Generic Brands
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There have been brands that have made a difference to this fiercely competitive business world just by their sheer brand power. This brand power is not created overnight. There are multiple factors that play pivotal roles to synergize for creation of a powerful brand image. This is why some brands eventually evolve to be termed as GENERIC BRANDS because they become synonyms to the product/ service they manufacture. The key point for all such companies is to create the right perception of their brand amongst their target audience. It’s all about settling down in the minds of the people. The tools and methods applied to satisfy the customers may be many, but the ultimate goal is always constant. As a result, the brand of the company becomes its most valuable asset. A generic brand, also known as a genericized trademark or proprietary eponym, is a trademark or brand name that has become the generic name for, or synonymous with, a general class of product or service, against the usual intentions of the brand's owner. Using a genericized trademark to refer to the general form of what that brand represents is a form of metonymy. A brand is said to become genericized when it began as a distinctive product identifier but has changed in meaning to become generic. A brand typically becomes "genericized" when the products or services with which it is associated have acquired substantial market dominance or mind share such that the primary meaning of the genericized brand becomes the product or service itself rather than an indication of source for the product or service. A trademark thus popularized has its legal protection at risk in some countries such as the United States and United Kingdom, as its intellectual property rights in the trademark may be lost and competitors enabled to use the genericized brand to describe their similar products, unless the owner of an affected brand works sufficiently to correct and prevent such broad use.
Transcript of Generic Brands
• Brands that become synonymous to the product the
manufacture.
• It is a form of metonymy.
ADVANTAGES
• Powerful brand image• Goodwill & popularity• Competitive advantage
DISADVANTAGES
• Against the usual intentions of the trademark’s holder
• Fear of being type-casted• Legal protection of IPR
OBJECTIVES
To understand how brands become GENERIC BRANDS.
To understand CONSUMER BEHAVIOUR towards generic brands.
To understand brand and consumer PERCEPTION .
To assess generic brand AWARENESS.
To analyse why consumers prefer generic brands over other brands.
QUESTIONNAIRE METHOD
CONVENIENCE
SAMPLING
Automobile
Police/ Army Vehicle
Rough & Tough Car
Mahindra Thar/Maruti Gypsy
SUV
Jeep
No Response
Pioneers of the industry
Clear and precise positioning
Type casted?
BRAND
PERCEPTION
Q. With which product would you relate the brand THERMOS with?☐Kitchen Appliances ☐ Vacuum Flasks ☐ Vacuum Cleaners ☐ Sanitary Ware
Kitchen Appliances
Vacuum Flasks
Vacuum Cleaners
Sanitary Ware
Production Concept
Focus on core product
No stiff competition
Chinese Salt
MSG
Flavoring Ingredient
No Response
BRAND
AWARENESS
Available in more than 130 countries
Focus on core product
Only 3 companies in the world manufacture MSG
Huge Demand
Bathroom Ware
Bath Tubs
Hot Tub Spas
Jacuzzi
No Response
Available in more than 60 countries
Pioneers of the industry
No major competition
Tape
Adhesive Tape
Cello Tape
Stationery
No Response
BRAND
AWARENESS
Transparent, cellulose-based, pressure sensitive adhesive tape
OTHER EXAMPLES
Universal Product
Pioneers in India
Easy Availability
Constant Upgradation
0
5
10
15
20
25
30
35
40
45
50
Bing Yahoo Google Baidu
Female
Male
Just It!
Q. Which of the following search engines would you prefer?☐ Bing ☐ Yahoo ☐ Google ☐ Baidu
TetraPak
Triangular Packaging
Yellow/ Mango
PET Bottles
Frooti was the first company to bring TetraPak to India
Majority of the people spelled it as Tetra Pack
Monopoly
Present in more than 170 countries
Pioneers of the product
Wide Availability
Universal Prododuct
Wide Usage
Wide Availability
Low Competition
Colgate
Pepsodent
Close-Up
Sensodyne
Miscellaneous
First company to develop toothpaste in tube packaging
Focus on core product
Production concept
Broadcasted in more than 150 countries
First of a kind wrestling entertainment program
It must have been Photoshopped !
Aquaguard
Kent
Pure It
Alpha
Tata Swatch
Aqua
WATER PURIFIER= AQUAGUARD
GET IT XEROXED !
Universal Product
Production Concept
Flagship Product
CADBURY=DAIRYMILK
iPod
• Revolutionary product• Pioneer in the mp3 player market• Creating a demand• Wide Availability• Universality
Pioneers
Wide Availability
Constant Upgradation
Creating a need
First Mover Advantage
Less Competition
Easy Availability
PRODUCTS THAT ARE ACTUALLY BRANDS
• ESCALATORS- Otis Elevator Company
• BUBBLE WRAP- Sealed Air Corporation
• MEMORY STICK- Sony
• DRY ICE- Dry Ice Corporation of America
• YO-YO- Papa’s Toy Co. Ltd.
• TEFLON- DuPont
• TARGA TOP- Porsche
• HULA-HOOP- Wham-O
• ASPRIN- Bayer
WHAT COMES TO YOUR MIND WHEN YOU
HEAR THE FOLLOWING THINGS
• SULABH
• CONE ICE-CREAM
• DOSTANA
• GLUCOSE
CONCLUSIONS
• First mover advantage
• Ex: Vaseline, Xerox, Jacuzzi, etc.
PIONEERS OF THE INDUSTRY
• Ex: Jeep, TetraPak, etc.
FOCUS ON CORE PRODUCT
• Ex: TetraPak, Ajinomoto, etc.
COMPETITION
• All pervasive product
• Ex: BandAid, Cadbury Dairymilk, Bisleri, Colgate, etc
UNIVERSALITY
• Generic brands do not offer different things, they offer ordinary things differently.
• Ex: Bisleri packaging, Chapstick
DIFFERENTIATION
•Viral effect
•Fashion factors
•Behavioral modeling
POPULARITY
•Ex: iPod, TetraPak, Jeep, etc.
HIGH QUALITY PRODUCTS
•Ex: Superhero, Dry Ice, Bubble Wrap, etc
NO OTHER ALTERNATE TERMINOLOGY
•Production Concept- Easy Availability
•Product Concept- Quality
•Selling Concept- Sales Promotion
•Marketing Concept- Customer focus
•Societal Marketing Concept- Social development
INTEGRATION OF MARKETING PHILOSOPHIES
