Commercial Applications
What are the various methods employed by manufacturers to promote the brand of their products?
Answer
Manufacturers employ the following methods to promote the brand of their products:
Advertisements — Advertisements in newspapers, radio, TV and other media are regularly given to make a particular brand well-known among consumers. It is due to repeated advertisements that brands like Lux soap, Colgate toothpaste, Titan watches and Honda cars have become popular in the market.
Quality Control — Brands become popular and continue to enjoy the confidence of buyers only when the quality of the brand is maintained. Consistent quality creates trust and helps build brand loyalty.
Publicity — Publicity means commercially significant news which has no sponsor, is non-personal and is not paid for by the individual or organisation involved in it. News releases, feature articles, letters to the editor, press conferences and audio-visual material help enhance the image of the organisation and promote the brand.
Thus, regular advertising, maintenance of quality and favourable publicity help manufacturers promote their brands and build brand loyalty.
Related Questions
Explain Institutional advertising and concept advertising by stating an example for each.
Brands are used in business, marketing and advertising for recognition and to create a store value. Based on this statement list any five advantages of branding.
CASE STUDY
Innovation and brand consultant, Anisha Motwani, believes that free trials or sampling as a strategy is mostly prevalent and successful in categories that have deep seated habits and have high frequency of consumption. Brand switching in this category require attitude and behavior changes and free sampling influences customers to try new brands and thus increasing the probability of purchase. Such categories could include newspapers, food products, etc. Free trials can also be found in case of expensive offerings where consumers prefer sampling before making a final commitment……
Success of Reliance Jio in the intensely competitive Indian telecom market brings forth the strength of trial marketing strategy, even in the service industry. Reliance Jio Infocomm Ltd offered free sampling of Jio’s voice calling, text messaging, and data services, and acquired stupendous 100 million subscribers, of which it continued to retain 72 million even after the free trial period ended.
Conventional wisdom suggests that brand that indulge in trials and discounts erode brand value. Here’s the reality though. People value brands. But people also seek value for money ……
Source:
https://www.ascdegreecollege.ac.in/wp-content/uploads/2020/12/Marketing-Management-Indian-Cases.pdfWith reference to the case study answer the following question:
With reference to the case study, explain the term Brand and its types.
Ms. Asha started a cosmetic business and tried to develop a positive image of her brand product towards her customers. With reference to this, explain any two methods of Brand Promotion implemented by Ms. Asha to increase brand loyalty among her customers.