Living the Brand through Branding

Hi Brand Enthusiasts, Welcome back to my blog! In this post, I will be discussing how positioning and differentiation can enable a brand to become successful. Let us take a look at the Google as an example. Google Today, Google is one of the top most widely used search engines in the world. Just more than a decade ago, Yahoo was still the top preferred search engine that people used. Over the years, we have seen how Google evolved to be ahead of its competitors. (Image credit: indiatoday.in) Differentiating itself through Products & Services Yahoo is an internet service provider but Google is a multi-faceted service provider ; it wears many caps for being an entertainer, a social networking platform, a mobile service provider and a host for content creators. Taking a look at the above and comparing the services provided by Yahoo and Google side by side, we see that Google has many more services than Yahoo. Most importantly, they are very wid...

Hi fellow brand enthusiasts,  When we talk about brands that have strong 'brand identity', what comes to your mind? For me, one of those is the Japanese cosmetic brand under the P&G umbrella- SK-II. (Credit: sk-ii.com ) First of all, the ' brand identity ' system consists of mainly 5 components per suggested by Klopper and North (2011:66): 1) Brand Vision 2) Brand Purpose and Positioning 3) Brand Personality 4) Brand Values 5) Brand Mantra and Tagline All of these are channeled into visible output and reflected through the visual and verbal language of the brand's identity. Let me take you through the journey of exploring the brand identity system of SK-II! 1. Brand Vision A brand’s vision is something inspiring that the brand wants consumers to believe; it is like the ultimate goal for its followers to aim towards achieving. More than often, the brand vision can be found through its brand philosophy to highlight its objective. Pe...