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Commoditization ofBrandsAnisha Motwani
Commoditizationmostly occurs due tointense competitionthat forces downprices
Business pressuresalso perpetuatecommoditization
Brands that get builtover years,Get managed inquarters
Advertising thatshould focus on longterm brand buildinglingers overpromotionalprograms
Falling into the trapof communicating‘imagery’instead of‘positioning’
Shorter Brand CyclesProducts are lastinglonger, But the rateat which theybecome outdated &irrelevant hasaccelerated
Changing consumerbehaviorsNewDifferentHere & Now
Heightenedconsumer actionwith new mediaoffering platformsdemystify brands &dig out parity
Commoditization istypicallyadvantageous forcustomersbut usually disastrousfor brands
Commoditization,for brands impliesUn-differentiation
comm·o·dit·izebecomeindistinguishable fromothers like itdif·fer·en·ti·ateform or mark differentlyfrom other such things;di...
To understandUn-differentiation…Lets talk BrandDifferentiation
Brands whodifferentiate basisproduct features andbenefits are notsustainable
How can brandsdifferentiate?
Differentiation byAssociation
Differentiation byExperience
Differentiation byInnovation
Differentiation byService
Commoditization of Brands -  Anisha Motwani
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Commoditization of Brands - Anisha Motwani

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This presentation takes a look at the key forces that are leading to commoditization of brands. Various factors ranging from economic to consumer are at play. A lot of times, this commoditization is also the organizations and brands own doing. We then look at the ways in which brands can prevent this from happening and retain their diferentiation in today's hyper-competitive world.

Published in: Business
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Commoditization of Brands - Anisha Motwani

  1. 1. Commoditization ofBrandsAnisha Motwani
  2. 2. Commoditizationmostly occurs due tointense competitionthat forces downprices
  3. 3. Business pressuresalso perpetuatecommoditization
  4. 4. Brands that get builtover years,Get managed inquarters
  5. 5. Advertising thatshould focus on longterm brand buildinglingers overpromotionalprograms
  6. 6. Falling into the trapof communicating‘imagery’instead of‘positioning’
  7. 7. Shorter Brand CyclesProducts are lastinglonger, But the rateat which theybecome outdated &irrelevant hasaccelerated
  8. 8. Changing consumerbehaviorsNewDifferentHere & Now
  9. 9. Heightenedconsumer actionwith new mediaoffering platformsdemystify brands &dig out parity
  10. 10. Commoditization istypicallyadvantageous forcustomersbut usually disastrousfor brands
  11. 11. Commoditization,for brands impliesUn-differentiation
  12. 12. comm·o·dit·izebecomeindistinguishable fromothers like itdif·fer·en·ti·ateform or mark differentlyfrom other such things;distinguishperceive the differencein or between
  13. 13. To understandUn-differentiation…Lets talk BrandDifferentiation
  14. 14. Brands whodifferentiate basisproduct features andbenefits are notsustainable
  15. 15. How can brandsdifferentiate?
  16. 16. Differentiation byAssociation
  17. 17. Differentiation byExperience
  18. 18. Differentiation byInnovation
  19. 19. Differentiation byService

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