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Can old brands create an impact in the market?

Created by : Sunita Mohapatra, Product/Brand Manager, Tata Motors  | 06 29 2010 13:14:03 +0000
Industry : Advertising/PR/MR/EventsFunctional Area : Branding(Sales & Marketing)
Keywords : brands market old brands
Activity:  822 views;  last activity : 04 04 2012 05:01:30 +0000

These days, a number of companies, including Jantzen and L.L. Bean, are bringing back styles from the 1950s and 1960s. Kellogg's is using a decisively vintage Norman Rockwell picture of a little freckle-faced girl to promote its Corn Flakes. It's always been that in difficult periods, when there seems to be no end to miserable news, people become nostalgic for things that represent stability and integrity.

They become nostalgic for the simple things, the genuine articles, things they perceive as classic and authentic, not elusive and illusory. Nostalgia has always has been a coping mechanism for consumers. When the markets, governments and other major institutions fail to deliver the feel-good goods, consumers turn to more benign sources for their dose of assurance that the sky is not falling, be it entertainment, clothing, food or automobiles. They'll turn to brands--and branding--that transport them to the good old days with the promise of secure and familiar experiences.

So users, do you also believe old brands can create an impact in the market?

  
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Top Argument
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Yes old brands will create sensation in the market if their ad campaign is done with some new & innovative ideas.
By SHRIKANT MANOHAR DANKE, Project Manager, Phadnis Infrastructur Ltd  12 02 2010 13:56:22 +0000
 
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Can the brands like 'Liberty' shirts, 'Mafatlal' textiles ''Murphy' radio and 'Yezdi' bikes be given new life? That stands as a challenge. Or will ther be the come back of the brands like 'Zodiac' or 'BPL' or 'Excalibur' who are dwindling in the market slogging to challenge the current brands?!These are million dollar questions to the marketing pundits.
By Amiya Chaudhuri, Company Partner , ADUNIQUE 76  01 26 2011 07:49:51 +0000
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Yes they can but it really depends on many factors such as: the type of service, what they have to offer, if it's a good reason for the comeback etc, etc... 

With a little innovation, consulting, strategic planning and support, a brand can recreate itself, make a comeback and make a significant impact on the market.

Business & Career Counseling Services:

www.CEOBusinessManagement.com 
By Business Management Consultant, Business Management Consultant, Business Management Specialist & Strategic Planner  | 10 22 2011 16:40:05 +0000
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I'd like to take up Amiya Chaudhuri's point on whether old brands like "Liberty", "Mafatlal", "Murphy" etc come back. Yes, they can. And they don't have to be just in the category of the previous avatar. Strong brands don't ever really die. As long as they were based on a "universal" emotional truth. Yes, managers make a mess of keeping their marketing mix fresh. It would be much easier to relaunch "Liberty" than to introduce a new brand of products that make men look attractive. The same with Murphy, for any range of household products meant to unite their family around their baby. Mafatlal is more of a company brand. But I can very easily see a demand for say a new range of school uniforms from Mafatlal. And yes, Zodiac and Excalibur can all be revived successfully. Poor management kills brands. The key consumer "emotionale" often stays fresh and relevant.
By Sumit Roy, Founder Director, www.univbrands.com  | 01 27 2011 02:28:48 +0000
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Hello Sunita, Yes. Certainly old brands will create impact in the market provided the quality, price and availability. Company should satisfy the customer regarding the improvement of the quality of the product. K Rajagopalan.
By k Rajagopalan, Area Manager, Amitex Polymers (P) Ltd.  | 01 26 2011 16:25:51 +0000
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yes old brand can easily create a perception in mind of consumer about its quality, features ,service e.t.c because as a brand is old the consumer must purchase it or use it in his oerall life
By anjani nandan, DR .K.N.MODI .INSTITUTE.OF ENGG AND TECHNOLOGY  | 01 26 2011 15:28:26 +0000
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definitely they can..there are many brands which are now 2 as strong as they had been in 1923;s time...dont forget Ford, P&G, Godrej and many more
By Jasmin Pawar, HR Manager, HR GLOBE CONSULTING  | 01 26 2011 12:11:02 +0000
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the promotional tool requires to be strong and the old brands can also create impact in the market.
By vicky prasad, B.B.A Student, kumaon university ssj campus almora  | 01 26 2011 11:03:28 +0000
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Yes, but ithink there are lack or missing something in this debate.Still, i will try to give my opinion old brand give definitely impact in market and today's if you will see that many old brand are giving focus on branding - promotion and many brand have taken reposition in market.Old brand like Onida, videocon, Tata group, HUL (HLL), Dabur, Zandu, Vicco turmeric,Maza agarbatti, Bank of india, SBI, bank of baroda, Fevicol,Akai, baja (Automobile), Atlas cycle,Amul milk, Nirma washing powder,Nirma soap,Bistrol cigaratte, Pan parag etc.....All above mentioned are impact in market.
By Virag Shah, Confidential  | 01 26 2011 10:30:45 +0000
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I really like this debate question and support the idea that "old brands" can make a big impact in the market. However, older brands should always keep up to date with the modern market demands and advertizing trends.
By Vincent Churchill, Director on Board, Middle Eastern Trade Ltd.  | 01 26 2011 09:50:48 +0000
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surely hit their reliability on existing condition
By JAGADEESAN S, Project Leader/Managing Consultant, Project Consultant  | 01 26 2011 09:17:23 +0000
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Obviously, yes! Its the sheer quality of product and who endorsed it! The endorser should possess clean image, like, Sachin Tendulkar, in the society will revive any old brand he endorsed. You need iconic image to recall any product in the market.
By S. Muralidharan, Executive Director, Knowledge Foundation & Campus Around the Corner  | 07 01 2010 11:33:14 +0000
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Impact what impact,by talking about old brands you recall so many they have already made their impact and do not need to create it "Coca cola is still Coca cola".......
By Yazdi.Sodawaterwala , Head - TV Projects, Kids Media India Pvt Ltd  | 07 01 2010 08:22:46 +0000
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yes a old brand create impact in the market, if focus on present requirement what the consumer want then a old brand create a great impact easily
By durga madhaba behera, senior sales officer, dabur india ltd  | 06 30 2010 18:30:23 +0000
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Yes Ms.Sunita if they deliver what the customers want.


