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Topic : Top Branding Mistakes
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Marketing & Branding

 
Created by : Meena Deshmukh, Product/Brand Manager, Videocon Inds  | 04 28 2009 11:49:36 +0000
Industry : Advertising/PR/MR/EventsFunctional Area : Branding(Sales & Marketing)
Activity:  592 views;  last activity : 01 16 2011 15:37:09 +0000

Can advertising contribute directly to brand equity and, if it can,how much value advertising can deliver to brands and firms.Also what about R&D which is found to be positively affect brand equity.New products,new features that firms come up with also helps to a large extent in creating an image of a brand.

Do both of these contribute equally in building a brand or any of them contributes more than the other.

 
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Advertising Vs R&D
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Its not only about India that"jo dikhta hai wo bikta hai" But this is through out the world. see the success of Colgate or CloseUp and failure of even better toothpaste like Babool, promise , Forhans. what is the reason its simple advertising. 

definitely you have to keep innovating, it may go upto the level of r&d too, but that depends on the stage of product in market.


By sujit Kumar, Marketing Manager, Wipro Peripherals  06 17 2009 13:28:47 +0000
 
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According to me both are important to build the brand image but if i have to choose one then I would say that R&D which includes new products ,innovative features or characteristics  contributes more in brand management as compared to advertising.Because if constantly you are upgrading your products then it will set a very good example in front of the consumers and they will also feel that the brand is also trying to change with their changing needs.


By Meena Deshmukh, Product/Brand Manager, Videocon Inds  04 28 2009 11:49:36 +0000
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an attractive advertising help in brand proliferation
By Bedanta Soibam, PG Diploma student, Sri Sharada Institute of Indian Management Research  | 01 14 2011 17:08:15 +0000
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Advertising plays a pivotal role in creating a brand whereas R&D determine the propositions which the brand proposes to its customer.Essentialy advertising is more important in creating the image regarding the brand and ultimately achieving sales.Specifically while buying a product we always try to connect with the ad rather than composition of the product.
By Ranjan , Project Sales Officer, Asian Paints  | 01 14 2011 16:43:16 +0000
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Advertising is most important to building brand by strategically. Because, no need to R & D, competition is too much high and each n every thing of market towards us. We can get daily news, happening etc. The important thing is that "Advertising TIME" in current scenario.
By Virag Shah, Confidential  | 01 13 2011 09:30:18 +0000
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I Brand is nothing if you do R&D only and leave the Advertising part; It is true either way as well. They both are like better halves but I would still chose Ads coz you can advertise well it sometimes help to suppress the lack of R&D.
By Mayank Dubey, Product/Brand Manager, Kennis Group  | 01 13 2011 09:04:32 +0000
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If you want to make that brand for indian market then advertising is must.As per my market analysis the product which has more marketing that will boom in market specially in indian market .I always prefer few lines for india "Jo dikhta hai wohi india mein bikta hai".And If talkig about market outside india then again advertising is must because they follow same principles but aftre seen its manufacturing company and marketing brand


By alok jain, Marketing and Distribution.  | 06 10 2009 13:30:49 +0000
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Effective Advertisement is more necessary than R&D...effective promotion of the product and the brand as whole in terms of ads all over is what gets you sales...just by doing R&D it is not possible to know whether the concept works or not...one has to go out there and practically implement and then take a decision...so according to me advertising is more important...


By Sachin Pande, PR & Media Relations Manager, Mudra Communications  | 04 29 2009 09:59:58 +0000
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If the Discussion Starts from Brand .... The main required thing is R&D... The R&D can Develop a new products.... More effectively .....But an Good Advertisement can Increase a sales for an instant... if the product is bad .... everything is lost... but with the good R&D Good Products... and a customer can Advertise our product....and that becomes Branded product....! so Brand comes with good R&D .....


By Khadar Basha Abdul, M.Tech VIT University  | 01 16 2011 15:48:28 +0000
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 As customers are more aware about the products these days, advertising can't fool the aware customers. Advertising alone can't make cunsumers aware about the brands, there's something more needs to be done in order to create brand value. R&D would be a better option to create brand value among customers. Investment in R&D of a firm will lead to higher quality and lower cost of a product. This will create consumers loyal for our brand as they are getting better products in low prices. This will also lead to loyalty among consumers and also a belief that products of this brand are better comparatively to other brands' products. That's why I feel that investment in R&D will be better than investment in advertising for building a brand value.


