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Make the most of
a Polarising Brand
Isha I Mansi I Nalini I
Group 1
HatersLovers
What is a Polarizing Brand???
Apple here is a polarizing
brand
Indifference is the worst place for a brand to
exist. Love and Hate both involve energy,
Commitment and Knowledge.
Positiv...
MODI: The man who single handedly
polarized the entire nation
OR ITS
WORST
NIGHTMARE
INDIA’S
GREATEST
SAVIOUR
Has won over many fans with his governance and
wry sense of humour, the general public and
world leaders included
Continue...
P
E
T
A
THE GOOD, THE BAD AND THE UGLY
 It’s easy to point the finger at those who are
forced to do the “dirty work” caused by a
...
PETA knows that provocative, attention-
grabbing actions are sometimes necessary
to get people talking about issues that t...
v/s
Starbucks LoversV/S Haters
zz
Did you ever notice how
people hold their Starbucks
cups? Particularly women?
Always with the elbow bent,
forearm up, h...
Why
Polarization
?
Overcrowding
Fragmented
Media
Differentiation
Brand
Loyalty
How to measure Brand
Polarization???
Greater the
Dispersion,
more
Polarized the
brand
Brand M Brand N
Both Brands have
a Mean of 3, But
Brand M is more
Dispersed
A brand in the middle may also be highly polar...
Effect of Polarization
How to Capitalize
on Polarization
Nestle Maggi Controversy
Company Statement
Nestle website containing Q&A Platforms
and clarifications for customers
Maggi ...
Widely criticized
for its unrealistic
body image,
Barbie came up
with a range of 33
new dolls in all
shapes and
complexion...
Example of Poke the haters: AIB Knockout
Have taken down AIB Knockout for now.
We will speak soon.
— All India Bakchod
(@A...
Cadbury Bournville
In India, people are used to the sweet taste of chocolates and were not accustomed to the taste of Dark...
How to create
Polarization
1. Drive a wedge in the market
Strong focused segmentation increases polarization
Magners advertised its drink as a
refreshingly iced summer beverage
targeting the upscale young
Professionals segment
Stro...
Axe- Highly focused on younger men-
college students, young working
professionals
Old Spice- Positioned as a very
masculin...
MercedesV/S Jaguar
https://www.youtube.com/watch?v=-7q7j4nXgMw
2. Launch a Provocative
ad
Coca Cola Fairlife
Blossom Book house is the
largest second-hand bookstore in
India
Group 1_Brand Management
Group 1_Brand Management
Group 1_Brand Management
Group 1_Brand Management
Group 1_Brand Management
Group 1_Brand Management
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Group 1_Brand Management

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How to make the most of a polarizing brand

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Group 1_Brand Management

  1. 1. Make the most of a Polarising Brand Isha I Mansi I Nalini I Group 1
  2. 2. HatersLovers What is a Polarizing Brand??? Apple here is a polarizing brand
  3. 3. Indifference is the worst place for a brand to exist. Love and Hate both involve energy, Commitment and Knowledge. Positive Buzz Negative Buzz
  4. 4. MODI: The man who single handedly polarized the entire nation OR ITS WORST NIGHTMARE INDIA’S GREATEST SAVIOUR
  5. 5. Has won over many fans with his governance and wry sense of humour, the general public and world leaders included Continues to be blamed for the Godhra riots and is the subject of ridicule by the Opposition and the Chief Minister of Delhi SAINT SINNER
  6. 6. P E T A
  7. 7. THE GOOD, THE BAD AND THE UGLY  It’s easy to point the finger at those who are forced to do the “dirty work” caused by a throwaway society’s casual acquisition and breeding of dogs and cats who end up homeless and unwanted, but at PETA, we will never turn our backs on neglected, unloved, and homeless animals—even if the best we can offer them is a painless release from a world that doesn’t have enough heart or homes with room for them. • The organization, which claims to be dedicated to the cause of animal rights, can't explain why its adoption rate is only 2.5 percent for dogs. • In 2011, People for the EthicalTreatment of Animals (PETA) behaved in a regrettably consistent manner: it euthanized the overwhelming majority (PDF) of dogs and cats that it accepted into its shelters.
  8. 8. PETA knows that provocative, attention- grabbing actions are sometimes necessary to get people talking about issues that they would otherwise prefer not to think about. All of PETA’s “naked” advertisements are intended to underscore an important message, whether it’s to reveal the cruelty of fur production, to emphasize the health benefits of vegan foods, or to show the vulnerability of animals in laboratories or circuses.
  9. 9. v/s Starbucks LoversV/S Haters
  10. 10. zz Did you ever notice how people hold their Starbucks cups? Particularly women? Always with the elbow bent, forearm up, hand facing forward, label out? Like they are holding a marching baton! People go to Starbucks so they can walk out with the logoed cup and announce to the world that they can afford to spend $10 on a cup of coffee This is what coffee used to be: Thanks to Starbucks, this is what coffee has become: IT GAVE US A COFFEE LANGUAGE WITHOUT IT,WOULDWE HAVE SPECIALTY COFFEE? PASSIONATE BARISTAS ARE BORN BEHINDTHOSECOUNTERS SUDDENLY IT'S OKTO SPEND MONEY ON COFFEE YOUALWAYS KNOWWHATYOU'RE GETTING BUT…
  11. 11. Why Polarization ? Overcrowding Fragmented Media Differentiation Brand Loyalty
  12. 12. How to measure Brand Polarization??? Greater the Dispersion, more Polarized the brand
  13. 13. Brand M Brand N Both Brands have a Mean of 3, But Brand M is more Dispersed A brand in the middle may also be highly polarize
  14. 14. Effect of Polarization
  15. 15. How to Capitalize on Polarization
  16. 16. Nestle Maggi Controversy Company Statement Nestle website containing Q&A Platforms and clarifications for customers Maggi noodles are 100% safe.The test results from all laboratories mandated by honorable Bombay High court has validated Nestle India’s position that MAGGI Noodles were and are safe.The health and safety of consumers is and will always remain highest priority at Nestle.
  17. 17. Widely criticized for its unrealistic body image, Barbie came up with a range of 33 new dolls in all shapes and complexions Barbie Dolls Controversy
  18. 18. Example of Poke the haters: AIB Knockout Have taken down AIB Knockout for now. We will speak soon. — All India Bakchod (@AllIndiaBakchod) February 3, 2015 Called the AIB knockout event “violent”. He said though he hasn’t seen the entire ‘roast’ but he was very ‘disappointed’ with whatever clips he had seen.
  19. 19. Cadbury Bournville In India, people are used to the sweet taste of chocolates and were not accustomed to the taste of Dark Chocolate Initially they advertised about the exclusiveness of the chocolate: You do not buy a Bournville,You earn it Stressing the non-sweet taste in their advertisements, they amplified their POD
  20. 20. How to create Polarization
  21. 21. 1. Drive a wedge in the market Strong focused segmentation increases polarization
  22. 22. Magners advertised its drink as a refreshingly iced summer beverage targeting the upscale young Professionals segment Strongbow advertised with the tagline ‘Bowtime Hard Earned’ positioning the drink as a reward for a hard days work targeting the working class men segment
  23. 23. Axe- Highly focused on younger men- college students, young working professionals Old Spice- Positioned as a very masculine product for men who are well settled and have a bold and confident image of themselves
  24. 24. MercedesV/S Jaguar https://www.youtube.com/watch?v=-7q7j4nXgMw
  25. 25. 2. Launch a Provocative ad Coca Cola Fairlife
  26. 26. Blossom Book house is the largest second-hand bookstore in India

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