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Topic : Various Branding strategies
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Is it possible to build a brand without mass media?

Created by : Himanshu Pathak, Sr/Principal Coresspondent, Coresspondent  | 05 22 2009 10:10:14 +0000
Industry : Advertising/PR/MR/EventsFunctional Area : Branding(Sales & Marketing)
Keywords : media branding mass media build brand
Activity:  874 views;  last activity : 07 06 2010 20:18:09 +0000

To build strong brands in this uncertain environment, a study is conducted in the counterpart countries. Media options for branded manufacturers is very common. Retailers in many nations usurp much of the available media capacity to engage in corporate advertising and to strengthen their private-label efforts. But in a country like Europe media is not that effective. So what do they do?

How do they manage branding without proper mass media?

 
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You see reaching out to your consumer is not very easy! It has to do with a concept that represents the brand in its glory and attributes and entices the consumer to BUY! Mass media is definitely the way to go to achieve that push you need for your brand / product to start moving in the open market!

Europe has been a hallmark of brands like Mercedes Benz, BMW, Volks Wagen, Skoda, Heineken, Orange Boom, Puma, Corona, Blaupunkt, Carl Zeiss.... There are so many! The reason for mass media not being a very effective is that the consumer needs and awareness is very blatant! Brands are very visible in Europe by way of stores, billboards and the association of brands with Motosports, football etc which are sports of mass appreciation! So the brands use these direct consumer contact media to make the most of it! Also Europe is the hub for the best printing equipment globally and have the best brands that are now a part of our printing market as well. Inks, Colours are also very popular. Conte is a very popular wax crayon brand from France, Le Franc & Bourgeois are a nearly 2 centuries old brand from France for acrylic and oil colours!

I have seen some great concepts in some Corona Beer ads, also Heineken and have been totally impressed with the idea!
By Makrand Bhave, Marketing & MICE, WIZCRAFT International  05 25 2009 06:23:41 +0000
 
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Well, according to me with no offences placed to my fellow steppers, its just next to impossible for a product, or a service or an individual to become a brand. Until and unless you have something totally amazing, new, and not discovered by anyone else. But still you can't do without the help of media. You need media's help to promote yourself. And the media promotes you to the masses. That is what is mass media, a media which promoted you to the masses. Its just next to impossible to promote oneself without the help of media in this fierce competiton. Even cos. like BMW, Mercedes, Adidas, Reebok, which are famous since ages can't survive the competition without media's help. Recently Yamaha automoiles introduced their advertising budgets at 800 crores...what do you have to say to this?
By Suhas Goel, Consultant, Corporate Alliances, Events & Promotions, Cox & Kings P. Ltd.  05 29 2009 07:33:23 +0000
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from what i hold as an opinion is-- it totally depends on what environment the brand wants to play in. use of mass media is a very subjective instrument to popularise ones brand. thus it may not always be necessary to go the highway when the job can be achieved in other way round.. 
By sunayna sharma, MBA/PGDM student, IILM- Institute for Higher Education  | 03 06 2010 06:46:43 +0000
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Mass media anyway is overrated. Further, it depends on the product or services which a marketer want to sell. If it is high end product with limited number of buyers expected, then there will not be any requirement of mass media. The target consumers will need more of personalized than generalised communication. But for generic products, of course mass media will be required. 
By Mukul Bhartiya, Head-Sales & Marketing(Organic Food Business), Arvind Ltd.  | 11 15 2009 07:38:48 +0000
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Depending upon the target market, a brand can be build without mass media
By Atul Paruthi, Head/VP/GM-Sales, Harris Tea  | 11 14 2009 21:01:23 +0000
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I think for branding more then the mass media  what  we require is consumer awarness and loyality.

MassMedia is utilised as a tool  to help not the only solution. To gain these the company has to work the quality of the products/services more. In India there are  many sectors where you can see brands without mass media having there global presence.

Regards,

Sanjib
By Sanjib Kumar Jena, Assistant Professor - HR & PLACEMENT COORDINATOR, GITA  | 05 27 2009 07:50:55 +0000
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Though I am a media person I feel that there are alternative ways to build brand. For e.g., European-based companies have long relied on alternative communication channels to create product awareness, convey brand associations, and develop loyal customer bases. Their brand-building approaches may point the way for others to succeed in the new media age.

