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Essay text:
This is a quote from the doyen of advertising – David Ogilvy.
Let us take a deeper look at the brand.
|Product |Brand |
|Exists on the shelf |Exists in the mind |
|Made of raw ingredients |Made of feelings & emotions |
|Belongs to the manufacturer |Belongs to the consumer |
|Eg. Bajaj Scooter |Eg. Hamara Bajaj |
So, let us now understand how does advertising make a brand strong?
The ‘fundamental equities’ of product, price, packaging and performance are only revealing one side of the picture. Today the consumer takes these elements of a product for granted and looks beyond performance of a stronger, value-addition to the brand...
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