Shubhodip Pal
CMO
Micromax
Companies adopt either of the two strategies (product branding or corporate branding) depending upon their marketing orientation and many other factors. However, both the strategies have their own strengths and weaknesses. Corporate branding helps to convey the vision of the organization while with product branding, an organization can have gamut of product portfolio which might be or might not be in resonance with the brand image of the company. Brand positioning is critical to reaching your goals and building a successful brand. The most important thing is to understand your target audience and then develop the brand positioning strategy. Consumers will choose your brand over the competition only if they relate strongly with your positioning.
