{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