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
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.
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 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.
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.
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
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