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Travel Tales from India and Abroad

Talking about Branding

Posted on June 30, 2008
I consider myself to be pretty brand unconscious. I really enjoyed reading No Logo by Naomi Klein quite sometime back. Now due to some writing that I wish to do, I am doing a lot of academic reading (literature review) around branding. I just finished reading ‘Brand Hijack’ by Alex Wipperfurth. Before that I read ‘Citizen Brands’ by Marc Gobe.

The problem is my personal experience with branding keep coming in between my readings. I was once (and I have done it only once, I am in no hurry to repeat the experience) splurging money and among other things I wanted to buy a handbag. I narrowed it down to two, one was Hidesign (must be their most basic range) and other had no name on it. Both were same price. I can’t find a good link to one of Hidesign’s print ads (and I am not particular to provide a link here) but I find them so obnoxious that I bought the other no name bag.

We all know that advertisers often target a particular segment and ‘type’ of personality with the right kind of cash in the pocket. The problem is I may occasionally have the cash to spare but I have no ‘aspirations’ to lead the particular kind of lifestyle they are insinuating at. And I am sure they must be having a name for my kind of cattle err consumer.

And I am reading about branding! Initially I would just switch off when I read what I didn’t like. Now it is a bit better. I can read on even though I may disagree with the idea.

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8 thoughts on “Talking about Branding”

  1. Sidhusaaheb says:
    July 1, 2008 at 1:49 pm

    Companies often charge many times the cost of a product/service from the consumer, instead of a percentage of the cost (i.e. less than 100%), simply for affixing their brand-name/logo on to a product/service.’Value-for-money’ is a concept that appeals a lot more to me, therefore, while making a purchase, rather than simply the ‘brand-value’.

    Reply
  2. Amrit says:
    July 1, 2008 at 11:09 am

    This is interesting; I wonder if companies will be able to sell more if they highlight and promote the benefits of their products rather than the intangibles like prestige and style. You’re right about the people who won’t buy despite having the money. Instead you would have bought the bag had the offered you greater benefits than the bag you eventually bought. While doing copywriting work and while reading copywriting literature I come across this advice again and again: people don’t bother how great your product is, they are more interested in how the product can improve their life and provide solutions to their problems.Regarding branding I think it is the sum total of everything the company represents: the values, the quality of service it provides, the experience people have after using its products and services, and the overall picture it draws when people come across its products or one of its logos or symbols or whatever graphic they use for promotion and identification. If you found Hidesign obnoxious then their overall branding sucks. Just what I’ve been able together recently.

    Reply
  3. Sujata says:
    July 2, 2008 at 4:38 am

    The name for your kind of costumer is “ the discerning one!”

    Reply
  4. Lakshmi says:
    July 2, 2008 at 8:26 am

    lol..i used to dislike brands as well but now I realize that if Im comfortable with one, I end up using the same – but what i cant stand is people who are brand conscious think they are superior

    Reply
  5. Shrinidhi Hande says:
    July 2, 2008 at 11:21 am

    Here’s MY comprehensive analysis of Branded Goods vs undranded goods:http://www.enidhi.net/2006/09/branded-or-local.htmlRead if time permits.Thanks

    Reply
  6. AJEYA RAO says:
    July 2, 2008 at 12:30 pm

    Hello Mridula – Hope all is well with u! I am returning back after a long time. Had been on a break.

    Reply
  7. Deepak says:
    July 4, 2008 at 9:58 am

    Being brand unconscious can be a great asset for the kind of cattle err consumers, who know how to get quality at a price, without being influenced by these so called advertising wiz kids, smart but often untrue claims.I was always brand unconscious, and its great to know that there are others who think on the same lines.

    Reply
  8. Mridula says:
    July 6, 2008 at 9:42 am

    Amrit, I am sure Hidesign aims at a different kind of cattle err consumer one who aspires for those products, people like me could be few and far between.Sidhu, I agree, I am more into value for money rather than brands.Sujata, thanks :)Lakshmi, I know for example when I bought my camera it was Canon but when it comes to clothes and bags and stuff like that, I do not want brands.Good to see you back Ajeya.Deepak, same here good to know that there are many of us out there!

    Reply

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About Me

I am Mridula Dwivedi and I started this blog in 2005. It has been an amazing ride. I have visited 32 countries till date! I have worked with many tourism boards and prominent travel companies. My blog was featured on the BBC and the Guardian.

I did my Ph.D. from IIT Kanpur. I worked full time in academics till 2015! I quit my job as a professor, thinking I will take a break for one year, which turned into five.

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