MARKETING METRICS

DIFFERENT COMPETITVE STRATEGIES FOR GROWING AND STRONG BRAND

Be creative but stay relevant
The brand is a promise to maintain consistency and to provide better services. Brand
strategy always stresses that the delivered message should be creative every time and it
should be relevant to the past delivered messages. The flexibility in delivering the
creative messages should not disturb the customer’s positive perceptions towards the
brands.
For example, life buoy brand delivers brand message i.e. “hygiene and health” in order
to make a difference from its competitors. The approach may be different every time
but the message is creative, same and relevant.
Connect on the emotional level
The brand strategy aims at customer positioning and expects customer loyalty.
Repeated purchase behavior of customers is not only possible by offering products
which can satisfy their physical needs, but the thing is to grasp the customer attention
and loyalty. Knowing the customer emotional needs can give better results in effective
branding.
For example, Johnson’s baby products are successful in creating brand positioning by
knowing the customer’s emotional needs. “No more tears formula”
Brand positioning
A brand positioning strategy is used to increase the customer’s positive attitude towards
the brand and to maximize the perceived value in the minds of the customers about a
brand. Brand positioning is implementing an idea through communicating the unique,
sustainable, credible value created by the brand and motivating the customers to
become more loyal.
Hence, marketers should select right media for the products such as using television and
print media can give desired results with instant impact on wider demographics, here
the thing is cost. On the other hand, choosing some media may seem cheap and
effective in the long run, but may not give desired results instantly and these are
suitable for small and medium scale organizations.
Avoid short term trap
Brand strategy stresses the long-term goals and objectives, these only can build strong
brands. Brands are not built overnight, focusing on short-term tactics may give instant
results but cannot lead the organization towards the objectives of the firm. Short term
trap such as false promises in the advertisements, maintaining short-term consistency
and other short-term tactics to maximize sales can act as brand killers. Such brand
strategies cannot help in gaining the customer loyalty in the future also.
Keep your competitors closer
It is very important to know the competitor’s strengths, weaknesses, and their
opportunities while developing brand strategies. Even if the product is innovative,
technologically advanced and low priced then also a firm can expect competitors with a
more superior value proposition.
Competition for an extent could be good for a firm so that it can learn, develop and
implement strategies to face the counter-strategies of the competitors. Strategic
approaches such as innovative pricing strategies, better cheaper and faster customer
services, communicating with better messages, etc. can maximize the efficiency, and in
turn, it can make it possible to get higher brand loyalty.
Communicate key benefits to the customers
Focus on communicating benefits provided by the brand and its unique features can
help in differentiating the products from the other similar products and competitors.
The single idea of which you are doing business should be communicated to the
customers in order to make them aware of what a brand can do. A good brand
positioning is possible through spreading the brand messages and by communicating
the key benefits provided by the brand.
For example, Disney – Family fun entertainment
These are the different competitive strategies for growing brand.
SUBMITTED BY
T MUTHUPANDI
18-UCO-018