BRAND NOW.

A brand is defined as ‘a name, term, sign symbol or a combination of these, that identifies the maker or seller of the product’. Hence WHY BRAND? A brand name helps an organisation differentiate itself from its competitors. In todays competitive world no product can go without a brand. Customers often build up a relationship with a brand that they trust and will often go back to time and time again. For example, some people may only purchase a Sony TV although there are acceptable alternatives on the market, because of a past positive history with this brand.

So, how did the concept of branding begin? It started when people imprinted one’s visions and ideas into something say a wood log, to let people know what they thought about. And then people started writing scriptures on rocks. Through these efforts, some message was communicated. History states that around 8000 years ago, people living in Mesopotamia began to personalize stone seals, which they put into stoppers in drinking containers. This sounds very creative and exciting now.

Now, the stage has come where Branding is an important aspect to the success of a marketing plan. Marketing Professor Kotler highlights the key tips for effective marketing as follows:

  1. Come in under the radar
  2. Know your customer
  3. Own your branding
  4. Stay ahead of the competition
  5. Make it an experience

All said and done, what’s new about today’s branding? I would like to discuss about the recent branding strategies adopted by various companies. If your guess is right, the two companies of dissection are Volkswagen and Zandu Balm. Both these companies aimed for more business and better ROI and hence leading to more profits.

In the case of Volkswagen, they adopted a “talking ad” as their new move to be unconventional in advertising and branding yet again. When asked about this to Volkswagen, they said that the aim was to do something innovative to help raise awareness of the brand and drive traffic to showrooms.

And, how did Zandu Balm innovate with the branding strategy? Well, they hit their audience’s mind much more than any company in the recent times. Yes. Sing-
Munni Badnam hui darling tere liye.
Munni ke gaal gulabi, nain sharabi, chaal nawabi re,
Le zandu balm hui, darling tere liye…

Zandu Balm’s proxy brand campaign in the item song Munni badnaam hui.. in the latest Salman Khan starret Dabangg seems to be paying off. So much so that Emami is now set to replicate the in-song initiative with some of its other brands.

It makes me wonder how much more innovative companies can get in today’s competitive world with their branding strategies? How well can they move with technology? How easily can they bring all the mediums together?

Share your innovative branding ideas or any unique brand strategies that you know which had left you in awe.

Cheers,
Be creative, Be innovative. Its in you !

8 comments

  1. ravi

    Good thinking! Right now the innovation goes beyond the imagination…. Like poems, I feel it is a spark…. I mean, all of a sudden something crops up into the brains and then (the idea given) cosmetic touch given to capture the minds of the audience.Good write up! Keep it up!By RAVI

  2. Karthik

    fyi zandu balm in the song was coincidental…the company were abt sue the production house…later they had a settlement whereby malaika arora is going to promote zandu balm….the latest kerala tourism ad is really creative and visually brilliant one….

  3. Swathi Ravichandran

    @Karthik: Oh yes! I read about that too.. I agree that initially the song was made.. And then Zandu Balm's parent company Emami wanted to take legal actions against Dabangg's team.. But all said and done, the brand strategy was adapted by Emami to promote Zandu balm better and the song paid it off well for the company. If you read my blog carefully, the word Zandu Balm is hyper linked… click on that and you will find how Emami is strategizing to use the same concept in vernacular languages too.. Hope this was informative!

  4. Padma

    Though the song is incredibly funny, we as consumers immediately connect to the brand. Recollection of brand is the most important and using them in popular mediums like movies helps a lot.

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