What do you say guys..??
By Himanshu Pathak, Sr/Principal Coresspondent, Coresspondent  | 05 22 2009 10:14:50 +0000
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First and foremost awareness has to be created to inform the consumer that a product category in a \brand has been innovated,developed and made available in the market place.The current scenario in the market place is any product category has a variety of brands giving a very wide choice to the consumers unlike yester years.There are few national brand and innumerous regional brands as our country is geogrophical area is vast.Manufacturers have got an excellent opportunity of choosing the media press,or radio or t.v or local cable channels.Mass media first announces the arrival ofa Brand,availability and usp.Consumers get to learn about this only thro mass media and make their choice of purchase.Brand promotion coupled with distribution,packaging,pricing serves as bridge in the Brand reaching the desired target segment.
By s.baalu , Consultant, XYZ LTD  | 03 19 2010 11:32:28 +0000
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The core objective of Mass media or say any media is to generate awareness and subsequently communicate the brands offering to its target audience.But building a brand is not only about awareness, it is just one part of the process. The entire cycle begins with needgap,offering,differentiation,awareness,trial,promise & delivery,satisfation.If a brand passes through this circle successfully, then only it can start building up its equity.

So Mass media is only a small part in building a brand

 
By Ranjeet Rony Sanyal, Marketing Manager, Group Product Manager  | 11 30 2009 11:51:13 +0000
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The other name for Branding is visibility. How do we get maximum visibility?

It is achieved through Media and its reach. The important factor for branding is its Positioning. Positioning is the process of distinguishing yourself from competitors in specific ways in order to be the preferred provider for certain market segments. Positioning is the act of designing your company’s offer and image so it occupies a distinct and valued place in the targeted customer’s mind. The main benefit of clear positioning is that it controls how the market perceives you and helps make your products easier to buy.

After positioning the Brand needs to create awareness and that is achieved through mass-media. In current advertising scenario Mass-Media advertising acts as a support function to bigger events like Launches etc.
By Shiuli Mukherji, Head Strategy Plan- , Region SEA  | 11 15 2009 09:33:29 +0000
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its almost impossible, untill you have another pushing means very stron, which is really not possible in todays world......
By Nagpal Singh, Sales and Business Development, Babel Group of companies  | 11 15 2009 06:41:18 +0000
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NO IT IS NOT POSSIBLE TO BUILD THE BRAND WITHOUT MASS MEDIA...

UPTO CERTAIN EXTENT IT IS POSSIBLE BUT AT LAST TO MAKE BRAND VERY SUCCESSFUL AND WELL KNOWN MASS MEDIA HAS TO BE USE.......... 
By himanshu gadkari, RETAIL STORE MANAGER(PUMA RETAIL LTD)  | 11 15 2009 05:46:24 +0000
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I agree here with others, it is highly impossible to promote a product the brand without the help of the media, as Media caters to a whole lot of people in billions of numbers, so you can think what will it do to the product if it is visible for them and that kind of visibility is gained only through mass media, so the success depends on promoting the brand effectively through media most of the time....
By Shailena Varma, Logistics Manager, Target  | 05 30 2009 06:54:00 +0000
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In Today's world mass media decides whether the product is success or not...because Media has such a big role to play as the reach it is having is by far the most by any other means....so why do you think there is fight for the Ad slots these days during prime times. as they know that the people for which they have created that product will be watching at that point of time and this starts the whole process for that product...i also partially agree with markand's comment also as in the world market the billboards and showrooms are the pullers but in here it is still mass media...for eg., the ZooZoo ads would not have been successfull if they had not projected it  through mass media...so according to me it is not possible to build a brand with mass media not playing its role......
By James Masih, Product/Brand Manager, FedEx  | 05 25 2009 07:14:19 +0000
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those were the days, when there was no media kind which has a reach to all, manufacturer has to convey about the product through one to one.but, today we are living in a mass communication era where world has become so small and why should one think the alternative for mass media when it is so effective and adored by all.mass media is one of the biggest boon to modern world or i wont be wrong if i say world has become smart by this mass media system.
By jairaj shyam prasad, Production Manager, BOSCH Ltd  | 05 22 2009 15:47:03 +0000
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