Whether to advertise the category or a brand?

Most of us do not even realize what our proposition is really doing?

Do we ever ask this question even in our mind while briefing the agency or at the time of drawing up the strategy?

The perceptions that we need to build for the brand is a functions of market share, market growth rates, market penetration and the brand image.

One needs to understand whether the need of the hour is to advertise the brand or work on category development.

Marketers need to understand that if the brand develops the category in an interesting manner the brand will stand to benefit. But here it is important to understand the state of the environment and the equity of the brand in question.

Again if one is not in a position to advertise category what one needs to do.

Read the interview of Alries to find out

However if you are in a postion to own a category, you alienate every other competitor, existing or new. You build barriers to entry which are rock solid. Some interesting and relevant examples have been provided in another article from the Mint.