Archive for Brand Management
NEW BRANDS as INFANTS
Whereas no parent would think of trying to make their child earn its keep it is not unusual for corporate think to extract cash flows out of infant brands instead of nourishing the brand and build its strength. The “parental investment” think is at times nonexistent. The “child labour” that ensues results in a “malnourished -commoditized” brand without any opportunity for “self actualization”.
LIFE, MEANING & CONSUMPTION
Since a brand is an embodiment of meanings projected by the self, we perhaps consume to give meaning to our life.
Brand, brand building & forbidden meanings
Brand building is a process of earning commitment of the consumer to the brand. And this would require (since brand is a emotionally loaded knowledge structure), getting highly personal and positive meanings (even forbidden ones…..like “lambada”) projected onto the product; thus becoming the “other self” of the consumer. A brand then is an embodiment of projected meanings of a consumer and thus reflection of his self image. A brand then has to be like a mirror, a mirror which can show the consumer his “wanted reality”.
The New Celebrity
Instead of signing up celebrities who may not behave the way a brand they are endorsing may need, why not create animated characters and produce films based on them to popularize them………..Does it not seem to be a cost effective solution to the problem of managing the celebrities?
Brand Thoughts……………………..
If STP………………………then Why do brands compete??????????????????
Perhaps marketing curriculum needs to have more from domains related to human nature…………………………….
Shouldn’t brands be ambassadors of their communities rather than have ambassadors???????????????
Raashid Saiyed
