This document discusses how to build strong brands. It states that most markets in India are still in early stages of evolution, providing opportunities to build brands that create barriers for competitors. To build a strong brand, companies should understand what benefits customers seek in a product or service and what attributes provide those benefits. They must then deliver value to customers through the brand by aligning internal systems and processes. Building brands requires a long-term, strategic approach rather than piecemeal efforts, and focuses on delivering customer value over time through cooperation across departments. Measuring brand equity helps understand a brand's value in generating future cash flows and loyalty.