What
are the Indicators of a Strong Brand?
( This article is part of Brandhorizonbusiness talks - Leading the present, Shaping the future)
Well, there are several factors that
make brands Iconic. To name a few....
·
Futuristic and Innovative
·
Top tier dealers excited to deal with
the brand
·
Pride that your customers find in
cocreating brand for you
But at the RIO 2016 , several brands
are focusing on Social causes to spread a brand message and using the event as
a platform to showcase social commitments that the Brands value and it is
indeed turning out an effective Indicator at a macro-geographic level.
Nike, have always been known to use sportspersons as their
brand ambassadors . Most recently it was Serena Williams when
she became the 2016 Wimbledon Champion . Consistent with their commitment to
sports , now they are celebrating the first transgender man to
be on a US national team .Nike’s new Ad titled Unlimited courage is a novel and
unique promotion of spirit of sports and of the transgender Community . Through
this Nike demonstrates its strong belief and commitment to society . By
promoting this highly popular social topic , the brand attempts not only to
remain consistent but also create a
unique recall in the minds of millions of sports lovers and the transgender
community . Besides, Nike’s campaigns also features several female athletes .
So what we see here is a strong emphasis on core values of societal causes that the brand stands for. And the fact
that Rafael Nadal and playing partner Marc Lopez winning gold
for Spain , wearing Nike sneakers was an icing on the
cake for their vision.
Procter and Gamble on the other hand uses the platform to celebrates #LikeAgirl” campaign to demonstrate its commitment to encourage
female sports and I quote from a Press release of Michele Baeten, Always
Associate Director, Procter & Gamble “The Olympic Games are a time when - all
around the world - female sports participation is elevated in the public eye,
and for that reason, we could not think of a better moment to drive awareness
of the critical role sports play in building girls’ confidence,” “We will rally
and unite Olympic athletes, the International and National Olympic Committees
and other organizations, to spark a change and inspire a world in which every
girl truly feels that she can play sports and will Keep Playing #LikeAGirl!”.
Nearer home, Amul uses the platform to support the Indian Contingent second time
in a row and tries to brand its core health values of its milk brand as an
energy drink . Here again , the hoardings carry the Amul girl along with the Olympics logo as the ambassador
on all its packaging in its “Amul Doodh Peeta hai” India campaigns ,
trying to get dual advantage of not just promoting its health drink but also
demonstrating support for the female athlete.
Clearly ,these social causes
and contributions ,although intangible in terms of ROI on spends initially,ultimately
go a long way in building strong brand recall by remaining in the minds of millions of viewers
who would look at these as matters of pride to be associated with the brand.
These are clearly forward looking brands. They can visualize that ROI will clearly be tangible ultimately in the
form of viral marketing from top tier
dealers and word of mouth customers who would have a long lasting impression
about the brand as one that relates to society at large,not just at national
levels but also on international forums .
Brand
is the most valuable resource that sets
apart a ” fly by night player “ to a “ We are here to stay” brand and
eventually effective Corporate branding and International Branding is what
decides how widespread is your reach among the wider spectrum of potential
clients. Dynamism, Continual
reinvention, Innovation and
disruptive technology all of these play
an integral role in the brandpositioning efforts.
Brandhorizon,headquartered
in Bangalore is one of the most prominent Branding and Marketing Consultancy firm that offers corporate Branding and International branding
implementation that will give your business a new dimension. Contact us , to
· Co
create Brand strategy using Consumer Insights and Customer Experience Journey
· Devise
an integrated International branding and marketing strategy
· Establish
and strengthen your online presence through Content Marketing