Listen to the words or look at an Apple advertisement.
The tagline “Think Different” pops up in our mind and we lose ourselves thinking about Steve Jobs and the popularity of Apple in our stream of consciousness.
When you’re enthusiastic about brands, there is no turning back, because fundamentally they are the signifiers of the basic needs of every human being: satisfaction, elevation and status. Why do we purchase Apple products? Because they are Apple products. And despite whatever you may think of the iPhone, who doesn’t want it? A brand doesn’t have to be useful or easy to handle. All it has to be (in market speak at least) is a signifier of popularity. In some ways, this is what a brand identity has evolved to nowadays. We don’t call a brand popular because we feel the necessity for it, we call it popular because owning it makes us popular too.
But what makes a brand popular? How do they manage to be the odd one out preferred by all? The answer is positioning. The way the brand presents itself. The way it communicates with consumers, grabbing their attention and creating a desire for it is something that is most desirable by a brand.
So obviously, there’s a lot of competition.
There is never a win-win situation in the battle of brands. For one to succeed, it has to crush its rivals. There are instances where the competition is healthy, but one is always trying to get an edge over the other. This whole battle is like a snake and ladder game. Every brand has its own failures and milestones. And it has no end. The winner cannot always be the winner because situations, tastes and preferences are all subject to change.
Human brain is kind of an enigma. We’re constantly confused on what to purchase, even though we know which brand is better than what. For example, Pepsi and Coca-Cola are identified as top rivals in the soft drink business. They look and taste quite similar and both brands are equally affordable. But why does Coca-cola get the bigger market share? The branding. The advertisements that depict diversity, fun, and famous celebrities is probably one of the reasons. Competition is the core principle in a market economy. It’s easy for us to choose one brand over the other, but for the rivals it’s a daily obsession. It involves millions upon millions of dollars and countless of hours to make the effort.
In finality, whether you like it or not, Advertising is a brand’s best friend – the catchy taglines, the colors, the images and the people. How easy it is to recognise the logo, easier than learning alphabets. There are always new ways to pitch the product. The main focus of each brand is customer retention, also called the consumer- brand relationship which is possible only by enhancing its identity through advertisements.
Consumers today build stronger and deeper relationships with their favourite brands. These battles between brands open wider opportunities for the consumers by dictating their economic goals and standards of living, whilst contributing to the economic growth. They lead the market and create intense competition. Both within themselves, as well as the consumers themselves.