DIFFERENTIATION, UNIQUENESS AND ORIGINALITY OF A PRODUCT PROVIDES AUTOMATIC BRANDING

Chaitali: - He he he…you don’t need to write above or below your article that you have written that. The moment I have a glimpse of that article, I can make out that it has been written by you.

Arindam: - Oho! But, how can you make out that?

Chaitali: - Very simple! In all your articles, the title is in Capital letters and it is followed by three exclamation marks. You never write anything in an essay-type format. All are in the form of dialogues with some funny characters. Moreover, all the letters of the article are in bold and in italics. You use some words, which I find in your articles only.

Arindam: - Yeah, these are the common features in all my articles. I have never thought about that. Maybe, I think that I should change my writing style and formatting, so that it does not become boring to the readers.

Chaitali: - Now, you are talking like a fool. Why you will change your writing style and formatting? There are some things, which you should not change. Rather you should maintain it. Maybe, one section of readers will find it boring, but it is also true that another section of readers will always read your articles because it has its own uniqueness, which is somewhat different from the traditional form of writing or presenting an article.

Arindam: - what are you trying to say? I do not understand any head or tail of it.

Chaitali:- In brief, I wanted to say that whatever funny attributes are associated with your articles is good for you only, because it is creating a different brand altogether. Whether the brand value is good or bad, that is a different question, but it is creating a brand.

Arindam: - Brand? My goodness, since my childhood, I have always heard about brandy, but not about brand. By the way, what is a brand?

Chaitali: - Suppose that you have won a lottery of 1 lakh rupees. Now, where will you keep that money?

Arindam: - Of course, in a bank.

Chaitali: - In which bank?

Arindam: - In SBI.

Chaitali: - Why in State Bank of India? Why not in other private banks like ICICI or HDFC?

Arindam: - Boss, my grandfather and father kept their money in SBI. They had full faith on SBI.

Chaitali: - Exactly, now, that is known as branding. SBI has been able to earn the confidence of its customers towards their banking service, that is why, even the grandchild of a SBI customer is willing to keep his money in the SBI. It is the similar case with TATA Salt. You will not buy any other salt if you get TATA salt. Also, you will not buy any other toothpaste, if you get Colgate, because your father also had faith on Colgate. Now, if the owner of these branded companies would have changed the quality of their products by thinking that some customers will feel bored, then it could have back-fired their brand value only.

Arindam: - Accha, I have a question. Say I am a new businessman and want to enter in a certain market segment, where all my competitors are big brands. Then, how can I do the market penetration within a short time and then create the brand value of my product?

Chaitali: - Do a market survey and find out the reasons for which the customers of your competitors are unhappy? Capitalize on those dissatisfactions and create your product in such a fashion that it will provide those services to the customers. Say a customer wants to watch TV in his mobile phone. He is not getting that feature from any of the companies. Now, if you are a new player in the market, who is going to provide that facility in your mobile handsets, then the customer will buy your product. In this age of globalization, a customer never gets satisfied easily and if he gets satisfied also, his satisfaction does not last for long, because the next day, your competitor will come up with new features which will hack your customers. But, there are some company, whose brand value never changes because they believe that “DIFFERENTIATION, UNIQUENESS AND ORIGINALITY OF A PRODUCT PROVIDES AUTOMATIC BRANDING” to it.