In today’s world, the environment for brands and their success is required upgrading brand architecture to a new level. The brand meaning to consumers and companies has been transforming into new dimensions. Whereas jumble of theories is in practices to create a web of confusion, but this is time to work smart by understanding approaches that are meaningful and easy to convert. Since ages, marketers are obsessed with the concept of brand positioning, but most of the time they have been overlooked the easiest way to sneak into their consumer mind. What they need to enter into consumers’ mind is a single word. Yes, a single word that empowers them to create a whole brand aura.
Just put the theory in motion; utter a single characteristic word to give someone a hint to recognize the brand. Here’s the word.
Many respondents will have thought of the brand names those they think that are providing using word safety as category word. Like, Safeguard because safe is part of the word Safeguard. In Pakistan, the word safety is also being commonly used for disposable twin-blade razors. Some participants may have thought of Dettol and its related products to provide hygienic safety. But few participants would have thought of Volvo, even they have been little known in countries like ours. Volvo simply owned the term safety in people’s minds all over the globe. How do we think about that? Well, Volvo itself is the identity of the brand. It’s the brand name. It’s a registered trademark. Attached to that registered trademark are a set of associations. Some good, some not so good. If we think of the brand image, it is what do these associations mean to companies or more importantly, to their target customers? If you further said, Volvo and ask those people, who know the Volvo brand, to tell you what they think, some of them would’ve probably said, a bit boring even though they design some of the most exciting cars today. That image has stuck with them over the decades.
Volvo’s challenge to build the brand is to protect safety for those consumers who care about safety, as their key purchasing criterion. It’s an image they’ve built over time with various advertisements, various images. And of course, they’ve invested in safety over the last 70 to 80 years. They’ve been consistently at the forefront of either inventing safety features or like the ABS brakes, which they did not invent, they made part of the standard car earlier than others did and it was still an optional feature for other cars. So, if you think of a brand, it is the identity, which is Volvo, its logo. The visual identity in many ways and its image this set of associations attached to the brand. And marketers think of their job is to enhance the brand image by negating negative associations and elevating positive ones. And of course, to protect the visual identity of their brand as well.