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Phase 3: Globalisation
In highly competitive markets, the following realities about brand management exist: -
1. Product differentiating factors are duplicable and imitable.
2. All long existing and successful brands imbue their products with a meaning.

The meanings can not be ephemeral expressions but they have to be strategically decided consistent expressions where opportunity exists. This explains why a company like Nirma was not able to launch its tooth-paste product.

Model Development

For the purpose of our study, we divided all companies and brands into twelve categories mentioned below²: -

1. Creator / Innovator: Products or personalities famous for disruptive, architectural, modular or incremental innovations, e.g., White Goods
2. Caregiver: Personalities or products which give the perceived benefit of security and care, e.g., Insurance Companies
3. Jester: Personalities or products positioned for fun and frivolous activities, e.g., Wafers
4. Magician: Personalities or products which claim to produce results which are unexpected, e.g., Hair oils for enhancing growth
5. Hero: Personalities or products that prompt courageously action, e.g., Red & White Bravery Awards.
6. Ordinary Guy: Personalities or products that have slice of life execution format, e.g., Peter England
7. Lover: Personalities or products that claim tender care, e.g., Beauty Soaps
8. Innocent: Personalities or products that retain and renew faith, e.g., Johnson & Johnson
9. Sage: Personalities or products for guidance and opinion, e.g., Newspaper
10. Outlaw: Personalities or products that encourage to break the rules, e.g., Jeans
11. Explorer: Personalities or products that claim self enhancement through exploration, e.g., Jeeps
12. Ruler: Personalities or products that show how to exert control, eg., Tires

2 These constructs are taken from the book, "The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes" by Margaret Mark, Carol S. Pearson.

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* Contributed by -
Mala Tandon,
Branch Sales Manager, ICICI Bank,
Sudeep Mehrotra,
IIM Lucknow.