An Understanding of Brand Marketing and Its Strategy
Every individual has distinct qualities and traits. By understanding those, we decide to make or break relation with that person. The ultimate motive behind this is to make our life easier and happier. The companies know this human tendency. To make consumer relationships better, all companies in the world are working on brand marketing for their product that is showcasing their qualities so we consumers may make a strong relationship with them.
In love, people tend to do impressive and daredevil acts. In the same way, all companies try different methods to impress their consumers by making posters like Amul, creating music like Cadbury Dairy milk, to performing any stunt like Redbull. All done for marketing and increasing the business.
What Is a Brand?
A brand can be thought of as the personality of a firm, conveyed through a unique emblem, logo, name, tagline, voice, and tone. Some of the most well-known brand names in the automotive toy, food, and beverage industries have been established for decades, with some having been around for more than a century.
What is Brand Marketing?
The process of forming and maintaining a relationship between a brand and its customers by highlighting products through all possible means is known as brand marketing. Rather than focusing on a single product or service, brand marketing promotes the entire company, with products and services serving as proof points for the brand’s claim.
The purpose of branding is to increase the attention of customers to the brand – and, as a result, the value of the company. It involves establishing and maintaining brand-consumer interactions, as well as brand attributes.
What Is a Brand Characteristic?
Just as persons have distinct personality traits, brands have distinctive attributes. The brand’s name and tagline, colors, and even music or noises connected with it are examples of these. Furthermore, one of a brand’s features is the feeling it elicits. “Feeling” attributes include things like authenticity, innovation, dependability, honesty, and transparency.
Understand How Brand Marketing in India Works.
Collaboration With Actors
Colgate, India’s No. 1 toothpaste brand, was founded in 1806 as a soap, starch, and candle company. Colgate was founded by William Colgate in New York. After his death, Samuel Colgate continued to run his business, and in 1873, a new product, toothpaste, was introduced, which was sold in jars.
Since the 1920s, the company has expanded its operations to various countries. By the end of the 1980s, the company had become well-known for offering toothpaste that could prevent cavities, bad breath, rotting teeth, and gum bleeding, among other things. The company has always sought to shoot commercials with well-known celebrities.
There are many other advertisements where many Bollywood celebrities have been associated like Shahrukh Khan and Madhuri Dixit. Colgate has been partnered with YouTubers as well which has targeted and reached millions of millennia.
Product-specific Marketing
Colgate-Palmolive (India) has launched a ‘Smile Out Loud’ campaign for its new toothpaste—Colgate Visible White O2. The advertisement highlights real women’s amazing tales and the impact Visible White O2 will play in their life, according to the business, by uncovering natural beauty by enhancing their smiles and making them ready to pass the joy of smiles to the world and #SmileOutLoud.
Creative Packaging
When it comes to product packaging, Colgate is a mastermind. The package looks fresh, colorful, and respectable, appealing to a wide range of people while yet conveying the correct message. Whether it’s the Cavity Protection toothpaste or the Max Fresh toothpaste, there’s something for everyone. The company’s advertisements and advertising campaigns accurately represent what they are giving, and by showcasing concern about the problem of oral health, they acquire the trust of the general public
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Product Strategy
Cadbury’s product line is quite extensive, and they make the most of it. Cadbury’s marketing mix includes products for every season and occasion, as well as products that are differentiated based on sales in each location. There are numerous standard goods available.
Other Cadbury goods are themed around festivals and days like the Diwali celebration and Valentine’s Day. There are other products in their product line, like as beverages and desserts that are not just related to chocolates. Cadbury, too, prefers to categorize their products according to demographic groups.
We can measure the targeted client base with such a large product line-up, and they cater to a wide range of people and their demands. Among the numerous Cadbury, goods are Bourneville, Crunchie, Cadbury Dairy Milk, Cadbury Dairy Milk Fruit & Nut, Caramel, Cadbury Five Star, Perk, BournVita, Bytes, Pretzel, Crème Egg, Oreo, Blackcurrant Mini Rolls, Caramel Cake Bars, Fruit Sundae, Brunch Hazelnut, and so on. Cadbury has had a significant impact on the industry and is rapidly expanding.
