Brand Promotion Leveraging Contemporary Platforms

A brand is Just a Name! Is it?

A brand revolves around a company or an organization, highlights a concept, and propels products and services into stardom. It is associated with the topmost insignia or logo of an organization be it big or small.

Please recall the Mercedes Benz insignia. It is globally associated with the company, the insignia is enough for an instant recall and recognization. Some brands have become universal, and they umbrella several companies or subsidiaries or smaller labels, this is the case of mega-corporations. Some fine examples of universal brands are listed below:

• Tata
• Reliance
• Microsoft
• Google
• Apple
• Coco Cola

Brands exhibit a complex structure. Although many belong to a single highly successful product or service this is not always the case. Sometimes the product becomes the driving force behind a brand as in the case of Coco Cola, in some cases, for example, a label propels a company and turns it into an institution or people begin to perceive it as a brand. This is the case of Reliance its first label being Vimal which became highly successful in the nineties.

Most brands are associated with an insignia or the label added before the product or service name. Whence companies collaborate they compliment each other's name to signify the partnership as was the case of Hero Honda a motorcycle manufacturing company in India. Sometimes brands overshadow a product or vis versa. Thus, whatever is behind the concept it is not just a name.

Brand Promotion A Complex Strategy

Companies often leverage a successful product or service to promote a brand. Promotion is complex but essential for a company's success. Believe me! After years of association with digital marketing, it is not the colorful insignia that propels a brand for it to be a grand success, an intermix of factors is involved.

• Awareness
• Appeal
• Loyalty
• Equity
• Trust
• Reputation
• Positioning (Targeting Audience)
• Affinity
• Highlighting the Concept

Incredible Success Stories

Some brands break ground by accident take example Coco-Cola. Initially launched as a digestive syrup paradoxically it became famous as a refreshing beverage, and now the product sales amount to 42 billion USD across the World. Several labels are associated with the Coca-Cola Company, and they command an impressive share in the global market propelled by the leading label Coco-Cola.

Take the case of gin which was distilled as a medicine in the seventeenth century, but is now a household name the world over as an alcoholic beverage. With the emergence of craft distilleries, the annual revenue generation now stands at 13 plus billion USD. Now gin is only a definition and it is not a single product but the spirit has become so common that it propels various brands to be sold as gin.

Take the case of Nirma an Indian brand. It experienced tremendous growth in the nineties driven by the force of television ads when electronic media became available pan India. Nirma was the case of excellent positioning using price differentiation with its arch-rival Surf belonging to a multinational company called Lever. But remember these success stories would have expired a long time back if the products had not conformed to the qualities the customer demanded as per expectations.

Global Publicity Thrust – Offline/Online Platforms

The advertising paradigm changes every time a new technology emerges, but this is happening usually with the emergence of each decade. Powered by Internet technologies the Social Media platforms are a testimony to phenomenal changes occurring around the globe, and they impact the way we do business.

Thus in the contemporary era companies behind emerging labels leverage both online and offline platforms. SM Platforms like FaceBook, LinkedIn, Instagram, and Twitter to name a few have become ring leaders in the game of awareness, consideration, and goal conversions. They encourage and promote creativity and constant innovation by facilitating a piggyback ride in the guise of content. The marketing principles are being executed through various social media each with niche offerings. Nevertheless, the tremendously potent social media is aiding brand promotion through their digital popularity.

The World Wide Web Phenomenon

The www phenomenon easily trespassing borders and seas, and the speed powered by the Internet has made online social mediums an immense success and turned the Earth into a global village. The arrival of TV preceded the Internet, the subscriber base that is nearly 5.9 billion is now leveling up the TV viewership with a subscriber base of almost 5.6 billion people.

The electronic mediums earlier suffocated by demographic limitations became free from national prejudices, and thus social media began to proliferate. A new online paradigm with global reach transformed promotional methodologies and created a new dimension with which to drive through the message. Despite having greater popularity the reach of TV is mostly restricted to national boundaries with few shows crossing international borders. Except in China limitations do not apply to social media users.

This is an age of economic domination through the www, and brands are using SEO, SM, PPC, and content publishing sites. All these social platforms lead to immense success for online marketing companies in India and the world over.

Advertising is an engine behind a brand's success - least said and done. For example, the Indian advertisement industry across all segments was worth 74,600 crores in the year 2021 and is experiencing a CAGR of 11%. During the forecast period of 22 to 2027, the market size is expected to double. The whole world is part of this phenomenal contribution not only India.

A group of writers at Above the Fold Digital Marketing and Web Development Company in Mumbai India