One of the best tricks to marketing is the association of whatever product or service you’re trying to sell customers is said product or service’s accepted ubiquity within a certain market.This type of “brand-monopoly” is primarily achieved through being first to a certain market. This is usually evident when a product’s brand name is taken as the name for the general product itself. Not every marketer or product can be the first in a market so as to dominate it to a point where this situation can manifest but there are some ways to keep a late-arrival competitive.
There’s a certain degree of visibility generated from a catchy name or a jingle as they’ve always been associated with a mnemonic urge in humans. Large marketers know this and have spent billions in coming up with easy-on-the-ears jingles and songs for almost any type of product imaginable.
As the primary product may have not taken root in the local vernacular yet, one up-and-coming competitor may always try to go for gold and snatch the throne as long as they have a bit of an edge in marketing.
The best example of this would probably be the dominance of Oreo over Hydrox (Hydrox is older and, as some would argue, tastier than Oreo), such to a point where Hydrox was labelled as an imitator of Oreo. All this just because the name “Oreo” rolled off one’s tongue better and sound a bit more appetizing than “Hydrox”.
Once you have got considerable brand recognition among a region or demographic, be sure to remain familiar so as to maintain your primary advantage is said market: visibility.Other companies may try to subsume this identity like following a similar color scheme to your product but this is usually avoidable with constant updates to the image but with a consistent theme.
There’s a reason why we associate Coke and Pepsi with Red and Blue respectively – they’ve settled on their brand’s image and are aggressively carrying out marketing campaigns centered around those images.Consistency and a need for constant renewal may seem like an oxymoron but let me explain.
Consistency stems from a certain instantly-recognizable positive image that one embraces within one’s product and has figured to not change drastically. Constant renewal or updating is going to be centered around the parts of a product that are of no immediate consequence, like an unloved mascot or an ill-received spokesperson.It’s these two things that’ll keep one edging out the competition as long as much though it put into the marketing side of the business.
The only time these two things shouldn’t be maintained and where a major re-imaging should be acceptable would be a drastic need to break-away from the previous image. One example of this is a potentially business-breaking scandal or controversy that’ll pain the old product-image in a negative light. This is a perfect example of where visibility and product-image can ruin someone due to the very nature of how ubiquitous they are.