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Cadbury Price/Pricing Strategy:
Selected items, such as Bournville, have high pricing, while others have cheap prices to cater to the demands of other groups like Éclairs, Perk, and Five Star. Cadbury’s marketing mix price strategy is transformed by competition, demand, and package size and type.
Cadbury has intentionally priced their products to appeal to all of the target demographics. We discovered that the products are packaged as presents so that they might be distributed to the public. They are mostly targeted for the holiday seasons, and these products are intentionally priced to encourage buyers to purchase.
Product Availability:
Cadbury products can be found all over the globe. Cadbury has made a great impact on sweets products in the global market primarily due to its distribution strategy. The organization had made sure that its products are available worldwide and that they are available to a large customer base. Both urban and rural communities have access to the products.
We believe that this has aided the company in some way. The distribution points have made the products available to a large number of clients, resulting in a profit for the corporation in terms of both customer base and revenue. Food and beverages are mostly sold at supermarkets, grocery stores, and retail outlets.
Cadbury products are available at small shops and Kirana stores also. As eCommerce channels have grown in popularity, the brand’s online sales have surged as well. The brand’s growth has also been aided by innovative ideas such as home delivery and gifts. Cadbury is a globally recognized brand with a presence in nearly 200 countries.
Promotion & Advertising Strategy:
Cadbury can promote itself in a variety of ways. The promotion approach in the marketing mix is carried out by television, posters, newspapers, the internet, and radio. We can see that the corporation has gone to tremendous lengths to ensure that its product reaches the public and that people are aware of its offerings.
Cadbury has different taglines for its products. The brand focuses on making an emotional connection with its consumers and demonstrating how chocolate can provide joy and happiness to their daily life. Cadbury’s slogan in India is “Kuch meeta ho Jai,” indicating that the company is attempting to gain traction in the Indian sweets market.
Again, we see that the firm wants it to be something like “you earn it” for a different brand like Bourneville. It has several brand ambassadors for various products, each of whom is employed to leave an imprint on people’s minds.
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Maruti Suzuki
Maruti Suzuki was formerly known as Maruti Udyog Limited, India, and operated under a joint venture agreement struck in 1981 between the Indian government and Japan’s Suzuki Motor Corporation. Maruti Suzuki is the largest vehicle manufacturer in the world. The government of India formed the firm in 1981 and it has its headquarters in New Delhi.
Maruti Suzuki was later sold to Suzuki Motor Corporation in 2003 and became a subsidiary of that company. Maruti Suzuki is 56.2 percent owned by the Suzuki Motor Corporation. In addition, the corporation holds a 53 percent market share in the Indian passenger vehicle market.
The National Stock Exchange (NSE) and the Bombay Stock Exchange’s platforms are used to displaying and trading Maruti Suzuki’s stock (BSE). Maruti Suzuki controls over half of the Indian automobile market. The launch of the company’s first product, the Maruti 800, resulted in a 13-month production record. R.C. Bhargava is the chairman of this well-known vehicle manufacturer, while Kenichi Ayukawa is the managing director and CEO.
Products of Maruti Suzuki
Maruti Suzuki offers a wide range of cars such as the Maruti 800 which companies debut car, the Maruti Alto 800, and Alto K10 as the entry-level cars while Swift, Wagon R, and Ritz the stylish hatchback. The company provides many commercial vehicles, Automobiles, Pickup Trucks, and SUVs as per market needs.
Target Customers of Maruti Suzuki
Maruti Suzuki India Limited puts its entire focus on young aged people. Its target audience is generally around 30 to 35 years old and small families, with the budget-friendly ride.
