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During my presentation on 'Branding Initiatives' at the NASSCOM Emerging Companies Forum, there was an interesting question on 'how feasible it is to build a brand through social media channels?'

I think more and more brand managers and communication specialists in India are waking up to the new media. The practice of using social media to build brands is fast catching up and there’s enormous work being done in this sphere. Social Media gives the customers a distinct voice - that voices its preferences, tastes, likes, dislikes, discontentment, frustrations and more. Smart companies and branding professionals listen to this patiently and work on how to leverage this interaction to create a positive brand image.
Even though the social media as a brand concept is still nascent in India, there are some organizations which are prioritizing this as one of the key ways of reaching customers and building trust.