CONCEPTS

Competitive advantage is a superior move gained by an organization by offering same values and products at a lower price or providing more benefits with higher prices over its competitors. Before creating competitive advantage, assessing the competitor’s strength, weakness and objectives is very important to identify what they can do? Competitive advantages are characterized by […]

In simple terms, brand equity is defined as the value premium that a company generates from a product with a recognizable name when compared to a generic equivalent. Aaker Brand Equity Model primarily sees brand identity as a combination of 8-12 elements which fall under four perspectives: Brand as Product –consists of product scope, product

The concept of Glocalisation, that is an amalgamation of the words “globalisation” and “localisation” showcases the idea that in a global market, a product or service is more likely to succeed when it is customized for the locality or culture in which it is sold. Globalisation is thought of as involving cultural homogenisation, where it is

“Brand personality” is a term for the human characteristics or emotions attributed to a brand. Companies use brand personality to identify with their ideal consumers, and then tailor their marketing strategies to that segment. The Five Dimensions of Brand Personality by Jennifer Aaker are:- Sincerity: A brand personality demonstrates “sincerity” when consumers consider it down-to-earth,

Needs wants and demands are a part of basic marketing principles. Though they are three simple words, they hold a very complex meaning behind them along with a huge differentiation factor. In fact, a product can be differentiated on the basis of whether it satisfies customer’s needs, wants or demands. Needs are the basic requirement of any human being. Without them,

Consumers are the main elements of any product or service provider. In simple terms, consumer generated marketing is the brand exchange created by the consumer themselves. Consumers share their own experiences with the brand through blogs, video sharing sites, image and photo on social media platform. Consumer generated marketing is a reflection of consumer loyalty

The term dark marketing sounds like something is very wrong. It leads us to think just that- dark things. Here in marketing one would think in terms of maybe Alcohol or Tobacco or some brands that can’t be openly marketed or promoted. But one can also look on the other side, like adult diapers. That

In order to create value and build strong customer relationships, marketers must work closely with a variety of marketing partners. Thus they are now focusing on partner relationship management, which helps them work closely with partners in other company departments and outside the company to jointly add more value to customers. Traditionally, marketers have been

Since the festive season is here it’s good to understand the meaning behind all the discounts and offers that are used. Here are the five most used methods to lure the impulsive buyer in you. Low -balling technique This technique is basically where the marketer or seller uses two different sales pitch/offer to sell an

Reaching out to the right audience is the key factor in any successful marketing initiative. You may have a brilliant product but unless it reaches the right audience it is of no value. Marketing contrary to popular belief is not about being able to sell a refrigerator to an eskimo rather it is ensuring that