The document discusses strategies for polarizing brands based on a Harvard business study. It finds that some brands benefit from having both strong lovers and haters of the brand. This polarization can boost sales. The document outlines several strategies brands use to capitalize on polarization, including placating haters to reduce their numbers, poking haters to generate publicity, and amplifying polarizing attributes to energize existing fans. It provides examples of brands like Betty Crocker, Ryanair, and Marmite that have successfully used polarization to their advantage.
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Brand Positioning and Branding Brand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and Branding Brand Positioning and BrandingBrand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and Branding Brand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positioning and BrandingBrand Positionin
if you want to download this file please send me a request to shahans25@gmail.com ,this is a presentation slide of cadbury india ltd... all the pictures and details have been taken out from cadbury website..
Launching Krispy Natural: Cracking the product management code Mayank Thar
It is the analysis of a Harvard Business School case about a company that initially failed to launch its product but then was able to relaunch it successfully.
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
My ppt is about how a marketer create a brand and what criteria used a make a effective brand and what action take in brand strategies ! Also explain about brand repositioning !
if u like my view on brand position then share it !
if you want to download this file please send me a request to shahans25@gmail.com ,this is a presentation slide of cadbury india ltd... all the pictures and details have been taken out from cadbury website..
Launching Krispy Natural: Cracking the product management code Mayank Thar
It is the analysis of a Harvard Business School case about a company that initially failed to launch its product but then was able to relaunch it successfully.
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
My ppt is about how a marketer create a brand and what criteria used a make a effective brand and what action take in brand strategies ! Also explain about brand repositioning !
if u like my view on brand position then share it !
Final assignment at LCC (Univeristy of the Arts London)
Analysis of the Cadbury Dairy Milk 2007 \'Gorilla\' campaign: to what extend can advertising creativity serve marketing ROI.
How can diversification be used as a strategic marketing communications tool? We look at why the diversification trend is gathering pace and three ways brands can use diversification to grow.
This presentation is based on a Harvard Business Review article "Make the most of a polarizing brand". It also briefly explores the application of such strategies in the Indian Market.
This presentation takes into account the analysis of the marketing strategy, product strategy and pricing strategy followed by P&G and how it led to the creation of million dollar brands.
The presentation concludes with the recommendations for P&G to strive in the market.
Ditch the discounts-Harvard business review.A presentation regarding the discount spree of popular companies and it's context with respect to Indian market
Presentation by Rahul Nk,3rd Yr MME ,NIT Trichy
Case Analysis for "MedNet.com confronts 'Click-Through' Competition" by Chandra Has Dondapati for an internship under Professor Sameer Marthur (www.iiminternship.com)
Harvard Business case third(MedNet.com confronts "click through" competition)Sameer mathur
THIS IS THE CASE STUDY OF HARVARD BUSINESS SCHOOL PRESENTATION ON"MedNet.com confronts click through competition"
FRAMED BY MADHUSUDAN DAHAL(NIT SURAT)
2. A POWERPOINT PRESENTATION BY
DEBANGITA GHOSH
CHAITANYA BHARATHI INSTITUTE OF
TECHNOLOGY(CBIT), HYDERABAD
3. Every brand
wants to become
numero Uno
hence its
important to play
strategic role in
its market
4. In the market polarizing
brands has always been
able to hold a good
promising business
career for marketers
5. To thrive in this environment, brand
managers need new strategies.
These start
with understanding and using a new
metric,
which we call brand dispersion, that
measures polarization. Managers
also need
to realize that having a group of
consumers
who hate your brand can be a good
thing:
Some companies have boosted sales
9. One way to reduce polarization is to do
what most of us do when confronted
with people
who dislike us: try to change the haters’
minds.
Betty Crocker brand, best
known for cake mixes, icing, and other
cook-at-home dessert products, was
suffering
because of rising concern about obesity, a
consumer shift toward low-carb products,
and
criticism of food industry marketing
techniques. At the beginning of 2008, 4.5%
of
consumers could be classified as Betty
Crocker haters.
10. General Mills took several steps to assuage the brand’s
critics. In April 2009 it started a
social network, MyBlogSpark, to promote Betty Crocker
That year Betty Crocker became
the first major brand to develop a gluten-free baking
mix. It soon partnered with celiac
disease foundations and started a website for
consumers, liveglutenfreely.com.
By May
2011 (the most recent period for which we have data)
the share of Betty Crocker brand
haters had dropped to 2.8%. That’s a significant drop,
but any reduction in haters
matters, because even a small number can do damage:
11. Some companies succeed by intentionally
antagonizing brand detractors
Ryanair, a pioneering European discount
airline announced
that it would begin charging for access to
toilets on board, remove two toilets from
each
plane (leaving just one), create a standing-
room-only section, and impose a “fat tax”
on
overweight passengers. The only change
it actually made was the removal of some
toilets
—but each provocative announcement put
the company in the headlines and
12. Amplify a polarizing attribute
Marmite, the distinctive salty British condiment. Ever
since its inception, in
1902, it has been a polarizing product because of its
strong taste; indeed, its tagline is
“Love it or hate it.” To amp up enthusiasm among its
most ardent fans, in 2010 Marmite
debuted Marmite XO—an extra-strength version.
Using social media, the company
identified 30 consumers who were especially devoted
to the brand, invited them to taste
testing's (complete with Marmite-flavored cocktails),
and set up a Facebook group. The
promotion generated more than 54,000 visits to the
company’s website and 300,000
Facebook page views, and retailers sold out of
Marmite XO as soon as it arrived on their
shelves.
13.
14. In 2006
sales of Magners, a popular brand, soared after a
promotional campaign touted it as a
refreshing iced summer beverage. The ads helped
turn Magners into a hip drink for
young upscale professionals, a demographic that
hadn’t consumed much cider in the
past.
The serve-it-over-ice campaign had
turned Magners
into a seasonal drink, and as a result,
its sales dropped sharply during cooler
months. In
addition, the brand’s trendiness had
distanced working-class consumers
15. The leading brand of cider, Strongbow, observed this success
with some envy.
In 2009 it
launched an ad campaign with the tagline “Bowtime: Hard
Earned,” featuring images of
working-class drinkers hoisting glasses of Strongbow as a
reward for a hard day on the
job.
The strategy succeeded: Although hipsters began to view
Strongbow negatively, its
appeal among traditional cider drinkers intensified—and as
polarization increased, so did
sales.
Strongbow has maintained its leading position in bars and
pubs, and in 2009 its
sales in the fast-growing off-trade market rose by 23%—
beating sales in the overall cider
market by 6%.
16.
17. And SOME fame comes
with negative publicity ..
SOCIAL MEDIA HELPS
IN PLAYING A REFREE
FOR POLARIZING
BRANDS
18.
19. Animal rights “peta”
organization pulled
down KFC for its daily
slaughter on birds yet
KFC emerged as a
leading chicken loving
fast food brand
20.
21. Some companies gain good publicity
from negative brand-cat-fights…
EXAMPLE..
22.
23.
24. BRAND FIGHTS HAVE BROUGHT LOVERS AND
HATERS BOTH OUT TO BUY THEIR PRODUCTS IN A
WAY TO SUPPORT THEIR BELIEF ON THAT PRODUCT
25. LAUNCHING A PROVOCATIVE AD OR
FEATURINGA TOON CHARACTER
FOR ENDORSING A BRAND IS THE
BEST IDEA TO CREATE POLARIZING
EFFECT
AND THE BEST BRAND IS IN INDIA
ITS NONE OTHER THAN….