jirnani yatha vihaya navani grhnati naro 'parani || tatha sarirani vihaya jirnany anyani samyati navani dehi “ a. Meaning: As a person puts on new garments, giving up old ones, the soul similarly accepts new material bodies, giving up the old and useless ones. b. Analysis:
i. This is the same point as of first. As Products becomes useless or obsolete the brand has to switch over to a new product category. ii. This has been observed too, that if a organization is closing down because of products becoming obsolete and or something else, some other major organization try to buy the brand from them and use the same for any of their products. 4. Chapter 2 Verse 23: “nainam chindanti sastrani nainam dahati pavakah|| na cainam kledayanty apo na sosayati marutah”
a. Meaning: The soul can never be cut to pieces by any weapon, nor burned by fire, nor moistened by water, nor withered by the wind. b. Analysis:
i. This is the learning that brand has to withstand all kinds of aggressions. ii. A good brand will not shrivel off based on any external or internal factors. Conclusion
A BRAND should be like a SOUL, for any organization. Just like a bad soul can spoil the human race, a murky Brand could spoil the entire market of the Organization. Krishna says that a human should understand his soul (Athma), for surrendering himself. If a human starts understanding his soul then he is not withered by his surroundings and reaches the top, similarly the BRAND should be built in an organization. In Chapter 2 Verse 12, Krishna says, “Na tv Eva ham jatu nasam na tvam neme janadhipah na caiva na bhavisyamah sarve vayam atah param” Meaning: “Never was
there a time when I did not exist, nor you, nor all these kings; nor in the future shall any of us cease to be.” This is too an indication that Good Brands will exists longer, and will be cherished by the customers, and make them feel associated to that. (Shlokas & Meaning help Courtesy from http://www.iskcon.com/books/bg/bg.php?ch=1)
Nataraj Viswanathan – Titan Industries Limited [email protected]
a. Meaning: Just like the embodied soul continuously passes, in this body, from boyhood to youth to old age, the soul similarly passes into another body at death. Abstemious person ls not bewildered by such a change. b. Analysis:
i. What we learn from this verse is that a Brand (Soul) is evolved only after the organization decides on the Product (Living Beings). From the date the Product (Body) is launched, to the day the product becomes obsolete the Brand continues to exist. Just like we experience the soul but cannot see the same, humans can experience the Brand but cannot see them. Brand comes to existence only and only if it is attached to a Product and or Service. ii. An excellent and expert organization does not worry of the Product much when it gets Obsolete; they try to bring in new products under the brand as time goes by. 2. Chapter 2 Verse 20: “na jayate mriyate va kadacin nayam bhutva bhavita va na bhuyah, || ajo nityah sasvato 'yam purano na hanyate hanyamane sarire”
a. Meaning: For the soul there is neither birth nor death at any time. He has not come into being, does not come into being, and will not come into being. He is unborn, eternal, ever-existing and primeval. He is not slain when the body is slain.
b. Analysis:
i. What we learn from this verse is that a Brand (Soul) should be made as strong as possible. Once the brand becomes strong, it will be ever existent and only products or service keep changing based on the market needs. ii. A good product or service company sees to it that the Brand image is not affected by the life span of a Product and or service.
3. Chapter 2 Verse 22: “vasamsi jirnani yatha vihaya navani grhnati naro 'parani || tatha sarirani vihaya jirnany anyani samyati navani dehi “ a. Meaning: As a person puts on new garments, giving up old ones, the soul similarly accepts new material bodies, giving up the old and useless ones. b. Analysis:
i. This is the same point as of first. As Products becomes useless or obsolete the brand has to switch over to a new product category. ii. This has been observed too, that if a organization is closing down because of products becoming obsolete and or something else, some other major organization try to buy the brand from them and use the same for any of their products. 4. Chapter 2 Verse 23: “nainam chindanti sastrani nainam dahati pavakah|| na cainam kledayanty apo na sosayati marutah”
a. Meaning: The soul can never be cut to pieces by any weapon, nor burned by fire, nor moistened by water, nor withered by the wind. b. Analysis:
i. This is the learning that brand has to withstand all kinds of aggressions. ii. A good brand will not shrivel off based on any external or internal factors. Conclusion
A BRAND should be like a SOUL, for any organization. Just like a bad soul can spoil the human race, a murky Brand could spoil the entire market of the Organization. Krishna says that a human should understand his soul (Athma), for surrendering himself. If a human starts understanding his soul then he is not withered by his surroundings and reaches the top, similarly the BRAND should be built in an organization. In Chapter 2 Verse 12, Krishna says, “Na tv Eva ham jatu nasam na tvam neme janadhipah na caiva na bhavisyamah sarve vayam atah param” Meaning: “Never was
there a time when I did not exist, nor you, nor all these kings; nor in the future shall any of us cease to be.” This is too an indication that Good Brands will exists longer, and will be cherished by the customers, and make them feel associated to that. (Shlokas & Meaning help Courtesy from http://www.iskcon.com/books/bg/bg.php?ch=1)
Nataraj Viswanathan – Titan Industries Limited [email protected]
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