Branding strategies

From Wikipedia, the free encyclopedia

A famous guru of Marketing and Promotion, Jack Trout has crystalised many strategies for easy application in the real world market.

[edit] The Gambit Approach

Jack Trout in his seminal book Positioning - Battle for Your Mind liken strategy to a chess game where a sacrifice of other positions are done to strengthen the intended positioning of a core product.

If your product is good for numerous market segments, perhaps you might consider giving the non-critical ones up just to protect a defined market segment in the strongest possible manner.

[edit] Remember The Name

Jack Trout even suggest the power of getting a brand name right to get the most out of its influence. Product name syllables or pronunciations ending in 'A' or 'O' have more positive branding influence on the market than those ending in 'I' or 'E'. An example in case for popular car models, Honda and Yamaha are more popular than Mitsubishi and Isuzu. Thus the later brands uses naming extensions to regain popularity such as Mitsubishi Pajero and Isuzu Trooper.

[edit] Honesty is The Best Policy

Jack Trout analysed how been seemingly honest about your market position can lead to a correct branding approach. For example Avis been second to Hertz does not pretend to be no. 1 but admit their second fiddle using the tagline - We Work Harder.

Such a strategy are also used by small local banks that cannot hope to compete large international ones by branding themselves as Your Friendly Bank.