Sunday, November 1, 2009

How to manage your brand when you are dealing with commodities???



Well what do you really understand by commodities,according to wikipedia A commodity is some good for which there is demand, but which is supplied without qualitative differentiation across a market. It is a product that is the same no matter who produces it, such as petroleum, notebook paper, or milk.

As i have explained branding in the previous section branding  can be regarded as some aspect of your product or service with which a customer relate himself,in other word it is some thing which helps you to differentaite your product from rest of the competitors.definately as per the defination of commodity it becomes a very tough job to brand your product in case its a commodity,though tough its not completely impossible to brand your product.Here are some of the ways in which you can brand even a commodity-
  • by providing products which are much more reliable than your existing competitors.exp-the case of acme bricks,while most of the bricks on an average gurantee a relaiblity  of some 5 years acme gurantee a relaiblity  period of 100 years.As a result of which it commands a very strong brand loyality by its customer.Such sort of branding can be done in steels,bricks,cement etc.
  • after sales service,this is another aspect where one can differentaite from its customer,after sale service will ensure strong customer company relationship which will finaly lead into more business with the same customers in the near by future.
  • providing some additional services at the same price,exp: suppose you are dealing in the business of milk,you might give your customers pasturized milk at the same price where your competitors are providing normal milk,one another case could be providing free home delivery to your customers in case you are dealing with steels,bricks,farm products or metals,
  • by establishing the image of your company as some thing which is very ethical and which is very active in discharging its obligation towards society,though this is some thing which doesnt have a direct relationship with your product but the basic root of this idea lies in the emotional aspect of costomers,one must always believe that emotions play a vital role in making desicions,every customer will keep an ethical organization in high esteem and will always be emotionally inclined in striking a deal with such organization.

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