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Main Subject - The Five Dominant Models of Branding
What’s the best branding strategy for your company?
The answer is, it depends.
The latest thinking in the field of branding (which first began to emerge as a true field of study back in the early ‘50s) identifies five branding strategies that reign supreme in today’s corporate world. Although each strategy can
The answer is, it depends.
The latest thinking in the field of branding (which first began to emerge as a true field of study back in the early ‘50s) identifies five branding strategies that reign supreme in today’s corporate world. Although each strategy can
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
be successfully employed by companies offering very different products and services, they all seem to work best within fairly narrow parameters that pertain to the industry, product or service and market being served.
Choosing the best strategy for your company, then, depends on matching the parameters of your product/service and market
Choosing the best strategy for your company, then, depends on matching the parameters of your product/service and market
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
to the appropriate model.
Keeping in mind that entire books have been written on the individual branding strategies, here’s a quick snapshot of each one:
1. Mind-Share Branding. Success in this category requires owning and consistently expressing a set of abstract associations that customers relate to the product or
Keeping in mind that entire books have been written on the individual branding strategies, here’s a quick snapshot of each one:
1. Mind-Share Branding. Success in this category requires owning and consistently expressing a set of abstract associations that customers relate to the product or
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
service. However, the perceived benefits of buying and using the products (i.e., consistently low price, great selection) are very real to the customers. As the company consistently expresses the “brand DNA” through each and every transaction, it becomes firmly entrenched in the customer’s mind as the only choice in this product categor
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
.
Interestingly, mind-share branding works equally well at opposite ends of the product spectrum. Functional and low-involvement product categories (such as Tide, Southwest Airlines and Wal*Mart) and complicated, high-involvement product categories (such as Dell computers) can both prosper under a mind-share brand strategy. At each end
Interestingly, mind-share branding works equally well at opposite ends of the product spectrum. Functional and low-involvement product categories (such as Tide, Southwest Airlines and Wal*Mart) and complicated, high-involvement product categories (such as Dell computers) can both prosper under a mind-share brand strategy. At each end
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
, however, the goal -- and primary benefit -- is to simplify the buying decision for the customer.
Good reads: Positioning: The Battle for Your Mind, Differentiate or Die and The Disciple of Market Leaders
2. Cultural Branding. Cultural branding is probably the most American of all branding strategies in that it uses
Good reads: Positioning: The Battle for Your Mind, Differentiate or Die and The Disciple of Market Leaders
2. Cultural Branding. Cultural branding is probably the most American of all branding strategies in that it uses
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
cultural icons and “brand religion” to establish and sustain a brand myth with which individual consumers can passionately identify. The focus is not so much on the product or service as it is on the relationship between the cultural icon and the product and the brand myth that the consumer buys into. The most successful brand myths add
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
ress acute contradictions in society that touch people at a very deep level.
Culturally branded companies run the gamut from home d?cor, fashion and automobiles to food/beverages, entertainment/leisure and social movements. What kind of person responds to cultural branding? It’s the meek, mild-mannered accountant who buys the Harley D
Culturally branded companies run the gamut from home d?cor, fashion and automobiles to food/beverages, entertainment/leisure and social movements. What kind of person responds to cultural branding? It’s the meek, mild-mannered accountant who buys the Harley D
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
vidson hog in order to unleash his “inner self” on weekends. It’s the budding playground hoopster who just knows that he will never reach the NBA unless he wears Nike Air Jordans. It’s the thirsty consumer reaching for an ice-cold Coca Cola because “it’s the real thing.”
Good reads: How Brands Become Icons and The Culting of Brands
Good reads: How Brands Become Icons and The Culting of Brands
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
trong>3. Emotional Branding. Want your customers to consider you a friend rather than just some faceless entity they buy from? Then aim for the emotional branding strategy. Here, the goal is to build deep interpersonal connections with each individual who interacts with the brand, so that you end up with a relationship partne
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
r rather than a customer.