By shailesh , B.B.A student, kumaun university, ssj campus almora  | 01 16 2011 14:17:08 +0000
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Branding is a Marketing Tactics, so R&D is more condusive for the product 'p' of tactics.
By Mathew Cherian, Research Associate/Analyst, Western Michigan University  | 01 14 2011 17:43:52 +0000
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you can not totally depend on advertising until you you can prove your product is the "BEST" and "UNIQUE"(Different than others)
By Arunava Maity, Cost Engineer, M N Dastur  | 01 13 2011 17:02:46 +0000
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i believe advertising is simply the tip of Marketing Communications ICEBERG.Not all products require advertising to make people aware, eg: when Sony introduced its CD PLayers, they were flooded with orders though without advertising. Need is of the Right Product. R&D Helps to build brand constantly over a larger period of time.
By Malik Abrar Altaf, Procurement & Logistics Officer  | 01 13 2011 15:20:03 +0000
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Any brand which is established in the market is because of excellent R&D target audience are much more intelligent one cant SALE SHIT AT THE PRICE OF DIAMOND buz of advertising
By sonal singh, INTERNET MARKETING EXECUTIVE, ONSIS INDIA PVT LTD  | 01 13 2011 14:49:15 +0000
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Advertising can only communicate the brand to the customers.The brand is established whn it makes a mark in its R&D.
By Parul Chaturvedi, Manager-Business Development & Client Servicing, Pinnacle Technology  | 01 13 2011 14:39:54 +0000
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R&D is the very first part of any Brand Development... Advertising comes next..... so in which ways R&D plays the most imp. role...
By Shilpa Banerjee, Social Media Analyst, Multinet Worldwide  | 01 13 2011 09:25:50 +0000
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Advertising is a tactic, whereas R&D is a strategic activity. Both are important as long as they are executed within the business objectives and the market constraints. However, if a Brand Equity is more about how much your customers trust and believe you, then an ongoing strategic R&D activity will have a stronger impact on Brand Equity than advertising per se. We know that everybody advertises, but if we also know that this particular product has been developed by a company who conducts years of research and development in this field, then we would sooner buy the perceived higher quality based on R&D. Of course, your R&D activities need to be communicated to the public.
By Maud Eijkenboom, Director on Board, HiLighter  | 01 13 2011 07:08:20 +0000
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R&D helps more in building a brand than advertising as the life of a product in the market is very important which is supported by R&D. By advertising, consumers may go in for the first purchase but focused R&D forces consumers to make purchases again and again.


By Vishal Jindal, Head - Operations, Globe Automobiles Pvt Ltd  | 05 17 2010 17:04:16 +0000
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r&d is the back bone for the company, as this helps us to develope a step ahead from what we are today. If a company is strong in r&d then it is sure to success in any competative market. Advt only gives the idea for the use and availabillity of the product. We are always looking for change(only permenant thing) and its through r&d we can bring changes.


By ghanshyam , Direct Marketing Manager, leather chemical  | 04 19 2010 09:05:34 +0000
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Obviously R & D is most important factor in product development.Brand advertisement of any bad quality product may for very little time impress people ,but ultimately one day it will have to go down and ruin the business.R & D will never result in bad results at all as its motto itself is development.


By BEENA AGARWAL, Head/VP/GM-Corporate Planning/Strategy, ANADI HI TECH AGRO PVT LTD  | 06 12 2009 09:19:19 +0000
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Advertising without a strong and effective product / service base is of no use.  I guess you need to invest substantially in R&D first and then invest in advertising.


By Hari Prasad K, Head - Managed Services & IT Solutions  | 05 19 2009 08:42:18 +0000
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Every brand that is put in the market for success after the business plan has to undergo a series of R&D tests. Because a brand needs a positioning and a trigger for it to be tried.

Advertising would naturally come after as R&D would give us the measure of the brand and its positioning with the TG and also a way forward. Most commonly used is a 'vox populi' or 'dip stick' which gives us a direct consumer insight on the brand albeit indifferently as the brand is really not exposed but its strengths are. The interesting point is that these studies are generally conducted with direct end users and vis-a-vis the competition. R&D would certainly mean a 'WAY FORWARD'.


By Makrand Bhave, Marketing & MICE, WIZCRAFT International  | 04 29 2009 03:51:27 +0000
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