Pradeepto Dey 
Channel Director, Autodesk India & SAARC

BRAND POWER
Autodesk’s vision is of a better world designed and made for all. It intends to sustain and enhance its brand’s value proposition in 2024 by focusing on three main areas – 
•    Improving operations: This includes sustainable business practices and activating diverse employees to make a positive impact at work. 
•    Partnering with customers: Autodesk aims to empower innovators to harness data, automation, and insights to optimize the impact of design and make decisions. 
•    Advancing industries: Through cross-sector collaboration, policy advocacy, and by catalyzing innovation between and beyond our industries, Autodesk aims to drive positive impact at scale

BRAND VIRTUE
Autodesk uses multiple platforms and tools to monitor the impact and perception of the brand. It looks closely at Social Media Monitoring, SEO Metrics, Web analytics, Surveys, as well as engaging Market research firms. It looks at data that tracks mentions and sentiment about the brand, search engine rankings and website traffic from organic search which can indicate brand awareness as well as conducting surveys and polls to gather direct feedback from our customers and the broader market.
Each year, Autodesk releases a State of Design & Make report; this year’s report is a study of 5,400 business leaders – including Indian leaders – in industries that comprise the Design and Make category. These sectors include architecture, engineering, construction and operations (AECO), product design and manufacturing (D&M), and media and entertainment (M&E). These insights allow Autodesk to gauge brand awareness and perception and inform its brand decisions.  

BRAND STYLE GUIDE
Autodesk has comprehensive brand guidelines that include details about logo usage, typography, colour schemes, imagery, and tone of voice. These guidelines ensure consistency across all materials and platforms, from the website to marketing collateral, for not only Autodesk but also its channel partners.
To measure the efficacy of the brand strategy, Autodesk looks at surveys, website traffic, social media mentions, search volume data, customer retention rate, net promoter score (NPS) and the marketing return on investment. 

BRAND MESSAGING
The value proposition at Autodesk, is primarily based on several main aspects: accessibility, performance, and brand/status. The company offers a wide range of options and has acquired numerous firms, thus adding several new capabilities to our portfolio.  
To ensure consistent communication across all customer touch points, Autodesk employs several strategies alongside its brand guidelines. Autodesk also provides consistent customer service and support across all touch points, ensuring that its customers receive the same high level of service whether they are calling in for support, using live chat, or seeking help through community forums or its partners. Autodesk also provides training and educational resources to help customers get the most out of its products.

BRAND INNOVATION
Autodesk places a high emphasis on research and development (R&D) to drive innovation and maintain competitiveness.  Autodesk Research plays a crucial role in the company’s innovation efforts. It explores how technology can be applied to emerging design and make challenges to prepare the company for the future and help to lead and inspire customers.

Additionally, Autodesk runs a Research Residency Program, which is a research and development program where a diverse global community of innovators from industry, academic, and entrepreneurial sectors collaborate to design, make, and de-risk the future together. 
These efforts underline Autodesk’s commitment to continually push the boundaries of what’s possible in design and engineering fields, ensuring that it remains at the forefront of industry advancements.