BATA has a social media plan in place and has tried to deliver content across formats to ensure it remains before its consumers. However their word cloud suggests a large number of these mentions are related to BATA financial results and stock price.

Branding, as it is understood today, is best described as the value a consumer derives from a product. Let us first understand what brand management is. We looked at the journey of few modern brands and picked up a few tenets of wisdom.

Campaign spends by brands are the biggest at this time and its interesting to look at how brands want to integrate themselves into their consumer’s psyche at this time. According to moneycontrol, festive advertising will grow 20% to Rs. 20,000 Crore in 2019. So lets see how this is being spent.

Branding is not merely about having a good product or publicizing it. Branding is about believing in your own product and giving it an identity of its own through a carefully chalked out sequence of strategic actions.

Social media is a powerful tool. However unless used along with "social listening" tools, may not give you strategic advantage in your marketing and branding campaigns.