Emotional brands have real personality. They are often expressed through a character or persona (Mickey Mouse, Ronald McDonald) that appeals to people of all ages. Emotional brands work best with services, retailers and specialty goods -- such as Disney and Starbucks -- where the company can tap into powerful
Emotional brands have real personality. They are often expressed through a character or persona (Mickey Mouse, Ronald McDonald) that appeals to people of all ages. Emotional brands work best with services, retailers and specialty goods -- such as Disney and Starbucks -- where the company can tap into powerful
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
emotions and create compelling experiences that evoke strong loyalty to the brand.
Good reads: Emotional Branding and The Experience Economy
4. Viral Branding. Thanks to plenty of media buzz, viral branding has rocketed to the top of the charts as the latest brand strategy of choice. However, the fact that the media
Good reads: Emotional Branding and The Experience Economy
4. Viral Branding. Thanks to plenty of media buzz, viral branding has rocketed to the top of the charts as the latest brand strategy of choice. However, the fact that the media
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
as embraced it does not mean that all companies should. As the name implies, viral branding works by spreading the word through “brand viruses” such as influential spokespeople, early adopter customers and other forms of grass-roots marketing. Accordingly, it achieves the best results with new fashions, new technologies and premium and
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
super-premium brands that eschew mainstream markets.
Viral branding appeals to people who see themselves as cool, hip and fashionable. It attracts those who get a charge from “discovering” a new brand and leading the vanguard of early brand advocates. Who stands out in the viral branding category? Google, Hotmail, Absolut Vodka and Vo
Viral branding appeals to people who see themselves as cool, hip and fashionable. It attracts those who get a charge from “discovering” a new brand and leading the vanguard of early brand advocates. Who stands out in the viral branding category? Google, Hotmail, Absolut Vodka and Vo
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
nage are names that immediately come to mind.
Good reads: Tipping Point, Spreading the Idea Virus, The Anatomy of Buzz and The Influentials
5. Sensory Branding. Singapore Airlines and Kellogg’s Cornflakes in the same branding category? Hard to believe, but true. Sensory branding takes the focus off the product or se
Good reads: Tipping Point, Spreading the Idea Virus, The Anatomy of Buzz and The Influentials
5. Sensory Branding. Singapore Airlines and Kellogg’s Cornflakes in the same branding category? Hard to believe, but true. Sensory branding takes the focus off the product or se
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
rvice itself and puts it squarely on the sensory experience it creates for the consumer. Hence, this category includes a broad and a diverse range of products and services, from fashion, cosmetics and high-end retail to automotive and travel/hospitality.
Sensory branding goes beyond the ordinary to create a full connection with one’s en
Sensory branding goes beyond the ordinary to create a full connection with one’s en
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
ironment through the senses. We’re talking full-on sensory engagement here! Not just with the over-stimulated senses of sight and sound, but also connecting with touch, taste and smell. In some categories, the buying experience (how, when and where the product is purchased) helps to create the brand. Here the brand doesn’t really begi
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
n until customers actually use the product or service. The end result is an experience so full, rich and satisfying that customers refuse to consider any other brand.
Good read: Brand Sense
Choosing Your Branding Strategy
As an avid student and practitioner of branding, my experience is that all strong brands can usu
Good read: Brand Sense
Choosing Your Branding Strategy
As an avid student and practitioner of branding, my experience is that all strong brands can usu
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
ally be linked to a clear focus on one of these models. However, while it’s usually best to focus your branding efforts on one model, aspects of the other models can be used to strengthen a brand.
For example, the mind-share model of branding tends to rely on the sight and sound senses. But it’s fairly easy to add a distinctive touch o
For example, the mind-share model of branding tends to rely on the sight and sound senses. But it’s fairly easy to add a distinctive touch o
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
r smell from the sensory model to strengthen the brand.
Regardless of which strategy you choose, building a strong brand depends upon applying the appropriate model to your product category, the unique circumstances of your customers and your market. I hope I’ve given you at least a good start in identifying which model is right for you
Regardless of which strategy you choose, building a strong brand depends upon applying the appropriate model to your product category, the unique circumstances of your customers and your market. I hope I’ve given you at least a good start in identifying which model is right for you
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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