Branding -Positioning-Advertising

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...

As marketing students the words we never forget whenever we make presentations are "brand","positioning","mind space". Etc.we have different opinions and definitions for "brand","branding","and positioning". Sometimes when i read books i really don't know what exactly they mean to us. How is it going to help us as marketing managers? The whole article is my personal interpretation about brand and positioning. How does a product differ from a brand? I personally feel that a product is one, which only concentrates on its functional attribute. What i really mean is that if i am a pen manufacturer i concentrate only on writing? So as a product seller i am keen in selling my product as a writing instrument. What difference i have to give or try to give if i want to market my brand instead of a product. Here comes the role of STP (Segmenting, Targeting, Positioning) concepts, the idea of perceptual mapping, etc.to put it more c...

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.