Be it online or offline, the marketplace is always booming with new brands along with the old players in this filed. However, while some brands, over time, make it to the top, others simply fail to reach that height. Sometimes they even get extinct due to rising competition and their lack of adaptability to changing situation.
But the ones that become able to make it to the top, there is always some discernible similarity in those brands. For instance, these brands always manage to evoke extreme reactions, regardless of whether a consumer love that particular brand or hate it, it seems like there is no neutral ground.
Now the question arrives that why are they such brands that evoke extreme reactions?
But before answering that question, let’s take a look at the top 10 brands that now has become an integral part of our lives:
Amazon
Apple
Uber
Netflix
YouTube
Gmail
There is no doubt about the fact that these are some of the biggest players in the market and the service offered by these brands are incomparable. However, while keeping track of all the new technologies they use to attract new consumers while retaining the old ones, people often overlook a very similar factor about these brands.
All of the above-mentioned brands use a similar marketing technique to communicate with their target audience. This particular marketing technique is known as Emotional Marketing. Emotional Marketing or Emotional Branding is nothing but creating an emotional connection between the brand and its consumers, to separate it from the rest of its competitors.
This is a long-time investment made by the brand. Creating an emotional connection helps the brand to create and retain a loyal customer base.
Simplicity is a huge part of the brand strategy of these brands. Another important thing is that these brands show a desire to become a part of a lifestyle movement. These factors appeal to an inherent need of ours; to become a part of something larger than ourselves. This is why these brands evoke extreme reactions, be it good or bad.
Why do these brands command such high brand value?
Marketing is all about the creation of brand value. And, developing a brand value means creating a promising, relevant, differentiated, valued, and trustworthy experience that is delivered consistently. Creating and delivering trustworthy brand value proposition is the pivotal source behind high, and most importantly, sustainable brand value creation.
The reason behind these brands commanding such high values is that these brands simply responded to the existing needs of the marketplace, instead of try and convert the customers like-minded with the brand, about a concept.
But it does not end in creating a brand value. The difficult part is to sustain it. Providing great service with consistency indeed is important. Along with providing service that adds some sort of value to people’s lives. These giant players propositioned their brand value in such a manner that helped them to create a marketing and awareness plan that resonates with their consumers.
These brands have now become the face of corporate giants. Such is their influence that landing pages of Facebook and Google have almost become synonymous with the Internet. Brand logos like “A” for Amazon and apple for Apple has become nonetheless iconic.
The common thread
The discernible similarity between these brands can be seen in product differentiation and product positioning. These corporate giants are well aware of the value proposition of their product. In other words, they know their products’ differentiable characteristics from that of competitors’ products. Knowing the value proposition helps these brands to position their product in a way that the differences that consumers will find most attractive, gets highlighted.
Once the value proposition is identified these tech corporate giants start preparing for the next step, which is to position their products favourably in potential consumer’s mind, as opposed to their competitors. Marketing and promotional strategies communicate tailored messages to the set of audience whose conversion possibility is the highest.
What makes them unique?
All the above-mentioned brands have different visions and a different set of the target audience to cater to. Therefore, depending upon the vision of the brand and people they want to communicate with, their marketing strategy changes. With that, the positioning of the brand changes, and so does the brand value.
Positioning strategies used by different brands:
Amazon – From the former days of its existence, Amazon positioned itself as a brand that provides its customers greater values by combining extraordinary convenience, comprehensive selection and instant access. Later on, low price was included.
Apple – The brand positions itself as a brand that believes in innovation, design and imagination. It has become synonymous to a trendy lifestyle and is also perceived as a status symbol.
Google – The brand uses its high-end innovative company culture, products and services to create a product eco-system and customer experience that attracts potential consumers.
Facebook – In its former days, Mark Zuckerberg positioned Facebook as an online social space that mainly caters to the college students. Over the years the positioning of Facebook has changed.
Instagram – The application formerly positioned itself as a picture sharing application. Later on, multimedia got incorporated.
Uber – Uber positions itself as an enabler of movement. It also implies cultural progression. The brand tries to intrinsically humane as the millions of people availing the service daily.
Netflix – The OTT platform that previously used to position itself as DVD rental service, has now repositioned itself and has officially become a streaming service.
YouTube – YouTube positions itself as a completely optimisable video streaming platform. Including channel setup to adding descriptions, including titles to structuring playlist.
WhatsApp – WhatsApp initially positioned itself as an online messaging application. However, over time the application has evolved to take into consideration multimedia files.
Gmail – Gmail is Google powered email that has almost replaced the traditional E-mail services. Different positioning strategies create a different perspective on the brand in the audience’s mind. Values provided by the brand changes, and so does the brand value.
Miss Bibliophile 