I pott branding is a necessity for products
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I pott branding is a necessity for products

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Branding strategy involves creation of a unique name and identity for a finished product in market based on its differentiators. This can be achieved through advertising campaigns. The overall idea is ...

Branding strategy involves creation of a unique name and identity for a finished product in market based on its differentiators. This can be achieved through advertising campaigns. The overall idea is to create a lasting impact on consumer’s minds that can create loyalty towards product.
Developing such a strategy requires innovative approach to adapt to the new locality and demands understanding of demographics and cultural outlook of people living in that area. Research indicates that emerging markets such as India are highly price sensitive and quality orientated. How does this relate to Software branding techniques? How do people perceive software products by just looking at an advert, brochures and reading through its unique features? Who is the actual buyer of software products… is it a layman or another software company?

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I pott branding is a necessity for products I pott branding is a necessity for products Document Transcript

  • 2/2/2012 iPOTT Getting you there… Branding is a Necessity for products Branding strategy involves creation of a unique name andGo Goal identity for a finished product in market based on its differentiators. This can be achieved through advertisingSet, Get, Go… campaigns. The overall idea is to create a lasting impact on consumer’s minds that can create loyalty towards product.To visit this blog Click here. Developing such a strategy requires innovative approach toiPOTT being an end to end adapt to the new locality and demands understanding ofprovider of innovative and cost demographics and cultural outlook of people living in thateffective services in the areas of area. Research indicates that emerging markets such as Indiaknowledge management, sales are highly price sensitive and quality orientated. How doesenablement and consulting offers this relate to Software branding techniques? How do peoplea unique and unbiased platform perceive software products by just looking at an advert,for software product companies brochures and reading through its unique features? Who isworldwide to reach their target the actual buyer of software products… is it a layman ormarkets another software company? Upon careful reflection, one can understand that software www.ipott.om product branding involves different strategy as the look and info@ipott.com feel of the product matters more to create the first and lasting impression. Research indicates that a successful software branding starts at product design level. Well implemented functionalities aimed at target audience identified through market research create a bold statement in crowd. Product name that can convey the features of product, along with color themes adopted create a unique image for the product in consumer’s mind. The overall idea is to create appeal through an amalgamation of appearance and ambience of product. A software product usually comprises of minor elements which may be primary or secondary to the product. Primary elements are those that decide uniqueness or create
  • differentiators in product such as its name and logo.Secondary elements are those that add character and featureto the product. For instance software background color, objectmovements, transparency of certain objects on screen andgraphic designs or styles to name a few.So, how do we lead an advertising campaign of a softwareproduct? This is the most subtle area to be teased as itinvolves utilizing secondary elements to create a character inproduct and highlight the primary elements of software. Thereason being primary element is differentiating factor and it isnot the only reason to buy a product, but it is definitely aunique and strategic feature of the product. Such advertisingcampaigns usually are led by product nomenclature andappealing background transitions creating a lasting impressionupon a viewer’s mind. One must ensure that graphics used ispleasing and not distracting like a splash screen or animatedbuttons; logos usage must be restricted to avoid duplication ofcompany information in every screen.Emerging markets are heterogeneous when compared todeveloped markets that are homogeneous. Socioeconomicchanges are more common in emerging markets creatingscope for regulatory changes which adds to operational costsand infrastructure inefficiencies. The means of knowing localmarket could be through market research, focus groups,consultancies or a local marketing partner who understandslocal market well.To summarize basically there are 7 Do’s and Don’t s inSoftware brandingDo’s include usage of1. Product name2. Primary components as differentiators
  • 3. Secondary elements as character creators4. Market research to understand preferences of localpopulation in an emerging market5. Market segmentation to create target market specificadvert campaigns6. Pleasant graphics to create emotional value inconsumers7. Effective and well-conceived marketing materials suchas brochures and websitesDon’t s include:1. usage of strong or vibrant colors in the background2. frequent logo usage on the same page3. splash screen/animated buttons4. too many transitions in background5. lack of synchrony in element usage6. usage of unrelated buttons or transitions7. lack of website/web pages dedicated to online productadvertising The next issue is on “Gaps are Opportunities”. Keepsubscribed for more information