Five Ways of Help

You have to be very careful about building Brand Associations as it helps in five important ways.

Basis for Extensions

This has been discussed earlier in covering brand name. Let us have a look at some examples.

• Savlon was first introduced as a brand of antiseptic liquid which does not burn. It was then extended to the soap category.
• J & J launched toilet soaps for kids under the brand Kids fruit flavors. Then they introduced talc.
• Fair Glow was introduced as the first fairness soap. Then cream was launched.
• Clinic was introduced as a shampoo first. Then a hair was rolled out under the name.
• Kellogg’s corn flakes were followed by biscuits.

All these are examples of exploiting BAs in another category. Please note that as a reason to choose a brand is created, reason for not choosing another brand is simultaneously born.

Differentiate

You must have studied in advertising course that it plays an important role in demonstrating the difference. It involves comparison and the same has to be done. One would have to contest with AMI (Advertising agencies Association of India) or MRTP (Monopolies and restrictive Trade Practices) if a case is lodged. Some examples are given below –

• Savlon showed in the ad that it did not burn (like Dettol) although in the ad the character expected it to.
• Captain Cook salt exhibited in the ad that its salt flowed freely unlike the other salt (Tata salt).
• Whisper demonstrates that it absorbs more/effectively (compared to other brands). It is supported through the gel formation concept.
• Dove is not soap.

Wide Reason To Choose

Bumol is for burns. No other brand comes to the mind for the same problem. Krack cream is for cracks on the feet. No other brand comes to the mind for it. Further, all examples for ‘Differentiate’ have a reason to lose.

Illicit Feelings

Close-Up provides confidence as it ensures freshness because of which one can interact with others at a close distance.

• Good Knight Expert helps me ensure that my child has sleep without disturbance.
• Santo or helps me look younger.

Evoke Favourable Attitude

• Cadbury’s Dairy Milk is for all age groups. I can have it too.
• It would not be embarrassing if I am seen having it
• Femina is for modern and forward looking women like me
• Elle 18 is for the young, fast, and trendy