How do brands break out?
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Printed Date: 19/Apr/2025 at 12:53pm
Topic: How do brands break out?
Posted By: basant
Subject: How do brands break out?
Date Posted: 30/Apr/2009 at 9:07pm
http://www.thehindubusinessline.com/catalyst/2009/04/30/stories/2009043050020100.htm - http://www.thehindubusinessline.com/catalyst/2009/04/30/stories/2009043050020100.htm
------------- 'The Thoughtful Investor: A Journey to Financial Freedom Through Stock Market Investing' - A Book on Equity Investing especially for Indian Investors. Book your copy now: www.thethoughtfulinvestor.in |
Replies:
Posted By: Shikari_Shambu
Date Posted: 30/Apr/2009 at 10:25pm
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IMO, The Titan Octane is a misfit in the brand breakout examples. It has not done anything to be mentioned in the same breath as :- Maggi- health bhi , taste bhi Maruti - Swift Apple - iPod Honda - Environment friendly AND most importantly Tata Tea - Jago re Authors being from Titan have tried to up their brand. No youngster I know has been rejuvenated to buy a Titan Octane. I dont think youth believe in Titan Octane as their mode of expression. A good article nevertheless but would have been better if they skipped Titan. Titan is doing ok for itself and does not need this. |
Posted By: Vivek Sukhani
Date Posted: 01/May/2009 at 12:58pm
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Titan guys think too highly for themselves than whats warranted. ------------- Jai Guru!!! |
Posted By: jain208
Date Posted: 31/May/2009 at 11:34pm
------------- ======================================= The more it changes, the more it’s the same thing. |
Posted By: Hitesh Shah
Date Posted: 29/Nov/2009 at 3:53pm
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Some time ago, when the Sensex was sub-10K, there was a lot of talk about how the Times group was being strained by their Private Treaty system. Now, the Times group has decided to go in the offensive with large ads in ET testifying to the efficacy of this approach. Their http://www.timesprivatetreaties.com/ - website lists the http://www.timesprivatetreaties.com/portfolio/list-as-per-industry.html - companies with whom this treaty exists. There is also a http://www.timesprivatetreaties.com/discussion-board.html - |
Posted By: Hitesh Shah
Date Posted: 29/Nov/2009 at 4:13pm
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It is somewhat of a paradox that one of the brands with a tie-up with the Times Private Treaty, is itself promoting "generic"! PRIL offers a whole bunch of "store"-brands in various items and the latest is Kellogg clones (cornflakes, wheatflakes, etc.). ------------- |
Posted By: Hitesh Shah
Date Posted: 05/Dec/2009 at 7:47am
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Here's something quite often extolled by a brand: Godrej ... portrayed other creams as causing rashes and allergy and not being skin-friendly. Good Knight with natural ingredients, on the other hand, was made out to be safe on the skin, Dabur had said in its application before the court. http://www.business-standard.com/india/news/godrej-sara-lee-can-advertise-product-virtues-hc/378692/ - Source I don't know why it's naturally assumed that natural ingredients are safe or non-allergenic. People are known to suffer from allergies arising from pollen, glutens, peanut protein, etc. And all these are natural. To argue that natural = automatically safe is incorrect. I could also mention Ms. Menaka Gandhi's views on milk, but I won't. ------------- |
Posted By: basant
Date Posted: 16/Jun/2010 at 8:09am
------------- 'The Thoughtful Investor: A Journey to Financial Freedom Through Stock Market Investing' - A Book on Equity Investing especially for Indian Investors. Book your copy now: www.thethoughtfulinvestor.in |
Posted By: vinvestor2010
Date Posted: 16/Jun/2010 at 9:05am
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Hi two more examples are -Moov screwed Iodex by saying that it does not make clothes black in color like Iodex does. -Anchor took on Colgate by promoting the vegetarian toothpaste.
Brands probably breakout when
-they have a new ad campaign
-the product becomes a part of everyday language like xerox for photocopy etc
A good framework is to read the tipping point book by Malcolm Gladwell I guess.
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Posted By: basant
Date Posted: 16/Jun/2010 at 9:32am
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Is that book as good as Outliers? Wanted to check up before placing an order? ------------- 'The Thoughtful Investor: A Journey to Financial Freedom Through Stock Market Investing' - A Book on Equity Investing especially for Indian Investors. Book your copy now: www.thethoughtfulinvestor.in |
Posted By: vinvestor2010
Date Posted: 16/Jun/2010 at 10:26am
Hi it is available in softcover for about Rs 100-150 i think.
