Polarizing brands

1. Make the Most of A Polarizing Brand
Group 9
Rupika Malhotra Amrita Singh Ravi Dhoot Mohit Kataria Ratika
PGP30046 PGP30067 PGP30074 PGP30318 PGP30334

2. INTRODUCTION THROUGH A
VIDEO

3. Polarizing
brand?

4. HOW DO I MEASURE IT?
- Brand Dispersion
Ratings:
 Lovers/Haters
 Standard deviation

5. What
To
Do
Then?

7. Placate The Haters

8. S A L M A N K H A N

9. DAMAGE
CONTROL

10. WHAT
DOES
SALMAN
KHAN
MEAN
TODAY?

11. Poke The Haters

12. Junta Maaf Nahi Karegi? Good..!

13. Amplifying a Polarizing
Attribute

15. “...She was suffering from an acute case of
Darsheel Safari..”

16. AND
THEN
COMES

19. IF YOU MEAN
BUSINESS

20. SOME MORE
BUSINESS

21. What if your brand is
not Polarizing ?

22. Drive a wedge in the market

23. YORKIE CHOCOLATE BAR
https://www.youtube.com/watch?v=QcjlzSod0CE

24. “IT’S NOT FOR GIRLS”
Market segment: Boys
Strongly appealing for
this segment, generates
strong dislike by other
segments
Number of dislikes are
more as compared to likes

25. Launch a Provocative Ad

26. vs

27. https://www.youtube.com/watch?v=Ckzsh9SpUAQ
“Stay Ahead with The Hindu”
This Ad shows :
• TOI is for Bollywood trivia
• If you want to stay ahead read The Hindu

28. https://www.youtube.com/watch?v=iANLUhJdeuA
Appeals to one
segment
Disliked by
other segments

29. Q&A

30. Thank You