Monthly Archive for: "April, 2013"
Here is a list of some of the best brand slogans from India. Even though some of these brands are not Indian, their slogans are customized for India. Also since these are Indian brands, many of the slogans are also in Hindi. This list is only an indicative list. It is neither exhaustive nor a […]
Permission marketing is a term popularized by Seth Godin through his bestselling book, Permission Marketing: Turning Stranger into friends, and friends into customers (New York, Simon & Schuster). It is all about obtaining permission from customers before sending them any kind of marketing communication. As a concept it is directly opposite to “interruption marketing” where the customers […]
Guerrilla warfare is about waging small individual battles on different flanks of the enemy territory, primarily to harass and demoralize a stronger and much more powerful enemy. Similarly, guerrilla marketing is about using unconventional marketing techniques to outsmart a bigger competitor. Guerrilla marketing relies on innovative promotion strategies that can be executed cheaply and generates […]
According to the International Dictionary of Marketing (Daniel Yadin, Kogan Page, UK, 2002), Horizontal Marketing is “Collaboration among companies working on the same markets. In setting up a combined manufacturing, marketing and sales operations, they can bring more power to the market, offer better prices and better services that either of the individual companies working alone. The […]
Given below is an indicative list of world’s top 100 brands, segregated on the basis of their brand positioning. This list is not a ranking of brands, but merely an indicator of how the world’s top brands have successfully positioned themselves. This list is based on the book Brand Royalty: How the World’s Top Hundred Brands […]
If a brand is a collection of perceptions in the mind of the consumer, then brand positioning is “creating, maintaining and developing a unique perception (or speciality) about a brand in the mind of the consumer.” In the modern world (where supply and choice far outweighs demand) positioning is the crux of the branding process. […]
According to David Aaker, an expert in the field of Brand Equity measurement and management and the author of the famous book, Managing Brand Equity, “Brand equity is a set of assets (and liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service to […]
According to the American Marketing Association, a brand is a “Name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” But there is a problem with this definition. It is pitifully narrow in its scope. The concept of a brand has moved much […]