Builders in Goa think CREDAI membership is a Star rating for their Brand.

" A View of Heaven" from your Living Room, 
 " Peace" is what we give your complimentary...etc etc

With Such Catchy Headlines supported by Pictures of Beautiful Sea view or Greenary, a footnote highlighting " CREDAI" membership of the builder is a common phenomenon today in almost all the Ads we see for Selling Homes/properties in Goa.

For the Benefit of Readers, I'll briefly explain what is CREDAI ( Confederation of Real Estate Developer's Association of India.).

CREDAI'S main objective is to build a cohesive strength of Real estate businessmen, so as to give the members a collective voice to raise issues with Govt. Bodies related to their permissions/taxations/fees/licenses etc.

"The stronger our numbers, the more likely will our voice be heard." This is a statement in CREDAI's website.

Well this is certainly a good initiative from a real estate bizman point of view, such associations are very much required in an Indian business scenario where being an entrepreneur is also a "NOT SO GOOD" experience.

Now that we know what CREDAI affiliation is all about, let me ask you Whether it makes sense (Branding Sense) to give it a highlight in your Advertisements?

From a customer point of view, is it of any benefit to him/her?

I am sure, its not only that Builders are not applying logic in highlighting such affiliations, it is our customers too who are ignorant to educate themselves on such matters and understand importance of such affiliation in making their buying decission.

It is become a blindly accepted belief that any business which has a membership of some national association is a big brand, or at least is perceived to be better than its competition.

It is because of such ignorance by our customers, branding in local markets like Goa is still like an Allien Fantasy. Cannot blame the Businesmen completely on this.

Similar to CREDAI membership, there are more relevant affiliations like " Indian Green Building Council" which are more inclined towards better servicing to the customers.

Such affiliations are also being highlighted by some builders....I would urge that every builder should look forward for acquiring such affiliations to highlight it as a Value proposition to your Brand.

Let us focus on building brands in right context, so as to make it more relevant and more sustainable.

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