What makes a "Brand", in the market; is it the 'Product Features' or, the 'Class of Users' ?

Dear all, it is one of the most controversial fact about "Branding" that I came across...

Actually, a manufacturer or the provider creates only the 'Product Identity'. With the specified identity product enters and performs in the market.

And, by the time the product is being purchased and consumed by the TG consumers, it strengthens its features which becomes its USP and finaly, the Product Identity; which after regular and repeat performance becomes the "Brand Identity", that is the "Brand" in itself.

{Taking an example of "Rolls Royce": The car was introduced with some of the very different features, which became its USPs (like: Fully customized features, Pricing etc.). And when the creame class of the consumers started using the Rolls Royce car, it slowly became the status symbol; and today a "Brand" in itself. Same happens with Brands like; Gucci, Armani, Hugo Boss etc.}

Turning to BTL......!!!

Below the line...
that is where all are turning too.......! but it is actually for whom??? MNCs, Large Scale Industries, SMEs or for just cottages...

It is somehow seems to me, the way by which MNCs are taking advantages, that generally SMEs or, Cottage industries enjoy...! Yes, it is "Direct Consumer Connect"...
When you are going through BTL, u are actually going below the hard line of Distributor, Dealer, Retailer; and reaching directly to the end consumer. MNCs do have their Marketing Budget. and a common phenomenon in that budget is that, the share of BTL is increasing in comparison to the ATL.

It is also a way, to know your consumers better, to pass on the benefits directly, and to get the unaltered feedback from the market.

Believe it or not, BTL is playing a major role in creating a strong PR.
BTL has brought all scales of industries at one single platform of activites. the only difference is the largeness of the BTL reach, which is in respective of the Budgets.

Are you targeting the Right Target ?

Yes, a very important Question to answer...
We all are so much busy in our Marketing and Branding policies, that we overlook the importance of targeting the right TG in our Marketing/Promotion activities.
The same case I came across with very recently, when I found out that a big corporate which is conducting 'n' types of Promotion activities both ATL and BTL; which are actually giving the correct message, correct meaning, but to the wrong TG. Result = Low Sales.
Yes, it happened, and it is not very abnormal, when we all are very much busy with our microscopic view towards the Branding and Marketing policies; over and above the 'Brand' and 'Market'. It is not that, their policies had any problem. It is because when they were actually implementing those ATL/BTL policies on ground level execution, they were engaging wrong TG, and that too unkowingly.
"So, before getting ready to show your archery skills, choose the correct Target Board".

What is Brand Taxonomy ?

Yet another term in the world of Branding...
'Taxonomy' by word means the way of classifying things in a scientific manner, as per their features, benifits, constraints relationship with other similar things.
"Brand Taxonomy" comes in Picture when a Mother Brand, comes up with new sub-brand. Under this, we classify the Brand and Sub-Brand relationship. This also includes the essense of Brand Identity, Brand Image, Features, Benefits and Constraints that the new sub - brand has inherited from its Mother Brand.
Example : Nestle - All major Brands and their respective sub-brands of Nestle, enjoys the same Brand Image and Identity in the market. (Same is the case with Maruti Suzuki, ITC Wills Cigarette etc.).

What comes first, "Product" or "Brand' ?

We all see that company start manufacturing a product, and then deciding about the Branding Strategies...
But let me tell you all, that in actual, Branding Strategies starts even before the manufacturing of the Product.
The time when we paper down the concept of new product, its features, its TG; at that time we are actually working on the premier stage of Branding, which is "Brand Development". It is always the concept that comes first, then the Product. And with concept, we mean Brand Development. So, first comes the "Product Identity", and then its performance in the market, and its users makes it as a "Brand".
This what the same difference is between the 'Inventions' and 'Discoveries'. In 'Inventions', concept comes first and then the product; while in 'Discoveries', Product comes first and then its usage and concept.

Branding Technique - Product Life Cycle stages

This is how I connect the concept and need of 'type of Branding Technique', with the Product Life Cycle... stages.
PLC Stage - Branding Tecnique;
1. Development - Brand Development
2. Introduction - Brand Introduction (Prior to Product)
3. Growth - Brand Activation (during Product Growth)
4. Maturity - Get Ready for Brand Renewal
5. Declie - Prepare for Brand Cannibalization (if Renewal not possible)

Brands : Concept of "Photosynthesis"

(Picture Source : Wikipedia)
Well, hard to believe, but its true...
'Brands' do work on the concept of 'Photosynthesis'. The 'Deliverables' with core Product & Services (Carbon Dioxide) and the correct projection of 'Brand Image' (Water) results in a positive Market Share & Trend (Sugar) in the mind of Consumers, which with the support of Purchasing Power (Oxygen) and "Want" results in Business.
But the question is who plays the role of "Light".
Interesting, Light is the Medium, Mode or in short, the perfectly positioned "Brand Connect Strategy".

Some small business houses ask me, "Is it necesarry to have a 'Brand' in the market ?"

I reply to them... "No Not At All..!"
If your organization is not doing any thing special, specific, different, extra in terms of Product/Service - delivery, features, pricing, communication, VAS etc., then it is not at all necessary to have a 'Brand'.
U can be then very easily strive in the market, like any other Tom, Dick and Harry competitors of yours.
"If you can live without your 'Name', 'Image', 'Identity' and 'Recognition'; its up to you."

Brand is actually what ?

Brand is the Projected Personality of not only the Product or Services. But it is the Projected personality of the whole deliverables, which also includes VAS, CSR and any initiative by the concern, whether economical ur non-economical.