The book is good, however the examples are American , so after it I had to sit and think out the India relevant examples but the framework is relevant
Also Gladwell has his own website where all of his previous articles are there plus he writes for New Yorker. http://www.gladwell.com/archive.html - http://www.gladwell.com/archive.html
is the link
Please check out the other articles absolutely fascinating, for example in Sure Thing he explains how Entreprenuers are risk reducers not risk takers and gives the example of Ted Turner. Very Cool
Finally like a true cheapo value investor I know some free ebook sites where you can get this stuff, however this is not the platform , so please mail me/pm me will send you the links
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Posted By: prabhakarkudva
Date Posted: 25/Aug/2010 at 10:50pm
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Apple computers - Always made good products but it took the genius of Jobs to make it a successful stock.
Gillette - There is a quote about how Gillette invented razors and spent a century making them worse. Gillette apparently started minting money only after they popularized the disposable razors. Good management aka marketeers really help a company make much more money.Look at Titan - i feel if it was not for its super management/marketing lead by Bhasker Bhat it would have ended up like HMT i guess. ------------- Take your chances and keep them in a box until a quieter time. |
Posted By: Ajith
Date Posted: 25/Aug/2010 at 10:56pm
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prabhakarkudva, I feel you are wrong about Apple.Success is due to highest quality products- as you acknowledge,absolutely loyal following and not any marketing gimmicks.Steve Jobs is fanatical about product quality. What you say about Gillette may be true. Looking at Gillette from a new angle! ------------- Ajith |
Posted By: Alok Bhola
Date Posted: 25/Aug/2010 at 8:20am
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None of the three product lines mentioned above (Apple, Gillette, Titan) can be classified as mediocre products that have become great success merely due to a genius sales team. Actually, the way I look at it, all three represent a combination of high quality (relative to price) products supplemented with maybe above average sales effort. |
Posted By: dilip.r
Date Posted: 25/Aug/2010 at 9:32am
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How about brand INDIA!!!!! When will the brand "India" story breakout??
I guess thats when we will see India biggest ever bull market.
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Posted By: Shadofax
Date Posted: 25/Aug/2010 at 10:59am
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Is it not already out ? ------------- $ |
Posted By: nannu_68
Date Posted: 26/Aug/2010 at 1:32pm
In my opinion, Nope  The realisation has begun to dawn but not comprehensively understood by majority!------------- nannu |
Posted By: karn
Date Posted: 26/Aug/2010 at 5:57pm
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Tipping Point is great. So are other books by gladwell, blink, outliers and what the dog saw? there is a video on ted talks as well. for indian brands one may check out superbrand website.
regards, k. ------------- “Invert, always invert.” |
Posted By: brijwanth
Date Posted: 30/Aug/2010 at 3:59pm
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Brands can also reach breaking point due to technology For example Apple's the latest ipad is succesful but may be Adam which is already making waves with it's technology may reduce the business life of the brand IPad. Click below to check Adam, made by an Indian Company Notion Ink http://www.slashgear.com/notion-ink-adam-hands-on-0969281/ ------------- Past will not be repeated in future but peaks and troughs do revert to mean, period and order of those peaks, troughs and mean days is the one i.e. not predictable- riser3 valuations |
Posted By: Kautilya
Date Posted: 05/Mar/2011 at 7:56am
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http://books.google.com.sg/books?id=6o7SrLdgx8gC&printsec=frontcover#v=onepage&q&f=false - Brand Failures , interesting read on some of the big branding mistakes of the past. ------------- My indecision is final. |
Posted By: Ravenrage
Date Posted: 05/Mar/2011 at 9:22am
Any links to download that ? |
Posted By: barla
Date Posted: 06/Mar/2011 at 3:21pm
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book is interesting. Taking a long tiem to download. Saw the index. They rate Kellogs as a fialure in India. Also the tired brnads are Pears, Kodak and Levis!!.
How much does the book cost. Is a PDF version availabel
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Posted By: SimpleInv
Date Posted: 06/Mar/2011 at 2:42am
I totally agree. Titan being cheaper than cheapest swiss watch(swatch), have some really cool stuff. Thinnest watch on earth :)(titan edge), Orion's(for around 100 euros) design is comparable to many danish/french brands in 250 euros range.I am not sure how to compare quality, but few of my titan watches have outlived a Tag. |
Posted By: barla
Date Posted: 07/Mar/2011 at 4:49pm
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Just curious to know. How does one value a watch. I mean I was told by a watch fanatic, that wathces by exculisve watch companies are superior to watches by companies ahving multiple product lines. Like the watch may haver jewelery and be expnesive but it is not the best.
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