group 1_brand management
TRANSCRIPT
Make the most of a Polarising Brand
Isha I Mansi I Nalini I Surbhi
Group 1
HatersLovers
What is a Polarizing Brand???
Apple here is a polarizing brand
Indifference is the worst place for a brand to exist. Love and Hate both involve energy,
Commitment and Knowledge.
Positive Buzz
Negative Buzz
MODI: The man who single handedly polarized the entire nation
OR ITS
WORST
NIGHTMARE
INDIA’S
GREATEST
SAVIOUR
Has won over many fans with his governance and wry sense of humour, the general public and
world leaders included
Continues to be blamed for the Godhra riots and isthe subject of ridicule by the Opposition
and the Chief Minister of Delhi
SAINT
SINNER
P
E
T
A
THE GOOD, THE BAD AND THE UGLY
It’s easy to point the finger at those who are
forced to do the “dirty work” caused by a
throwaway society’s casual acquisition and
breeding of dogs and cats who end up
homeless and unwanted, but at PETA, we will
never turn our backs on neglected, unloved,
and homeless animals—even if the best we can
offer them is a painless release from a world
that doesn’t have enough heart or homes with
room for them.
• The organization, which claims to be dedicated to the cause of animal rights, can't explain why its adoption rate is only 2.5 percent for dogs.
• In 2011, People for the Ethical Treatment of Animals (PETA) behaved in a regrettably consistent manner: it euthanized the overwhelming majority (PDF) of dogs and cats that it accepted into its shelters.
PETA knows that provocative, attention-grabbing actions are sometimes necessary to get people talking about issues that they would otherwise prefer not to think about.
All of PETA’s “naked” advertisements are intended to underscore an important message, whether it’s to reveal the cruelty of fur production, to emphasize the health benefits of vegan foods, or to show the vulnerability of animals in laboratories or circuses.
v/s
Starbucks Lovers V/S Haters
zz
Did you ever notice how
people hold their Starbucks cups? Particularly women? Always with the elbow bent, forearm up, hand facing forward, label out? Like they are holding a marching baton!
People go to Starbucks so they can walk out with the logoed cup and announce to the world that they can afford to spend $10 on a cup of coffee
This is what coffee used to be:
Thanks to Starbucks, this is whatcoffee has become:
IT GAVE US A COFFEE LANGUAGE
WITHOUT IT, WOULD WE HAVE SPECIALTY COFFEE?
PASSIONATE BARISTAS ARE BORN BEHIND THOSE COUNTERS
SUDDENLY IT'S OK TO SPEND MONEY ON COFFEE
YOU ALWAYS KNOW WHAT YOU'RE GETTING
BUT…
Why Polarization
?
Overcrowding
Fragmented Media
Differentiation
Brand Loyalty
How to measure Brand Polarization???
Greater the Dispersion, more Polarized the brand
Brand M Brand NBoth Brands have a Mean of 3, But Brand M is more
Dispersed
A brand in the middle may also be highly polarized
Effect of Polarization
How to Capitalize on Polarization
Nestle Maggi Controversy
Company Statement
Nestle website containing Q&A Platforms and clarifications for customers
Maggi noodles are 100% safe. The test results from all laboratories mandated by honorable Bombay High court has validated Nestle India’s position that MAGGI Noodles were and are safe. The health and safety of consumers is and will always remain highest priority at Nestle.
Widely criticized for its unrealistic body image, Barbie came up with a range of 33 new dolls in all shapes and complexions
Barbie Dolls Controversy
Example of Poke the haters: AIB Knockout
Have taken down AIB Knockout for now. We will speak soon.— All India Bakchod(@AllIndiaBakchod) February 3, 2015
Called the AIB knockout event “violent”. He said though he
hasn’t seen the entire ‘roast’ but he was very ‘disappointed’ with
whatever clips he had seen.
Cadbury Bournville
In India, people are used to the sweet taste of chocolates and were not accustomed to the taste of Dark Chocolate
Initially they advertised about the exclusiveness of the chocolate:You do not buy a Bournville, You earn it
Stressing the non-sweet taste in their advertisements, they amplified their POD
How to create Polarization
1. Drive a wedge in the market
Strong focused segmentation increases polarization
Magners advertised its drink as a refreshingly iced summer beverage
targeting the upscale youngProfessionals segment
Strongbow advertised with the tagline ‘BowtimeHard Earned’ positioning the drink as a reward for a
hard days work targeting the working class men segment
Axe- Highly focused on younger men-college students, young working
professionals
Old Spice- Positioned as a very masculine product for men who are
well settled and have a bold and confident image of themselves
Mercedes V/S Jaguar
https://www.youtube.com/watch?v=-7q7j4nXgMw
2. Launch a Provocative ad
Coca Cola Fairlife
Blossom Book house is the largest second-hand bookstore in
India