Marketing & Branding
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Activity:
45 views;
last activity : 08 08 2010 16:03:12 +0000
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Emotional Bonding
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A unique selling proposition
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Innovation & Brand Experience
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Reflection of their social stature
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Sense of Belonging
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Niche marketing
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Trust in brand quality
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Across contexts, cultures, and time periods, underdog narratives have inspired people. Stories about underdogs are pervasive in sports, politics, religion, literature, and film. Underdog brand biographies contain two important narrative components: a disadvantaged position versus an adversary and passion and determination to beat the odds. |
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I truly believe in buying a product which gives me a sense of emotional bonding.
Consumers sentiments are the decision makers (Personification) for deciding in buying a product which relates them with their emotional bonding. For years companies promote their underdogs statement like hp & apple they portays their profile with that they started in garages & this makes an emotional content for a consumer to go for a specific product.
Yes I support this side, thanks Ms.Sheetal.
Hindustan Lever had released few years back their history in India. They hadstarted with the Soap Sunlight ( washing Soap) and Dalda ( Vanaspati) way back in late 1800 in India. for years known, the people widely used the name of Sunlight identifying with washing soap ( even today in few backward rural outlets) and people till recently never used the name vanaspati... but continued to call it as Dalda. The company used its marketing muscle to create an emotional identity that had the human touch. Still the branding is only to capture the identity with the day today human life.
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The underdogs brands reach out with a unique selling proposition which connects instantly with consumers.In the age of cut throat competition,the way underdogs are marketed,go a long way to emotionally connect the consumers. |
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In English language" unique" is a magical word.It encompasses every thing,you imagine.So,come out with uniqueness,every time,a new product is launched.
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Brand loyalty can not happend in a day or year but it takes years to come in DNA of a consumer. Companies like HP, Google, Unilever or TATA succeed among brand value not because emotional attachment or storng marketing stretegy but they were always in Kaizen for their product offerings and technology adoptation. Today Why APPLE looked upon as different brand as they offer absolute innovative products which are good enough to tempt any consumer or brand experience in a Apple store is far different from any other brand store. Companies like Google has changed scenario in web browsing. Almost every age group at least learned web browsing through Google because huge pool of information will be displayed in few seconds. That is why I believe brand loyalty happens only when we as a consumer finds something New, innovative and comfortable. Stickiness towards brand never happens with strong marketing. |
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Very often only those people who perceive themselves to be underdogs in society have an emotional bonding with a similar brand. Whereas people who are well off normally tend to overlook me too brands and concentrate only on the top class brands. Probably its the social stature combined with the emotional nature that draws them closer. They see their reflection in the values of the brands. But this usually happens in lesser educated society and not in the literate or advanced societies. |
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In an era, we have family physician, family dietician, family everything, people tend to cling on to a brand that brought them value for money and product serviceability.
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The success of Underdog brands are that they cater to Niche markets and have the right consumer connect
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People believe that brands are for quality so they strongly relate to brands. |
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Today too many options are available all around us and we see that people keep on jumping from... |
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1432 referals
14 votes,
156 views
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With the rise in competition retailers have come up with their own brands to compete with the... |
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19 arguments,
202 views
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Yes vs No |
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58 arguments,
722 views
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To get growth one decides of studying further. Some people might be willing to do it after... |
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4 votes,
69 views
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2 votes,
87 views
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3 votes,
53 views
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Marketing is big time necessary to spread the word in the first place, if people dont know about the product at all in the first place how are you even expecting your consumers to buy by just placing the product in the shelf....that wont happen, if... |
" Retail chain Shoppers Stop today said it may increase prices of its products by 6-7 per cent from April this year in order to offset the 10 per cent excise duty imposed on branded apparel in the Budget 2011-12 .".. This is a news I just read... |
Brands still tend to box her into a simplistic classification of the bahu, beti, biwi, ma, seductress....will this type of marketing to women work out in the first place. What do you think people are brands still into simplistic classification... |