Forms of Brand Associations

Associations can exist across a range of specific parameters. Based on the type of parameter, BAs can be classified. You can see few good examples hereunder and think of few besides these. Some examples in this context are

• Microsystem detergent powder versus normal detergent powder.
• Onjus is a juice.
• Surfmatic is for washing machines.

The classic example in this context is of 7 Up the Uncola. This approach has rarely been used with intensity in India.

Competitors

Some brands have used specific competitor in a subtle manner to create a reference point for generating association. These are mostly on tangible aspects. Examples are Mortein twelve hour red mat (versus normal eight-hour blue mat-Good night), Wheel detergent powder (versus Nirma-does not n. my hands), and Captain Cook salt (free flow versus your favourite salt- Tata salt). Just talking of the attribute/benefit would not have as much intensity as it has when used against a strong brand. Care should be taken that the real-life performance is no different from the claim, else such a route could be the brand’s Waterloo.

Celebrity Personality

Brands are increasingly using it. Sachin Tendulkar for Visa, Pepsi, Gillette, and Boost, Kapil Dev

for Samsung, Rapidex, palmolive and S Kumar’s, a host of cricketers for Pepsi.

Overuse has led to a feeling of ‘me too’ in the cola market. Aamir Khan is used for Coke, Salman Khan and Sunil Shetty Thums Up, and Shahrukh Khan for Pepsi. BAs should help a brand to stand out and thus revitalize it. If all competitors follow the same formula, differentiation reduces. It then boils down to which star more is appealing at that point of time.

Lux was one of the first to capture this parameter and Cinthol has tried it often in the past. But consistency has paid off for Lux in the crowded soap market, which has a lack significant benefit differentiation. Well, consistency can become monotonous leading to fast wear-out. So, Lux has been consciously changing its models. As time progresses and new stars are born they find their place in the Lux ad, from Hema Malini to Tabu.

Intangibles need to have tangible evidence. Celebrity endorsement is one of the ways to provide such evidence. So we can say celebrity advertising is most likely to be effective for

• Lifestyle products such as premium watches, and brand garments as in such cases the need is intangible imagery. And the concept of celebrity is ‘intangible imagery’.
• A brand if its main competition is also not using comparable celebrity.
• A brand if the celebrity used has the credentials for endorsing the product (e.g. Sachin Tendulkar for BOOST’ the secret of my energy’).
• A brand in whose ad the brand is a bigger hero and not the celebrity. The ad is for a brand and not for a celebrity. The halo effect of celebrity has to be prevented in the story line.
• The brand message gets communicated and found to be relevant.

While on celebrity advertising one need to touch on a celebrity product Kaun Banega Crorepati, Few questions come to mind when thinking about KBC. What would have happened with KBC if Amitabh Bachhan would not have been the anchor in it? Why did ‘Chappar Phad Ke’ on Sony” Govinda as anchor loose out? Was the cause the celebrity? Or was it the program content? Or was it to do with who was first? Or was the cause the channel-Star versus Sony?

Price

Price is used to segment appeal value based on affordability and heterogeneity in the marketplace. Mostly it is the lower economy pricing that can be exploited. Some good examples in this context are provided below. This association is a great business opportunity. Further, this can be effectively used if cost structure can be re-engineered (decentralized product sourcing could be a way out; another could be franchising).

Edible oils – Gemini, Goldwinner

Detergents – Nirma, Wheel

Toothpaste – Babool

You can note this opportunity exists for the entire category and not just for a specific brand. The first mover has the advantage but it can be effectively copied. The reverse of economy pricing is also possible. Premium pricing has to be supported by a valid/credible reason. Scotch whisky is not normal whisky and justifies higher price point. Much better quality can also be used to support this, like Ford Ikon and Hyundai Accent passenger cars.

Value for money perception can also be created through characters like Surf’s Lalita ji (Surf ki khariddari mein samajhdari hai). Good Knight twelve-hours mat last much longer than the normal eight-hour mats, and hence provide significant additional benefit leading to justification of a higher MRP. Such pricing appeals also go further in terms of defining user profile, which is also a BA parameter.

Place of Origin

Certain places have some specialty and these can be converted into focused BA. Darjeeling/Assam are known for great quality tea. Some such international examples are as below –

France – Fashion, Perfume, Champagne Russia – Vodka Italy – Shoes, Leather goods Germany – Beer, Quality automobiles

The only fear with this is that these could change over long-time period or other places could catch up. There has been no noticeable use of this parameter in India.

Use of Product/Service

Some examples are –

• Any-Time Money (for banking services)
• Beer even in monsoon (ad for kingfisher in 2000)
• Monsoon time is soup time (ad for Maggie soup in 2000)
• For making ice quickly (Whirlpool refrigerator in 2000)

These usage occasions provide association opportunities and though promoted by specific brands are actually opportunities for almost all brands in the concerned category. Whoever does it first loudly steals the association.