commoditization of brands - anisha motwani

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Products are lasting longer, But the rate at which they become outdated & irrelevant has accelerated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