Brand marketing evolves from trying to keep up with trends and changes in their target customer's values and needs. Back then, branding meant just a logo on the product, but today, it’s an evolved term that allows the target audience to identify and recall the brand. As brand marketing has evolved, agencies in India are striving to create effective branding strategies for their respective clients and their needs.
Brand marketing includes promoting the brand on various platforms for different audiences. It entails communicating the brand's message while retaining its core identity and value.
One of India's biggest rebranding stories in recent times is ‘Fair & Lovely’, which changed its identity by changing its name. Fair & Lovely, the skincare brand from HUL, changed its name to ‘Glow & Lovely’. Several cosmetic brands have been put under the microscope as many customers feel that they are promoting fair skin in a country where most of the population has either wheatish or dusky skin. Fair & Lovely advertisements were particularly chastised for the racial bias inherent in their brand name. With the new name, Glow & Lovely changed its core message and brand tone and aims to stand by its new identity. But the question remains… Did the name change put the brand in a good light? That’s for the target consumer to decide.
In today's world of brand marketing, branding agencies in India are competing to determine the best branding strategy among an infinite number of brand positioning options. This is due to the rise of big data analytics used for micro-targeting and omni-channel marketing.
Sometimes, while targeting Millennials or Gen Z, brands and companies in India constantly compete to gain the audiences’ attention. This is mainly due to FOMO, the ‘fear of missing out’, which encourages them to present their brand on different platforms.
However, frequent branding changes can often lead to confusion, and the audience can find it challenging to understand and connect with the brand messaging. Sometimes, rebranding can dilute a brand’s core values and make it difficult to find footing among its target audience. While brands need to evolve their identity with changing times, it’s all the more important to ensure that the changes are relevant to the brand and the audience and in line with the brand’s core values. That’s where we come in.
At Collateral, we understand what a brand needs, what the consumer needs are, and what the market trends are to create stories that help brands evolve and strike the right chord among their target audience. If you’re looking for a partner to help your brand reach its true potential, log onto www.collateral.co.in or drop by for a cup of coffee!
Also Read: BRAND MARKETING STRATEGIES FOR BUILDING A STRONG ONLINE PRESENCE
