Branding and Positioning

This blog will give ideas about what is branding and how some global companies have succeeded by branding.It will also share views on branding techniques and how to position the product in the mind space of a customer etc.

Also helps in sharing views of various marketing gurus opinions about different branding and positioning concepts.

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Airtel TV commecial- A blend of Emotions and Benefits

The recent Airtel Commercial where a grandson meets his grandfather is a perfect blend of emotions and benefits. If we read the book “ Ogilvy On Advertising” written by David Ogilvy he says about the commercials which has above average performance in making customers shift brands. In that he lists commercials, which gives fun, testimonials, product usage, emotions etc have the capability to shift Brand preference. Generally emotions are used in cases where you can’t explain the benefit of a product like cigarettes, beer etc. Here in this new Airtel commercial the emotional distance between the grandson and grandfather is broken by the network coverage capability of the airtel network. If we closely watch, the grandfather’s residence will have a village set up which shows the network extension of Airtel to even villages. It also suits the Indian culture and current trends of Indian families where the modernization and lifestyle has lengthened the road of emotions but a parents mind a...

Suicidal Branding

Over years we have seen Corporates talking more about Branding.I see three faces broadly here in an Organisation's growth Path. Stage One: Company in its Start up stage wants to differentiate itself from its competitors and give extremely good Service levels to its customers to kill competition.There is a continous focus on Innovation ,Value Addition etc.Most of the time size is also small and it is quite Manageable.In this phase most of the time branding evolves through automatic route merely through customers Word of Mouth(WoM).Most of the companies later dont realise it is this Fundamental "quality of Service-Innovation-Value addition " is the core of Branding. Stage two: The second Phase is when a company is in Matured/Post Growth state where it looks for Market Expansion.Now Company thinks about Branding investment because it understands that WoM Cant cut across geographies/industries effectively.Capitalising on the WoM and Branding Initiatives companies Grow More an...

COKE- A SAGA NOT A BRAND

SOME OF THE KEY SUCCESS FACTORS FOR COCA –COLA  Brand image There are two schools of thoughts one says a brand can be built and other says a brand is evolved.whats right is not our issue now however a brand signifies one word called “trust” the consumer have on that brand. A trust can’t be built over night. It’s a saga. Coke has its history of about more than a century and this prolonged sustenance has definitely added to the brand image in the minds of the consumers and to its wallet.  Brand associations. Throughout its history it was really excellent in associating the brand with right celebrities, right personality, right colour etc.the campaigns like “tanda mat lab coca cola” best describes the intangibles associated with that in India.  Brand extensions: It capitalized on its brand equity by extending into mineral waters and other flavors of coca-cola at right time. It acquired a company called minute maid corp. and introduced Fanta (1960), sprite (1961) and tab in 1963.it brok...

Branding -Positioning-Advertising

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