Definition or Meaning of Marketing Mix? For tech companies in particular, connectivity plays an important part. Goal Alignment However, with the help of brand marketing, you can carve a distinguished identity in the market, which highlights the unique selling propositions and product’s differentiating factors. In keeping with my recent theme of product planning, I’d like to focus in this article on an important distinction and source of frustration in many companies, and that has to do with the differences between business strategy and product strategy. Branding Strategy. Many companies confuse or blur the two, and the result is easy to spot. Oftentimes a business owner will write the plan and then send it to an experienced editor to make it clear, easy to understand, and focused on the main operations and goals of the business. By now, you must be aware of the fact that both—Product Marketing and Brand Marketing—should co-exist for a well-rounded marketing strategy. When it comes to the best product marketing strategy, the advertisement that grabbed a lot of attention is the VW Bus by Volkswagen, which is known for its hippie vibe and the Sound of Silence playing in the background (conveying that the electric cars are silent). And, as we all know, with innovation can come a proliferation of new products under your brand umbrella. Their purpose, since 2003, has been to be the world’s “largest and most profitable interactive commerce company by pursuing a multi-brand strategy.”*. The distinction between the two is considerably straightforward – products are objects that can be sold for money, while brands are the embodied persona of the companies that sell them. While shopping, if your customer recognizes your brand by its packages/colours/images of a brand that they recognize, they’re more likely to grab that product than the sea of others that are surrounding it. Gaining visibility in my organisation- Jotinder Singh, PGP DSBA, The art of learning constantly – Abhishek Das, PGP DSBA. Great Learning is an ed-tech company that offers impactful and industry-relevant programs in high-growth areas. In a nutshell, product marketing focuses on every step that people take to deciding whether or not they’ll purchase a product. Know More, © 2020 Great Learning All rights reserved. Also, older companies might have to work on product marketing to define their new product. Looking forward to hearing from you! If crisis hits one of your brands the reputation of the others should be held relatively intact. Stationery Design, Your brand and business strategy documents will have some elements that overlap, and that’s how it should be, so don’t worry if you see some concepts included in both. You can also share your feedback about the comment box. Branding. What to look for in Masters in Cloud Computing? Why is an MBA in marketing the right choice for your career? Most business plans will start with a mission and vision statement. Once you create a brand strategy and business plan, you could even combine them into one document. But the older an organization is, with well-defined products or competition, the more likely they are to depend on brand awareness. Business plans can be very broad and long, and they often include a lot of details about the business. Without brand strategy, the company will eventually fail. Packaging Design Free Course – Machine Learning Foundations, Free Course – Python for Machine Learning, Free Course – Data Visualization using Tableau, Free Course- Introduction to Cyber Security, Design Thinking : From Insights to Viability, PG Program in Strategic Digital Marketing, Free Course - Machine Learning Foundations, Free Course - Python for Machine Learning, Free Course - Data Visualization using Tableau, Deciding what works best for your business. Do you remember that time when Coca Cola initiated their—Share a Coke—campaign by replacing their signature cursive branding with the names of their customers? Product Marketing and Brand Marketing are two faces of the same coin. The Revery can be found at 534 Church Street, Richmond, 3121 (or at one of the fine cafes nearby).Phone: (03) 8376 8181    |    Email us. Adobe already has an amazing reputation and they leverage it well. Some very popular and well known brands, and no indication they’re part of the same family. If done right, these campaigns elicit an emotional response from your customers, which will help with building loyalty and resulting in repeat business. And we mean neutral not in the “We are Switzerland and will take no action” way but in the “Our favourite strategy is the one that will work best for you” way. If Adobe adopted a multi-brand strategy for their new product they would risk being misunderstood or ignored by their devout customer base. Developing a brand strategy … You can call a product strategy to be the vision of the product. You want to lavish it with a shiny new visual identity, brand positioning and catchy tagline. If you’re one of those people who remain confused about what is the difference between the two of them and how each one of them contributes towards the business, I’ve got you covered. The organization often faces tough competitions from the existing players as well as new start-ups wherein they are offering a similar product/service in the market, and target audience/market is also similar. Some start-ups come with certain products/services that already have a lot of competition in the market, so they need to work on differentiating themselves from those that already exist. Definition or Meaning of Marketing Mix? A great example of a multi-brand strategy is that of InterActive Corp (IAC). Also Read: What are Marketing Mix Elements? What are Marketing Mix Elements? However, her love for learning something new trumps all. Product marketing is all about deciding the product positioning and messaging, launching the product and making sure that the salesperson/customer understands what the product offers. Why? We are a marketing agency that creates strong brands and brilliant content to give businesses a human face. When in comparison with product marketing, Brand Marketing is a more practical approach because it helps in building an emotional connection between the brand and the product. Brand strategy is focused on how to build a brand in order to grow a business. Brand strategy is focused on how to build a brand in order to grow a business. Brand is not marketing. Mentioned below are the details of Product Marketing, Brand Marketing and how they are different from each other. Of course there may be some cannibalisation of market (there’s many who may be on both Tinder and OkCupid) but overall this strategy has seen IAC grow to 2.5 billion users a month and 350 million unique users. For instance, if Vimeo crashed, would you blame The Daily Beast? Successful product managers can advance to positions in product strategy or mid-level management. Well, this is what Brand Marketing is all about. The product strategy is the Brand Attributes & Voice We love hearing about new businesses and ideas. However, some companies fall in between these two extremes. By employing an efficient brand marketing strategy, your company can design brands that go far beyond showcasing product features and display brand values or intangibles. Also, Coca Cola’s overall sales increased by 3%. When it comes to deciding what works best for your business, there is no specific answer. A company’s brand is your targeted audience’s entire experience with your company. 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