Transcript of What are the differences in positioning and branding with a small business
{What are the differences inpositioning and branding
with a small business?
The problem with small businesses is this
What to do??
in marketing programs
Fill them with
Creatively conduct low-cost marketing research
You can try conducting course projects in collegesand universities
Focus on only one or two brands and keyassociations as points of difference
Rooted in snowboarding and surfing cultures, Volcom adopted YAE credo
Employ well integrated Brand elements
Innovative packaging can substitute for Ad campaigns
Create Buzzzz……. and a loyal brand community
As you have to depend on word of mouth
3M security glass providerThe brand placed stacks of money into a hoarding made from its own brandof tough security glass. Passers-by were then invited to break the glass with
their feet, with the promise they could keep the cash if they were successful.Despite countless attempts, nobody managed to break through—a stunningtestimony to the effectiveness of 3M’s product.
3M Security Glass
Leverage as many secondary associations as possible to build brand equity
Used by
Cogent draws 12% of its revenue and brand equityfrom such connection
RECAP
Problem with small businesses
Requirements: focus and consistency in marketing research and creativity
Branding guidelines
Created by
A.KruthikaIndian School of Mines, Dhanbad
During an internship with Prof. Sameer Mathur, IIM Lucknow.www.IIMInternship.com