BRAND MANAGEMENT

ASSIGNMENT – 1
Vaibhav chaurasia
PGMB1950

Orient electric branding and positioning

Orient electric positioned it self as finest quality of consumer
durables. The word Orient stand for pearl of the finest quality. And if
we talk about their branding colour which is Orange and a
combination of yellow and red which is considered as an energetic
colour. Orange calls to mind feelings of excitement, enthusiasm, and
warmth. Orange is often used to draw attention and uniqueness.
Orient chose MS Dhoni as company’s brand ambassador as Dhoni
depicts the coolness with class and same is with orient which gives
the perfect next generation technology with power saving and colour
opportunities for buyers.

Tagline of orient electric - switch to smart which creates perception

of better technology and easy to access in consumers’ mind. They
developed the tagline of ‘Switch to Smart’, because orient electric
wanted to present themselves as a brand which will enable the
consumer to switch to smart and think in the future with the
upgrade technology and with stylish design and colours it gives the
customer a value of social standard and satisfaction. they are trying
to communicate through their branding exercises is centred on
changing their personality and a shift from being a product company
to being a lifestyle solutions provider. They also came with the idea
of making a foray into low voltage switch gear or the normal
distribution boards that you see in all households, which brings them
one step closer to being a complete home solutions provider.
Orient electric aim, over time, is to be able to offer the consumer a
digital home and this is what they look to communicate to the
consumers with their innovative power saving technology and stylish
design with next generation technology and positioning them as
value for money product.
Orient electric differentiated positioning not only in terms of looks
and design but also from a functional perspective. So the
differentiator remains ‘smart functioning electric solutions’.