Brand genetic

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BRAND ACTS AS A GENETIC PROGRAMME

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Brand genetic

  1. 1. BRAND ACTS AS A GENETIC PROGRAMME
  2. 2. FIRST IMPRESSION IS THE LAST IMPRESSION...  The way a brand is defined at the time of inception, determines the way people remember it during its lifetime.  Brand as a genetic programme is defined through:-  Nature of First product offered  Nature of First communication  Most significant actions since its inception  For eg. Maruti  referred to as a common man’s car manufacturer  unable to get out of this image  Failure of Kizashi and Grand Vitara
  3. 3. IMPLICATION...  Long term association – Parents and Grand parents still prefer Dettol even after so many decades  Brand extension is easy – Amul extended its product line from butter and milk.  People are ready to give another chance – Nokia’s rising market share  Loss of Brand loyalist if company moves away from their genetic programme which helped them to attract buyers – Apple ‘s reducing innovation  Do not manipulate or modify the genetic programme – Kingfisher airlines for economy class.
  4. 4. POINTS TO REMEMBER  A failure of a product does not effect the brand itself. Brand can survive even if the product fails  A company can recreate the brand on the basis of the original idea i.e. stimulating the original genetic programme  However, they should not use the same product which was discontinued to recreate brand – Volkswagen Beetle  Should not move away from their genetic programme which helped them to attract buyers.
  5. 5. THANKS
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