Where Branding gets disconnected

The effect of branding does not always come out great due to some significant aspects of brand advertising not connecting to the core essence of the products and company culture. In a few cases we see brands are starting with high promises but falling apart as far as product quality or service accuracy is concerned.

Quite often It has been seen that the flag bearers of a brand-the sales people could not inculcate the brands philosophy at their gesture, posture, appearance and activities. This thing is also applicable for the back office people as well. Many a times we see brands adhering wrong philosophy and Positioning which doesn’t live up to an economy’s nature and a cultural perspective – in these circumstances brands are bound to fail as the brand hasn’t positioned itself within the right gap of the market, in some other cases we might see even though the brand has been rightly positioned the communication is going into a wrong direction, so the brand is not getting its perceived value and hence premium cannot be charged.

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A classical case of brand not clicking is that the communications are not interconnected the communication starting from one platform doesn’t handover the Baton to the right communication platform and the relay race doesn’t continue, as a result the communication chain ultimately breaks down and the effectiveness gets disconnected. Limited or partial campaign plans over and over again will also diminish a brand, unrealistic incentive program in a campaign will undo branding efforts, selecting wrong communication channels often can cause a misinterpretation for a brand, another threat can be if a brand remains traditional rather than changing and adopting the modern era and taste of people accompanying a week brand building process and lack of awareness will make a brand suffer in the long run.

A very week reflection of a multinational brand in local market and lack of branding and visual guidelines- these might cause severe damage to the brand, apart from this an irrelevant naming convention might not make a brand click at all. A brand not being clear about premiumness or economy based approach and not defining right TG has a severe negative impact on the brand itself, hence when a a brand suffers or faces disconnect there are many factors that actually sums up and instigate the failure. A meticulous attention to all these will ultimately build a winning brand shining forever.

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Salehin Chowdhury

Salehin Chowdhury is an expert on Global Brand Communications. He has exposure to branding local products and services and has versatile experience on all segments of ATL and BTL Communications, along with B2B and B2C background in terms of Product, Service and Social Branding. Salehin has specialised skills on Startup Ventures Brand Formulation with cost-effectiveness and high integrity. Throughout his career, he has an enriched experience on Brand Communication and Marketing and worked with Brands like OTOBI, RUNNER, The City Bank Limited, Premier Bank, BanglaCAT, Abdul Monem Limited, Bengal Foundation, Jamuna Group, Lubnan Trade Consortium, Canadian University of Bangladesh etc. Currently, he is a Research fellow doing his MPhil in the topic "Globalization strategies of Local brands" at Bangladesh University of Professionals (BUP).
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