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Content Tip
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Write
Articles to share your ideas, views and experiences.
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What
is a Brand & What is Branding? What is Essential for Branding
- the Advertisement or the Brand?
Lets broadly classify the viewers segment,
not all viewers are the same and nor do they think rationally.
We have viewers who get attracted by ads
and they do the buying, so the first segment goes by the world as it is to
be. On the other hand, we have viewers who are
brand loyal and they prefer not to switch irrespective of what
kind of ads the competitors run and the mega offers they promote. The
second segment rely more on the status the brand projects. We do have a
niche third segment they are not brand pullers,
they rely more on quality and service. They rely
more on their own previous experience and less on outsiders
experience or influence.
Well, presently the Corporate are targeting more on the first segment
viewers who are always a loss for the company because they switch brands
very easily and in doing so, they are not building a better brand for
tomorrow, ie, a brand which is reliable for many years. With the present
day communication systems changing the way a brand has to be projected,
corporates are more into promotional offer ads rather than brand building
ads.
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Branding is not more
of visibility and less of projection. Branding is what a
customer can feel at the time of purchase. It is not about the status nor
what the brand carries. It is more about the internal satisfaction a
customer derives at the time of purchase. So branding should work closely
in building up the sense of satisfaction rather just satisfaction. |
Today, the corporate world is relying more on visibility rather what they
possess. It takes a sense of pride for any corporate in projecting his
brand and the same should be felt by the real owners of brands i.e. the
customers.
Customers build a brand
for the corporate and not vice versa. These days we had brands which rely
more on word of mouth to get its brand projected, so when we talk about
word of mouth, it is the customer who is the real owner of the brand and
not the corporate who has built the brand. Few examples of better brands
in the FMCG sector include Lifeboy soap which was the first product
launched in India and its been doing tremendous business even after 6
decades. It may be losing its share in the present day market but still is
fairing well.
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What are the few major reasons that are
responsible for a brand loss - one is innovation.
If you stop looking at the world and the way it is changing, it
leads to brand loss.
Lifeboy is a traditional soap as compared to other
brands which are more about being fancy and having a status. Over here
Lifeboy was not able to live up to the changing world which was
experiencing more value for comforts and fancy products due to which other
competitors were able to eat a small pie of their share.
Branding is a complex word so is the world we are living in. People are open to new products which
projects false image of beauty and luxury, and one such brand which was
not able to handle this peculiar situation was
Medimix, which had to part with its
shares, giving them to other competitors. |
Film icons have been the actual brand owners
in today's world - they have been promoting the brand and not the product.
So these days it is the product which does most of the branding.
Here is a good example which gives a clear
insight towards a product and a brand - lets talk about the automobile
market, more precisely of the Two-Wheeler segment. We have two big brands
- one is Hero Honda and the other
Bajaj. Since a long time and till date
Hero Honda was the market king with its product catering to all segments.
However, of late it is losing its share to Bajaj Pulsar. This particular
product has the customer pull because of its style and its projected
youthful look. That doesn't mean Hero Honda is at the losing end, still
its the number one player followed by Bajaj Pulsar. So Hero Honda has done
a great work in building a brand based more on reliability and simplicity,
which has made it more stubborn to face the world.
One good look product from Hero Honda, you
can imagine the damage this brand could cause for other brands including
that of Bajaj. The percentage of damage Bajaj Pulsar has caused Hero Honda
may be a small or a big one, but one good product from Hero Honda with
youthful look can be a devastating market for Bajaj. So Hero Honda relied
more on the product it delivered and less on branding which left it to the
customers to be the owners of the brand.
Please note: This is my own personal opinion and people can find
the difference and in this regard views are always encouraged to be shared
rather than kept silent.
Contributed By : V Hari Narayana Reddy,
MBA Experience: 3 years in IT sales / Corporate Relations and
International Email Marketing Contact Details:
vattemhari@yahoo.in
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