Peeyush's Blog World

LAW 1 The Law of Expansion ( The Power of a Brand is Inversely proportional to its Scope) When you put your name on everything, that name loses its power.  Marketers constantly run branding programs that are in conflict with how people want to perceive their brands. But people don't think in way what marketers wants them to think.  Customer in their minds, try to assign one brand name to each product. and they are not consistent in how they assign such names. They tend to use the name that best captures the essence of the product. It could be the mega brand name, or the model name, or the nickname. Customer wants brands that are narrow in scope and are distinguishable by single word, the shorter the better. Think Chevrolet. What immediately comes to mind? Having Trouble? ITS UNDERSTANDABLE. CHEVROLET is a large , small, cheap, expensive car....... or Truck. When you put your brand name on everything , that name loses its power. Chevrolet used ...

                    22 IMMUTABLE LAW OF BRANDING   (A dig on the classic book on power of BRANDING written by Mr. Al Ries & Ms. Laura Ries)   Introduction Marketing has become too complicated, too confusing, and too full of jargon. In most companies, Marketing work is done by many different functional group. Advertising, Product Development, Product Design, Consumer Research, Sales Promotion, and many more to name the few. What is the single most important objective of the marketing process?  what is the glue that holds the broad range of marketing functions together? the answer to both the question is one & only is - BRANDING Marketing process is the series of activities which creates a BRAND in mind of prospects which we also called - Customer/Consumer. MARKETING & BRANDING are two activities which are interlinked with each other in a...

                                      Brand Management Series What is Brand ? American Marketing Association - A  Brand is a Name, Term, Sign, Symbol, or Design, or a Combination of  them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Brands gives an unique identity to the product in the particular product category for example - McDonald in Fast food Restaurant category, Colgate in Toothpaste & Toothbrush Product category, Surf in Washing Powder Category, Dettol in Antiseptic lotion & Many more! Branding is a process which has its own advantages & disadvantages, on one side its gives unique identity to product, on the other hand its is very expensive process also which sometime even increase the cost of product also. Advantages :- 1. Product dies but a good brand doesn't - G...

Awareness is passive and unconvincing , and merely provides a starting point. To be aware of a brand is not the same as being loyal to it. Indeed, awareness follows the pattern " I SEE IT, I NOTICE IT", Which keeps the brand firmly in the role of 'external object', rather than a focus of desire , or product lust. Great Brand equity is about having an emotional connection to a Brand. The biggest, most common mistake made in branding is to imagine that the 'what' (the product) takes precedence over the 'who'(the consumers). Nothing could be further from the truth in terms of creating a long term brand strategy. Fail to make an emotional connection, and you lose out, because value is determined emotionally. Brand attributes are like claims related to a product. They are merely assertions unless the consumer's emotional brain finds them valid and worth embracing. The bottom line is that consumer beliefs and brand equity go hand in hand because both are...

Everyone feels before they think; the non-rational emotional reaction comes before the more rational secondary one. Companies Should capitalise on customers emotional response in brand creating Strategies- instead than appealing to their rational side - is the true key to getting result. Over complex campaign that rely on digital technology forget the simple truth; that even most jaded heart still seeks to believe that it has found a reliable ally.you will know, you have reached the point where there's emotional bond when the stories consumers tell spontaneously with a brust of spotaneous feeling. Excerpts from the article written By Dan hill . Does the brand -consumer link feel like a friendship? is there a sense of membership?can u readily identify yourself with brand?