Brand Breakout: The transformation Phase

Brands is what we use to define our personality. They form an important part of defining us, an Apple user is looked as some one who is innovator i.e ready to adapt new technology, a person who wears Raymond suiting's feels more complete in personality, a Tag heuer owner has attitude, thus our personality is defined by the brands we use.

Now a days brands are undergoing a transformation phase and are creating a new image for them selves. They are getting into new shoes and customers are thus made to attach to the new image of the brands. Maruti which was previously just seen as a maker of family cars is now having a new image for a more sporty car maker by introduction of their Swift model.

Tata motors by launch of its Nano had taken an image of an innovative company and is making mark in its own way, and consumers are readily accepting the new image of the company's brand.

Tata Tea also got a more dynamic image after the launch of its "JAGO RE" slogan and is now looked upon more of a youth image as they show a greater involvement of youths in waking up the nation.

The question arises as to why companies take up the transformation from a an old image to a new image and do the consumers accept the new image of the company?

The brand break out certainly helps the company to enter a new segment or to add a new segment to its existing market. Tata Nano will now open a new segment for the company by which they can have a greater share in smaller segment car market and will certainly add to profit of company.

The factors which has made brand breakout can be, there could be a market which can be entered by existing product just by taking a new image or the company goes into product innovation which makes it go for a new image. Like Apple which was previously just looked as an IBM rival took a new image of innovation by launch of its I Pod.

There could also be certain attributes which may be added to the existing product and it may be presented by a new image, like Maggie which is now having a slogan of "Taste bhi health bhi". Making it healthy for children too.

The brands are now readily accepted by consumers and this transformation is certainly helping the company to a greater extent. Thus Brand breakout by right ways is certainly an add on advantage.

Source: BrandLine, Business Line.