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| Wednesday, 7 April 2004 |
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Brand building without advertising by Prasanna Perera, Marketing and Management Consultant, Chartered Marketer, CIM, UK. Mass media advertising is commonly believed to be responsible for brand building. Whilst this is true, there are also several examples of brands both in the local and international context, that have been built without any or marginal usage of mass media advertising. (TV, radio and newspapers). The first example that comes to mind is "House of Fashions", the clothing store at Duplication Road. House of Fashions has become a household name in Sri Lanka, yet they have not used mass media advertising with any kind of regularity. How did they build the brand? Several possible methods come into mind, specially word-of-mouth marketing and customer referrals. In addition, Public Relations activities supported by physical evidence and attractive merchandising. Many customers visit House of Fashions from across the country. They make the journey with the belief that they can enjoy an unique shopping experience. SMAK is the second brand that has been built with little or no mass media advertising. SMAK is a well known brand across the country and customers often ask for SMAK by name. SMAK is also synonymous with fruit drinks in the country. How has the SMAK brand become to popular without mass media advertising? Firstly through aggressive outdoor advertising, specially shop facades, wall paintings and hoardings. Secondly through powerful word-of-mouth endorsements. i.e. satisfied customers recommending the brand to others. Thirdly, through participation at events such as carnivals, exhibitions by which product sampling and sales are carried out. Brand number three is "Buddhi Batiks", which is synonymous with batik clothes, wall hangings and paintings. Once again this brand has been built through word-of-mouth endorsements and satisfied customers carrying out repeat purchases. "Sponge" the fast food restaurant in Colpetty on the Galle Road, is another example. Sponge is an upmarket fast food restaurant that has a loyal clientele. Sponge is also famous for cakes and other confectionery products. The secret is once again satisfied customers, who provide valuable word-of-mouth publicity. The location of the outlet also helps to add value to the brand. The fifth example is "Jinadasa Thalaguli". This brand is well known, across the country and yet does not carry out mass media advertising. Once again, it is satisfied customers who provide valuable publicity. There are several other examples such as "Monis and New Monis", "Royal Bakery" at Wellawatte. "Saraswathi Lodge" at Colombo 4 and several others. How to build brands without resorting to mass media advertising? There are several brands that have been built without advertising, through mass mediums. These brands have used other communication tools, to popularise the brands. Word of mouth advertising, where satisfied customers spread the word. This is very powerful method in the Sri Lankan context. The brand itself acts as a communication tool, by delivering regular value to loyal customers. Above all, the ability to satisfy customer needs at all times. Public relations activities such as publicity, editorials and advertorials. PR is seen to be more credible and believable than mass media advertising. Out door advertising such as wall paintings, hoardings, which help to build brand awareness and interest. Participation in special activities such as exhibitions, carnivals and sports events. This ensures brand awareness and identity building. Personal seeling, utilising sales persons or trade intermediaries. International examples of brand building, devoid of mass media advertising The first brand that comes into mind is "Body Shop", which is a brand that prides itself by using natural ingredients. Body shop relies on PR, sponsorships and word of mouth advertising, to build the brand. Oriflame is another brand that has been built, with minimum mass media advertising. Oriflame has a unique distribution system, where the brand can only be purchased from appointed agents. These agents promote the brand to friends and family, through effective personal selling. IKEA is a brand of Swedish origin, which is the leader in home furnishing stores. IKEA is mainly promoted through brochures and mail order catalogues. Little or no mass media advertising is carried out. 3 M's POST-IT notes have evolved in two decades from a laboratory curiosity into one of the world best selling office and consumer products. The brand is mainly promoted via samples and demonstrations. These are a few examples of international brands that have been successful with little or no mass media advertising. This brief article was intended to highlight that many brands, both Sri Lankan and international, have been built devoid of mass media advertising. Therefore, any entrepreneur who is interested in brand building would do well to recognise that brand building without advertising is indeed possible. Brand building can be achieved through other communication tools, in a cost effective manner. |
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