“Branding ‘pre-sells’ the product or service to the user.”
Branding makes a cricketer Imran Khan; makes a social worker Abdus Sattar Eidhi. Muhammad Ali Jinnah becomes Quaid-e-Azam. When a poet becomes Allama Iqbal, it’s branding. Branding immortalizes a functional product; it makes the brick-and-mortar product look ‘larger-than-life’.
Branding adds appeal, enchantment, glamour, charm, charisma and magnetism. It’s an art and science of SEDUCTION. It’s an art and science of creating a world of fascination and an atmosphere of allurement and an aura of attraction. It’s an art and science of enthrallment.
In military realm, Branding is like blitzkrieg and aerial bombing and Selling is physical capturing of the territory. As after blitzkrieg, physical capturing of territory is made possible, similarly branding makes the selling easier. Branding captures the mindscape (while Selling captures the landscape).
A Brand is a promise……. a promise of fulfilling the dream; a promise of making you exclusive; a promise of ensuring your prestige; a promise that you’ll not be taken lightly; it’s an answer to your unheard hushed up prayers; it’s a solution to your problems. It’s promise to add value to your life and at the parallel tract a definite promise of magnifying the possibilities of adding value into others life.
Brand doesn’t only tell you the time; it tells WHO YOU’RE!! Brand doesn’t only give you transportation; it gives mileage to your personality. Brand doesn’t only give massage to your body; it massages your ego. Water quenches your thirst; but Coca Cola is “Maza Zindgi Ka”.
What’s that phenomenon that makes a watch a symbol of social status; that makes a car a symbol of esteem and eminence; that makes a hotel a place of massaging your ego? How you differentiate yourself in the mind of your prospect is called Positioning. Positioning a product in a prospective customer’s mind is still the most important strategy in business. The word is probably the most buzzing word in the arena of marketing. Positioning starts with a product. A piece of merchandise, a service, a company, an institution, or even a person. Perhaps yourself. But positioning isn’t what you do to a product. Positioning is what you do to the mind of the prospect. That’s, you position the product in the mind of the prospect. Positioning has changed the way the advertising game is being played today. Look at the following positioning statements of the companies.
“Avis is only No.2 in rent-a-cars, so why go with us? We try harder.”
“Rooh Afza, Mashroob-e-Mashraq”.
The basic approach of positioning isn’t to create something new and different, but to manipulate what’s already up there in the mind.