Maruti Suzuki Marketing
Maruti Suzuki India has launched its new festival season-specific campaign, ‘Ghar Aaya Tyohar,’ to boost market morale. Shashank Srivastava, Executive Director-Marketing and Sales, Maruti Suzuki India commented, “Festivals are a high point in the life of people. India is diverse, people are diversified and so are the festivals and the occasions to celebrate.
Every festival is celebrated graciously. However, few things stay common like celebration, happiness, and bringing home a Maruti Suzuki.” On the models offered through Arena shops, some Maruti Suzuki dealers are offering great discount offers and advantages. On the company’s best-selling subcompact SUV, the Maruti Suzuki Vitara Brezza, you can save up to Rs 85,000.
The Maruti Suzuki Dzire diesel is available with a discount of up to Rs 75,000, while the petrol variants come with a discount of up to Rs 65,000. The Maruti Suzuki Swift diesel has a discount of up to Rs 70,000, while the petrol variants have a discount of up to Rs 60,000. Benefits of up to Rs 70,000 and Rs 65,000 are available on the Maruti Alto and Alto K10, respectively. The Maruti Suzuki Celerio is available with up to Rs 20,000 in discounts and benefits.
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International Brands
Apple, McDonald’s, and Nike are three well-known brands that practically everyone in the world is familiar with. What led them to this point? Brand marketing that works!
Apple’s Brand Marketing Strategy
Product launch
Apple realizes the enduring power of its fan base and, as a result, never deviates from its comprehensive brand. Even when their marketing executions change, their marketing strategy stays clear, modern, and original. The auditorium is full of consumers waiting to experience innovation and expecting to witness the history in the technological world. Is itself a great show of old-school brand marketing alive in the modern world?
Innovative Products
Apple’s marketing strategy is straightforward. Start a culture rather than just a brand. Apple’s marketing efforts aren’t only about selling their next phone or tablet; they’re also about selling a style of life and innovation. Apple’s brand marketing makes customers feel like they need Apple products to improve their lives, from their clean white packaging to their provocative tagline “Think Different” Their event-like product debuts made a trend in product launch.
Nike’s Marketing Strategy
Nike believes in explaining to you the concept behind their product and the story behind designing the product. Nike uses all channels, from their website to social media, and events to convey a message about their products and ideas. Giving ideas behind products gives trust and creates connections with customers. it gives clarity to the consumers why to use the product other than its general use.
This always proved to be a terrific marketing approach. This doesn’t have to be revolutionary. Explaining your background and giving your customers something to relate to is significantly more powerful than simply selling a product.
Campaign Connecting With Athletes
Nike has released a new film that honors Indian female athletes. Nike conceptualized the film in cooperation with Wieden+Kennedy India. On July 10th, it had its television debut during a film awards ceremony. The film is set to Genera8ion’s ‘Da Da Ding,’ which serves as a wake-up call for the athletes (including American rapper Gizzle).
It stars Deepika Padukone as well as Indian female athletes including Rani Rampal (Hockey), Jyoti Ann Burrett (football), Harmanpreet Kaur, Smriti Mandana, and Shubhlakshmi Sharma (cricket). The athletes are shown training as a message to India’s next generation of female leaders: defy stereotypes and establish your success by incorporating sports into your daily lives.
McDonald’s Marketing Strategy
McDonald’s is a brand that requires no introduction. Toddlers to elders are fans of McDonald’s burgers and French fries. From America to India all the way to Australia, its golden arches are instantly recognizable, and consumers link their brand with happiness. For more than 60 years, they’ve kept their brand identity and product stable while making smart and on-brand enhancements.
Their emblem has stayed largely unchanged, and their marketing taglines have consistently promoted the same message: we make you happy. Their tagline “I’m lovin’ it” explains customers’ feelings after eating at the joint.
Above brands and marketing strategy gave us a clear picture of how brands are trying to connect with their consumers through marketing. Their strategy guides other brands and start-ups to enter the advertisement world with preparation. There are lots of ways through which a brand can reach its customers.
