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Branding in Consumer Durables

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Branding in Consumer Durables
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Sunanda K. Chavan
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Branding in Consumer Durables - September 14th, 2010

Branding

A) LG :

When a product is being launched into the market it is very important to brand it in the most unique and different manner as compared to the products of the other companies.

When LG decided to launch its air -conditioners in India in 1998 it decided to follow the corporate branding strategy because it had already established its brand

in the home appliance segment as a trustworthy and popular brand. Also all the other players in the home appliance segment were also following the corporate

branding strategy.

This is so because consumers tend to compare the quality standards and performance of the various appliances and start forming an opinion and trust about

the brand as a whole with respect to the various products offered by the brand.

LG had created an image with respect to their early home appliance range that they knew would help them in gaining the market share of air conditioners

because the consumers would be immediately able to identify with the brand. Thus LG decided to stick to the corporate branding because when a consumer

would go in for a purchase they will definitely carry the image of innovation , technology and great after sales service offered by the brand with respect to the

other products which in turn will instigate them to have faith in the ACs of the brand and influence their buying decision.

B) Godrej GE appliances follows dual branding strategy relying on both Godrej and GE brands . there are no products carrying Godrej GE label . Godrej

brand has strength in refrigerators , washing machines , Air-conditioners and cooking range segments ; GE added more strength through imported ranges of

refrigerators , washing machines and , dehumidifiers . Godrej GE’s strength is in customer care and after sales service .

C)Amtrex-Hitachi : It follows the dual branding strategy wherein Hitachi brand appeals to individual buyers and Amtrex provides good value

proposition to the across-the-table buyers like Government, Corporates & Commercials.

Thus the two brands have their own value proposition for different segments. Retail consumers, household purchases have certainly shown an inclination

towards MNC brands. Therefore, AHAL will not be marketing Amtrex brand anymore through retail outlets.

However, bulk buyers and institutional air-conditioning business where prices are negotiated, Amtrex will continue to offer its range of products. The

company will now focus on building the Hitachi brand name and so have already increased their promotional budget from 8 crores to 20 crores this year.

The recently launched Logicool range collection is being promoted under Hitachi brand name only. Behind the name Hitachi stands a long and proud tradition

of bringing together the most innovative, technically advanced products to customers.The name "Hitachi" literally means "sunrise", reflecting the founding

philosophy of contributing to people and society through technology. This vision has helped Hitachi become one of the world's largest corporations.

AHAL introduced its Hitachi brand this February and adopted the dual brand strategy, offering the Hitachi and Amtrex

brands at different price points. While Amtrex is for the masses carrying a price tag ranging from Rs 25,000- 28,000, Hitachi

is aimed at the premium segment costing between Rs 36,000 - 40,000.
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Re: Branding in Consumer Durables
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Jitendra Mazee
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Re: Branding in Consumer Durables - November 21st, 2017

Quote:
Originally Posted by sunandaC View Post
Branding

A) LG :

When a product is being launched into the market it is very important to brand it in the most unique and different manner as compared to the products of the other companies.

When LG decided to launch its air -conditioners in India in 1998 it decided to follow the corporate branding strategy because it had already established its brand

in the home appliance segment as a trustworthy and popular brand. Also all the other players in the home appliance segment were also following the corporate

branding strategy.

This is so because consumers tend to compare the quality standards and performance of the various appliances and start forming an opinion and trust about

the brand as a whole with respect to the various products offered by the brand.

LG had created an image with respect to their early home appliance range that they knew would help them in gaining the market share of air conditioners

because the consumers would be immediately able to identify with the brand. Thus LG decided to stick to the corporate branding because when a consumer

would go in for a purchase they will definitely carry the image of innovation , technology and great after sales service offered by the brand with respect to the

other products which in turn will instigate them to have faith in the ACs of the brand and influence their buying decision.

B) Godrej GE appliances follows dual branding strategy relying on both Godrej and GE brands . there are no products carrying Godrej GE label . Godrej

brand has strength in refrigerators , washing machines , Air-conditioners and cooking range segments ; GE added more strength through imported ranges of

refrigerators , washing machines and , dehumidifiers . Godrej GE’s strength is in customer care and after sales service .

C)Amtrex-Hitachi : It follows the dual branding strategy wherein Hitachi brand appeals to individual buyers and Amtrex provides good value

proposition to the across-the-table buyers like Government, Corporates & Commercials.

Thus the two brands have their own value proposition for different segments. Retail consumers, household purchases have certainly shown an inclination

towards MNC brands. Therefore, AHAL will not be marketing Amtrex brand anymore through retail outlets.

However, bulk buyers and institutional air-conditioning business where prices are negotiated, Amtrex will continue to offer its range of products. The

company will now focus on building the Hitachi brand name and so have already increased their promotional budget from 8 crores to 20 crores this year.

The recently launched Logicool range collection is being promoted under Hitachi brand name only. Behind the name Hitachi stands a long and proud tradition

of bringing together the most innovative, technically advanced products to customers.The name "Hitachi" literally means "sunrise", reflecting the founding

philosophy of contributing to people and society through technology. This vision has helped Hitachi become one of the world's largest corporations.

AHAL introduced its Hitachi brand this February and adopted the dual brand strategy, offering the Hitachi and Amtrex

brands at different price points. While Amtrex is for the masses carrying a price tag ranging from Rs 25,000- 28,000, Hitachi

is aimed at the premium segment costing between Rs 36,000 - 40,000.
Many many thanks my friend for sharing such a nice information on Branding in Consumer Durables and i am sure it would help many other people here. BTW, i am also sharing some useful information for sharing more related content to your thread.
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