It twinkles & it matters

It's one thing to say a product's packed with a lot of features and another to have those features either matter to consumers, or help in differentiating the brand. I suspect that's why there's acute brand switching when it comes to smart phones in India.

Features or functional characteristics aren't good enough to differentiate and earn brand loyalty. Instead what's commonplace is what what all marketers loathe, 'commoditisation of brands'. Features, easily copied aren't enough to sustain and hold consumer interest long enough to term it loyalty.

What's the way out? Segment, target better, and achieve psychological connects with consumers. Case in point for the former? Micromax Bling Q55 with its Swarowski elements and its target women consumers(though currently its run into trouble with Bling).

The latter? Apple, of course!

Data Chart: Gartner/B&E

Comments

Abhay said…
Sir, I have a question here, is it not difficult to create a psychological connection with one product as we are bombarded with so many products and brands that we are left out of choice to select one brand for which we can be loyal, cuz we as humans find it vry difficult wen it comes to our unending wants.there could be hardly ny product for which i m truly loyal
Abhay said…
Sir, I have a question here, is it not difficult to create a psychological connection with one product as we are bombarded with so many products and brands that we are left out of choice to select one brand for which we can be loyal, cuz we as humans find it vry difficult wen it comes to our unending wants.there could be hardly ny product for which i m truly loyal
Prof.Ray Titus said…
Abhay,

Thank you for comments. You are right, its difficult, though not impossible. The key is to connect to a human emotion and the best chance available is through services provided. Because that's an opportunity for direct consumer contact for a brand.

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