Brand is not about being on top of
something, but within something.
Aravind Uppala 122
Dasari Pradeep 126
Sangam lalsiva Raju
Rajesh Mishra 151
Ankit Narulla 172
Brands are the direct consequence of the strategy in market
segmentation and product differentiation.
• For e.g. Lux, Dettol, Cinthol all belong to soap categories all are the
top selling brands … but, one cannot say which is top among three
• Reason if I say Lux- the first thing that comes to your mind is beauty of
film stars and in similar way if I say
• Dettol – antiseptic
• Liril- freshness
• The way the people associated with it are different from product to
product because brands make a difference in product differentiation
and segmentation of the market
For time being assume ‘something’ as subjective in nature (Based on
or influenced by personal feelings, tastes, or opinions)
In real life situation people are getting confused with the products and
brands because of their stronger association with the brand which can
be analyzed easily with the few examples.
If I get wounded the first thing that comes to my mind is
actually I need adhesive bandage but I was so strongly
associated with the brand when I get a cut I say
BAND AID instead of saying ADHESIVE BANDAGE
On one side this is a positive sign for the company, but at the same
time even it has its own negative effect
E.g. a person got wounded he used adhesive bandage( as he is so
strongly associated with band aid) he call every adhesive bandage as
band aid after using this my finger got infected due to this I have to
undergo a surgery where my finger is removed.. His father turns up on
TV and say my son used band aid it infected him this automatically has
a great negative impact on the sales.
He cannot go for product line extension with same name because of
Another is XEROX when we really mean to photocopy
Bubble wrap when we mean cushioning
Chap stick when we mean lip balm
Coke when are referring to any soft-drink or soda in general
Google when we mean looking up something in search engine
Pampers when we mean diapers
Ziplocs bags when we refer to any type of reusable, re-sealable zipper
type storage bags
Finally that something is the strong association with the brand and they
are so strongly associated with the brands ( even after market
segmentation and product differentiation) they fail to call product either
with generic name or brand name .
Transparency is fundamentally about trust
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