commoditization of brands - anisha motwani
DESCRIPTION
This presentation takes a look at the key forces that are leading to commoditization of brands. Various factors ranging from economic to consumer are at play. A lot of times, this commoditization is also the organizations and brands own doing. We then look at the ways in which brands can prevent this from happening and retain their diferentiation in today's hyper-competitive world.TRANSCRIPT
Commoditization of Brands
Anisha Motwani
Commoditization mostly occurs due to intense competition that forces down prices
Business pressures also perpetuate commoditization
Brands that get built over years, Get managed in quarters
Advertising that should focus on long term brand building lingers over promotional programs
Falling into the trap of communicating ‘imagery’ instead of ‘positioning’
Shorter Brand Cycles
Products are lasting longer, But the rate at which they become outdated & irrelevant has accelerated
Changing consumer behaviors
NewDifferentHere & Now
Heightened consumer actionwith new media offering platforms demystify brands & dig out parity
Commoditization is typically advantageous for customers but usually disastrous
for brands
Commoditization,for brands implies Un-differentiation
comm·o·dit·ize
become indistinguishable from others like it
dif·fer·en·ti·ate
form or mark differently from other such things; distinguish
perceive the difference in or between
To understand Un-differentiation… Lets talk Brand Differentiation
Brands who differentiate basis product features and benefits are not sustainable
How can brands differentiate?
Differentiation by Association
Differentiation by Experience
Differentiation by Innovation
Differentiation by Service