We are well aware of the popular marketing phenomenon known as product bundling. In product bundling, products from within one brand are bundled together to promote both the products to the customer. So a new soap might be bundled with an old shampoo, which together builds the popularity for both - Soap and Shampoo. Co branding is a similar exercise where instead of using … [Read more...] about Co branding – Definition, Uses and Examples
Brand awareness is actually making the consumer acquainted about a particular brand or product. The availability and existence of a specific brand in the minds of people is very important as we live in a world where people have a tendency to lean towards branded products. It has become vital that most people have at least heard about the brand and recognize it as it can prove … [Read more...] about Brand awareness and its importance to Branding
What is Brand Architecture? Brand Architecture is an important part of any company and can be referred to as a building plan. The main factor that helps in making a strong and durable brand is its brand architecture. … [Read more...] about What is Brand architecture and what are its advantages?
Brand is associated with intangible benefits and experiences that the customer attains by using a product or a service. Brand should not be confused with the trademark, logo or the name of the company. It is actually a collection of thoughts and feelings about the experiences when getting in touch with the product or service. As the perception of intangibles is in the eye of … [Read more...] about Brand Essence – 9 ways to have a strong brand essence
Brand identity is the true reflection that an organization portrays to its customers. Brand identity is a reflection of the promise, from the company to its customers, assuring them of true value. It's how customer look at the brand and how to identify the brand. It helps in distinguishing the aspects and characteristics of one company from the other. It is in fact a bridge … [Read more...] about Understanding brand identity and its impact on an organization
Why do people still travel to visit famous places when they can easily use apps like Google Earth to virtually "fly" there in seconds for free? Why travel to see the pyramids in Egypt or the wildlife in Yellowstone when there are plenty of online videos and pictures? Travelers get to take a few photos and return with memories, but again, they could get similar pictures and … [Read more...] about Using Event Marketing To Build Brand Equity
Why brands fail is a question asked by Top management as well as the overall organization when a brand fails. During the process, no one notices the failure of the brand. It is only after the company has given up that they realize where the Brand had failed. To understand why brands fail, let us have a look at the past of branding. There were times when the Products ruled and … [Read more...] about Why brands fail – Reason for brand failures
When branding became a popular concept, marketers started analysing how to build better brands. Jennifer Aaker is a popular marketer from Stanford who suggested the concept of five traits of brand personality. Brands began having personalities when people started getting attached to them. Hence, Pepsi can be called as a "young personality". Harley davidson can be called as … [Read more...] about Five traits of Brand personalities – Brand personality traits
What is Individual marketing? Marketing is an essential activity without which any brand cannot survive during these competitive times. There are various methods of marketing a brand or its products. But one type of marketing which is rising in importance is individual marketing. Individual marketing is a promotional tool for separate entities. To best explain marketing for … [Read more...] about Individual marketing and its impact in today’s business environment
There are numerous reasons why brands fail. Sometimes it is because the market they are associated with has become obsolete. Other times it is as a result of extending into an unsuitable product category. In some, dramatic cases it is the result of a high-profile scandal which causes the public to boycott the brand. Often though, the reason for failure is more straightforward. … [Read more...] about Idea Failures
As well as the McLibel Trial, McDonald's has also experienced a number of more conventional marketing problems in recent years. Most of these problems have been new products that have failed to inspire consumers. McLean Deluxe (an attempt to cater for the health-conscious customer) and McSoup are two obvious examples, but it was with the Arch Deluxe burger that McDonald's … [Read more...] about Brand Failure – McDonald’s Arch Deluxe
Think of a brand success story, and you may well think of Coca-Cola. Indeed, with nearly 1 billion Coca-Cola drinks sold every single day, it is the world's most recognized brand. Yet in 1985 the Coca-Cola Company decided to terminate its most popular soft drink and replace it with a formula it would market as New Coke. New coke was a Coca cola brand failure story. To … [Read more...] about Coca Cola Brand Failure
Imagine if there was no coke or pepsi? There was just cola. How would 2 of the biggest brands on earth survive? Thus branding has gained importance in the past several years. Brands are a means of differentiating a company's products and services from that of its competitors. The product might be same, but customers may pay more for a more established brand with a better … [Read more...] about The Meaning of brands
Airtel has rebranded its logo to a white colored curvy model along with an orangish background. On top of it, the brand is using its media strength to advertise the change it has brought especially with the introduction of 3G. Recently we have seen Videocon being rebranded to a greener model. However the question is did Airtel really need the change? … [Read more...] about Airtel Rebranding – Was it needed?
Brand – The word, the phenomenon which has revolutionised the behaviour of shoppers when they are all out in pursuit of finding THE perfect stuff in stores. Little do they worry of what goes behind in formation of a phenomenon, which magnetizes them towards itself in a shopping store. Companies at the same time are putting in mammoth efforts to create their individual … [Read more...] about Branding – How it all started