What is more important in strategizing your brand only paves way to attract more customers to your product. In short identify the users and place your brand as the best alternative. Creating a relationship with a particular section of people always gives better mileage. Like most commercial successful brands identify and strategize their brands with children since a survey suggested that children influence decisions in domestic products. Like tooth pastes, which make most children do the commercials to get mileage. Here they take care of the children’s influence and also the caring nature of the parents. This is the ideal quality for a good entrepreneurship development
Then we have the perfumery ads which target men customers using hot women wooing over the men. In short Brand Equity Campaign is projecting your product in a way to garner more clients. And this ultimately leads to the success of the brand. Another most important point to be considered is ethical media war. You might not be the leader in the particular segment, but if you could pose yourself as the major opposition to the leader, then you win the war. Like the way BMW did when it entered the US 30 years ago-reposition the leader, Mercedes. What BMW publicized was Mercedes is the ultimate sitting machine while BMW is the ultimate driving machine. And mind you this paid off, for the automobile giant.
A look at the latest commercial below will tell you how Bajaj Discover 125 tried to strategize its position with its long term rivals Her MotoCorp’s Splendor and Passion.
And you would be surprised what Mr Ravi Bajaj (MD, Bajaj Auto) had to say about the ad, to a media source. Firmly denying comments, he said, the advertisement reflects a strategic repositioning and it’s not about Hero. He also chips in and says, `As part of an internal discussion, we felt that if you are not a leader, position yourself and re-position the leader by projecting yourself as the opposite of a leader… that’s what we are doing.’ Sounds true but the morale of the story is position your brand as a premium one, by playing as the most wanted alternative. That could see you stand taller than your most competitors. For more issues on Brand Equity Campaign watch this space regularly. AarKayGee