By NATTERAJA R. ARIKRISHNAN, GM-Projects, Bentec Electricals & Electronics Pvt. Ltd  | 06 30 2010 17:48:29 +0000
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YES... AND THE BEETLE IS BACK TOO  !!

The Beetle is back with a BANG... which simply endorses the fact that OLD BRANDS CAN CREATE AN IMPACT... in their Re - Run too.

We have not been saying " Old is Gold " just without reason... Right ? I wouldnt be surprised if the BIG OLD AMBY returns back with a Bang. It still has the most Comfortable Backseat ... for any & every purpose, haha...

Happy Debating Friends ! 
By Naushad H.L., Creative Director, MAD COMMUNICATION  | 06 30 2010 12:42:52 +0000
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Hello Sunita, It depends on the products. Just old brand alone cannot make any impact. They should also provide good quality and market with the reasonable price. Then customer also prefer to use the same products continue sly.

K Rajagopalan.
By k Rajagopalan, Area Manager, Amitex Polymers (P) Ltd.  | 06 30 2010 11:42:36 +0000
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Yes, old brands can create impact in the market provided they are properly marketed and smartly positioned in the minds of the target market while propagating old but strong values in conjunction with modified value addition. Our Indian market has witnessed many such cases where old products had been repositioned and they were liked by the customers.
By pravin kumar, PG Diploma in Mgt. student, SSIM  | 06 29 2010 16:15:28 +0000
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Old brands are most proven to thats why they are known as old. The remain sustained since long years abnd years.

They really vreate a impact in the markets.

Agree with Joeantony...
By Jyoti CHETANI, Freelancer, Equity Research/Analytics  | 06 29 2010 16:07:14 +0000
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Since you are from Tata , I suppose you have July launch for Aria . Since its going to be priced at 10 lacs +, its not going to be easy to market the product. Hyundai Tucson /Terracan/Sonata is facing the same problem. I had seen Aria myself personally in this years Auto Expo and its really really much better than safari and infact the paint finish / decal finish / seat leather is really exquisitely done . But I fear something. Lets see how the market reacts to it.
By joeantony , MBA/PGDM student, Birla Institute Of Management Technology, Greater Noida  | 06 29 2010 14:39:28 +0000
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It depends from Category of products. Incase of FMCG , we could try bringing in new brands with little difficulty provided the company has enough resources to take care of marketing expenses. But Incase of engineering products like an elevator or a audiophile grade sound device or a automobile for that matter, its very very tough to play with a new brand. There are two classic cases that validates this .

1.The brand Hyundai , presently brings out products that are on par with its Japanese rivals but in terms of sales its not able to do well in the product ranges that are priced in d+ segments

2.When mercedes had to fight Rolls Royce instead of trying to develop a niche brand like how Toyota did with lexus , the decided to bring back the old Marque 'maybach' .

But in case of FMCG products where people do not involve that much in decision making process , if a marketer plays right , he could definitely sell the product.

 

PS : This is just my opinion and may not be necessarily the fact.
By joeantony , MBA/PGDM student, Birla Institute Of Management Technology, Greater Noida  | 06 29 2010 14:29:24 +0000
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The power of the good old days to sell is abundantly evident across today's branding landscape, underscored by the notions of heritage, tradition and originality. A look at that Corn Flakes ad, touting the fact that it's been "the Original and Best" since 1906, is just one example. The company's Rice Krispies Treats are also seen in print and on television and websites reminding those wistful for the comfort of family that "this classic delicious snack has been making memories for kids and parents alike for generations." Thus I agree to the statement that old brands can create an impact in the market
By Sunita Mohapatra, Product/Brand Manager, Tata Motors  | 06 29 2010 13:14:03 +0000
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Old brands cannot create any impact in the market if they stick only to the traditional marketing methods. They must use new marketing methods like Digital Marketing, Social Media Marketing, SEO and PPC. They will definitely experience some big results. Regards, Anna George. Web Analyst. Nichepro Technologies. Bangalore. http://www.nichesuite.com
By Anna George, Web Analyst, NichePro Consulting LLC  | 04 04 2012 05:01:26 +0000
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        First of all how old is to be called as old? Todays brand will become old tomorrow. I think you want  to say about old and famous brands because there are so many old brands which are ruled out of market or got merged into another huge brands due to poor marketing techniques, less capital, bad quality and lack of after sales services. viz. LML, KINETIC, AIWA, AKAI,ETC. Another thing in this debate is about what kind of  IMPACT do you expect? GOOD OR BAD? I think you are thinking about good impact isn't it? But you should not forget the RELIANCE IPO ISSUE. The return of some brands can not make much more good impact as you think because the only brand name is not always useful to capture the market. Return of old brands means only the misuse of the brand name by any established new brand!! 
By sunil ghodke, Construction-Residential, TDL  | 06 30 2010 16:25:21 +0000
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