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BRANDING | Consider Your Brand’s Opacity to Develop a Winning Brand Strategy | Part Two

February 15, 2018

BRANDING | Consider Your Brand’s Opacity to Develop a Winning Brand Strategy | Part Two

So How Do Customers Perceive the Difference?

It is largely through the brand’s communication–the voice of the brand–that customers can perceive these differences.  That is why brand managers in the CPG industry must develop such a thorough knowledge of branding. It is because of their expertise that these marketers can ensure customers can hear the distinguishing claims of their brands and are able to perceive them during the purchase and consumption process.

Dove is a Case In Point

Dove’s packaging informs and reminds customers of the brand’s difference at the product attribute level–one quarter moisturizing cream—which in turn allows customers to conclude that Dove soap cleans without drying your skin. Although this premise is central to Dove’s brand proposition, by itself it is no longer sufficient in the face of universal product enhancements by the other major players in the industry.  That is why Dove has chosen to focus so much of its branding effort in traditional and contemporary media platforms on linking the abstract benefits of the brand with a higher social purpose—to help to bring about “a world where every girl grows up with the self-esteem she needs to reach her full potential, and where every
woman enjoys feeling confident in her own beauty.”

While it is true that every part of the marketing mix plays a role in shaping customer demand and can have a branding effect, communication strategies need to play a prominent role in the design of brand strategy if CPG brands are to be successful in today’s hyper-competitive marketplace.

Services Brands Are Transparent

Brand strategy for services brands has historically focused on creating, delivering and communicating the compelling value desired by customers through the so-called services marketing mix and it includes four additional strategies to those used to formulate brand strategy for CPG brands: people, process, physical evidence and information technology strategies.

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