Current trends in Branding

Competition mired Indian consumer goods industry is finally thinking about the importance of brand positioning. The recent trends in creative advertising and the paraphernalia in support of the brands have impressed me in particular. I think that the brand building is as good as nest building. A naive bird, carefully picks every straw of correct proportion to weave a nest so tight as it is almost impossible to tear is apart easily. A brand manager also has the similar responsibility. Now it is not much about the quality (producer has to provide the quality (cheap enough for the market segment being tagetted) uncompromisingly otherwise it will be out. Quality does have a premium and people know it), it is about image. It is about an implicit promise that end comsumer assumes of a brand and the brand manager must continuously remind the consumers about that promise.

Here is a tale of Samsung's brand positioning for its hand phone Guru.

Need of brand extension: Samsung has not been a good player in the hand phone market traditionally. On the other facets of competition Samsung has established a good name. Here brand extension becomes imperative. Samsung needs something more than mere Samsung.

Choice of a brand ambassador: They have chosen the legendary Amir Khan, who is trusted for his talent and ahead of the time movies. Samsung is trying to cash in this brand equity of Amir Khan.

Building around a story: This is a recent trend in advertising. The first advertise came up Amir Khan leaving for his village for job. His parents (and girl friend) are bound and kept in touch by Samsung phone Guru. Here the point being elaborated is the imotional importance of a phone. The night long talk with the girl friend high lights the fact that it has a lasting battery life. The market segment being targetted clearly is young people who are living away from their family and are 20-30 age band. This advertisement cleary hits the nerve.

Now that the brand Samsung, and its phone has come upto the mark, it is time for product extension and earn somemore. The latest advertisement talks about Amir Khan being promoted to a manager role, thus there is a "NEED" of multiple numbers, thus a need for multi-sim Samsung Guru. (Other advertisement about multi sim phones were not so effective in my view. They talked about the importance from the perspective of talking to two girl friends -or cheating). But Samsung's latest correctly hits the need side of a product.

On the similar lines the advertisements for Safola tend to show that they are not selling a product, they caring for your heart. Emotional bonding is a must for brand building.

So what is my learning today?

1. Brand equity, tough intangible, can be encashed.
2. There are genuine needs for brand extension. A brand manager should use only such opportunities instead of unnecessary proliferating the brand.
3. Brand positioning is a long term process and rewards are guaranteed in the long run.
4. Brand positioning sbould be in such a manner that is amuses the consumers and at the same time talks directly about their needs.
5. Brand positioning has a lot to do with bonding. If I visit a general store, as soon as I see edible oil, any packet reminds me of Safola, which apparently is better for my heart.