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How does Brand Help ?

How does Brand Help ?

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Published by Raj
How the Best Brand of Market are made ? Branding,Positioning and Punch lines....How are they Made ?
How the Best Brand of Market are made ? Branding,Positioning and Punch lines....How are they Made ?

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Published by: Raj on Sep 21, 2007
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05/08/2014

 
Little did our Beloved "NETAJI" Subhash chandra Bose knew that when he requested his followers‘Tum Mujhe Khoon Do, Main Tumhe Azaadi Doonga", he was actually marketing a product thatis’FREEDOM’ with this Punchline. In the process an old women donated all the jewellery she had for the cause of freedom even when she had lost her only child in the battle of freedom, to ‘Netaji’ onlydue to the powerful oratory of the great leader. Such is the impact of words.
Marketers also know the importance of powerful words and usethem as ‘Punchlines’for their product/brand endorsements.Although the Punchline as a marketing tool comes underAdvertising which itself comes under the ‘Promotionof Marketing Mix. But there is a strong need of paying specialattention to these One-liners or Punchlines or Ad slogans.
POSITIONING
Subroto Sengupta in his book ‘Brand Positioning’ has defined the concept of positioning as: " ThePosition of a brand is the perception it brings about in the mind of a target customer.This perceptionreflects the essence of brand in terms of it's functional and non-functional benefits in the judgment othat customer.It is relative to the perception, held by that consumer, of competing brands, all of whichcan be represented as points or positions in his or her perceptual space and together, make up a productclass.In short ‘position’ represents the whole or overall perception of that brand in that consumer’smind and it is always a relative concept.Perhaps Charles Mittelstadt has defined ‘Positioning’ moreaccurately as "Positioning refers to how you want your brand ‘thought about’ in connections withcompetitors in its product category. It needs to be specific to your brand aimed at a specific targetaudience."This definition clearly states the importance of ‘Positioning’ for the success of any brand. It is like thatindispensable vitamin to the body without whose the body will collapse. So ‘Positioning’ can make or  break a brand. Therefore, a confused ‘Positioning’ can simply kill the brand. A clear ‘Positioning’ willalways be one of the success factor. This is the place where Punchline comes into act. If you have toPosition your brand perfectly in the mind space of the customer, your Punchline must be so accurateand appealing that it neither erases from the mind nor can be replaced by any other competing brandsPunchline. 
RELATIONSHIP BETWEEN POSITIONING AND PUNCHLINE
Let us have a look into some of the famous Punchlines both in International and
 
Indian markets and how does they respond to their ‘Positioning’.
IBM ThinkPad----- " I think, therefore IBM"----
Here IBM tries to say that if you have the capacity to think then you should go for IBM ThinkPad, thePunchline exactly conveys the message.
Nike ----- "Just do it" ----
There is no other better way to boost the self-confidence the way Nike has put through their famous Punchline. Thus the ad linesimply communicates that using Nike can improve your performance byenhancing the self-confidence.
Adidas ------ " Forever Sport"-----
They wanted to say that whenever youthink of sports think Adidas. The Punchline perfectly associates Adidas andSports.
7-up ----- "The Uncola"----
Perhaps the most talked about Punchline, it gavethe brand a distinctive image in the mindspace of soft drink customers.
American Express ---- "Don’t leave home without it" ------
The Punchlinehas made the card an essentiality of lifestyle. Thus the card directly made a safeplace in the wallet of the customer for always.
Heinz Baked beans ----- "Beanz Meanz Heinz"-------
The catchy, peppypunchline is easy to settle into the brain. People can easily relate beans to Heinz.
Philips ----- "Lets make things better" -----
Philips wanted its customer toappreciate the quality of the product, which the Punchline defines accurately.
Polaroid ----- " We don’t have negatives" ----
The Punchline itself wasboasting about the uniqueness of the product, which the company was trying toposition.
 
Crest -------- " Look, Ma, no cavities" -----
The Punchline reflects theemotional relationship between mother and children along with the basic benefit.That’s what every mother wants to hear from her child. Perfectly positioned andperfectly communicated.10)
Esso ----- " Put a tiger in your tank" ----
The tiger represents ‘power’ and ‘strength’. Esso wants to deliver these benefits to its consumer and accordinglypositioned its products which were evident from the Punchline.
Lets have a look at the national front
Pepsi--- "Yeh dil maange more"-----
Such was the effect of thispunchline that an Indian army captain after winning a battle proudly yelled"Ye dil maange more".What drives us to buy pepsi or Coke? thesepunchlines.
Raymond ---- "The Complete man"---
The Punchline gives the notionthat man is not complete unless he wears Raymond. The possession of Raymond is kind of status symbol, the status of acquiring manhood.
Coca Cola ---- " Thanda Matlab Coca Cola" -----
People in Indiagenerally refers cold drinks as ‘thanda’. So Coke wanted to give animpression that whenever a customer think of ‘Thanda’ he should think of Coca Cola. So the Punchline makes ‘Thanda’ equal to Coca Cola.
Birla Mutual Fund ----- "The name inspires Trust" -----
Trust is thebasic platform on which mutual fund business works. An investor will investonly in that company in which he has confidence and trust. So the Punchlinewas directed towards Trust building.
Wills Navy Cut ----- " Made For Each Other" ---
The Punchline bringsabout the brand loyalty by making the customer and the brand too close toeach other. It suggests that both the entities complement one another.Most of the above mentioned ad lines are award winners just for the simple factthat they conveyed their brand’s positioning dead accurately.
BRAND IMAGE AND PUNCHLINES
Brand image can be defined as the characteristics and attributes perceived of abrand by a customer. Different consumers may have different brand images for a

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