Identity and equity are based on many factors, and is a good thing that helps brands when they enter new territories, geographically or new categories, if exploited properly.
But lots of brands assume their potential customers are either ‘very thick’ or just treat them as the lowest common denominator – it sucks. Basically the marketing team doesn’t have a clue on how to exploit the brands strength.
Yardley, for many Indians was/ is considered a up market premium brand for 2 reasons. It came from London and it wasn’t very accessible in India [Wasn’t directly marketed] for a long time.
The other day I saw this on the telly
I think it’s horrible. The marketing guys assumes that people will automatically flock to the brand if they just tell people / remind Indians that it is from London. It’s horribly done because
- They have used a leading Bollywood actress, but that actress also endorses soap, a hair removing cream and many other mass market products.
- Just by saying the brand is from London doesn’t mean it’s a GREAT product.
- It fails to tell people what the brand stands for, or build any empathy with the consumer
- It doesn’t look or feel fashionable at all. It’s stale!
The brand needs to work hard and earn the respect of it’s new target, yes it should stick to it’s source of origin for equity if it believes it’s a major strength, but needs to do stuff as if it was a fresh beginning.
Another brand that assumed it would do well in india was Marks & Spencers.
M&S ws always looked up to in India, especially as it wasn’t available here. People would buy M&S products when they went on trips and would ask people returning fro England to et them M&S stuff.
- It’s a brand people like, look up to , and WANT.
So what to M&S guys do when they launch in India?
NOTHING
You heard me right. I remember reading their company spokesperson saying that they will not advertise focus on doing too many things to promote their brand in india. They didn’t have huge expansion plans either. Just one store to begin with.
What followed?
No great effort to push / build brand with people.
Assumed everyone will rush to buy products
Didn’t create great in store experience, compared to other high street brands.
And today – they are where they were 5 years ago – negligible. Not seen as premium or up market and worthy of paying a 40 % premium for.
Asia is a market where people look for Value, that doesn’t mean you need to strip to bare minimum, and t also means you can’t take lineage for granted. Earn it here & now. People have the money , show them the reason to spend it on you!