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Factors in Brand Marketing
Research
The research that explains the competitive landscape and how the brand satisfies a unique need within it must be the foundation of a company’s brand-building strategy. This enables the company to set realistic growth goals and have a better understanding of how its competitors are positioning their businesses.
Deciding Goals
What does the brand’s promise entail? What kinds of experiences should customers expect from each brand interaction? Answering these questions first and working backward will help a company establish who they are and what role they serve to customers.
Create a Brand Identity
When it comes to branding, identity refers to all of the design aspects that combine to form the brand’s visual expression. The name, logo, tagline, color palette, typefaces, and picture style are all part of this. Increased awareness is aided by a clear and consistent brand identity.
The Straight and Clear Message
What will the brand’s communications be to reinforce the brand promise? What will be its position in comparison to its competitors? It includes the brand’s purpose, vision statement, values, and positioning statement, as well as a description of what the brand does, for whom, and how it fulfills its promise. When done correctly, these aspects of brand storytelling will last with customers far longer than the memories of the things they’ve purchased.
Develop Brand Guidelines
Brand guidelines are a detailed description of how to use and not utilize brand aspects to guarantee consistency across the board. Brand standards define the brand’s voice and tone, highlight picture style, contain a content style guide, and show how to use the logo and typeface correctly.
Brand guidelines are an important part of a company’s marketing strategy since they enable them to roll out a brand at scale with everyone working from the same toolbox. The brand asset library is also included, where marketers can access approved brand assets.
Perfect Launch
The brand marketing strategy should include a rollout timeline, including details for when elements like a complimentary web presence and supporting digital advertising campaign will launch. If it is a rebrand, everything from email newsletters, to social page accounts, to newsletter templates, to signage needs to be updated, too.
Marketing Channels
Some companies dedicate 30 percent of their annual advertising and marketing spend toward digital media. Companies can utilize the same channels for marketing that they can for product marketing, such as digital, social, and paid search advertising.
Combining different channels to produce a media mix that reaches a large audience is a solid strategy. To raise brand awareness and contact potential customers across numerous digital areas, brand marketers could utilize a firm advertising approach complemented by email and content marketing activities.
When it comes to determining the proper messaging for the relevant audiences in these venues, however, brand qualities must first be considered. The channels through which they reach out to their consumers keep evolving. Some of the marketing channels are:-
- Print media e.g. catalogs, magazines, newspapers, etc.
- Social media marketing
- Influencer marketing
- Vehicle wrapping
- In-store sampling
- Content marketing
FAQs
1. How do I increase brand recognition?
It’s about fostering the desired perception and knowledge of your brand among consumers, not just gaining name mentions among potential customers. Social media truth is known by everyone, you have to stand out true and trustful through that channel and your brand will be carried home and in their heart.
2. How long does it take to build a brand?
It takes time for your customers to adopt your brand principles, which is how long it takes to develop a brand. For example, you may believe that your product or service will provide better value or be more reliable than competitors’. They may also believe that they will be happier with your product or service than with any others. Sooner or later give your brand gain popularity.
3. Is a logo required to build a brand?
A well-designed logo establishes credibility and gives quick remembrance of your brand. It informs potential clients on who you are, what you do, and how your services help them. The logo is an integral part of a brand.
4. Do I need to register my brand name as a trademark?
Registering your trademark with the Trade Marks Registry will aid you in any future disputes (part of the Intellectual Property Office). Your mark must be “distinctive regarding the goods for which registration is sought” and “not misleading or contradictory to law or morality” to be registered. You’ll need to make sure no one else has already registered the same or a very similar mark.
Conclusion
The goal of brand marketing is to highlight a brand’s qualities to provide it with long-term staying power. It focuses on developing relationships between brands and consumers, and when done right, it works in tandem with operations to establish distinctive brand traits that assist foster brand advocacy and loyalty.
