THE MARKETING COMBAT will be a COMBAT of brands for brand dominance.

The world
today with abundant choices play a major role in “SALUTATION” to the king maker in the
market. Though it’s not easy for each and every individual to attain salutation in the market,
there are few forces that still drive consumers to rely on one particular brand. The entire combat
of a brand is to deliver value, satisfaction and most importantly “TRUST” to each and every
customer and it is completely dependent on how well the firm thrives to deliver these factors
of trust, satisfaction and value of what a customer is really expecting from the brand and how
tactically is the brand being able to turn out its customer base as their loyal customers. To
match with the pulse of consumers and seek what they ultimately feel as a necessity can only
be known with lots of research, invention and innovation. There are several minute segments
where even MULTI MILLIONAIRE BRANDS do work-on continuously, to withhold their
customer base in the market. They were successful in doing so by conducting market surveys
which would rather help them to bridge a gap between the customers and the market, by
selection of their target audience and classifying them on the basis of geographic, demographic,
psychographic and behavioural segments. It would be much easier for them to identify the
needs of people in each segment and to work on it to deliver beneficial products for the
customer, Finding Creative and Unique ways to attract, advertise and influence the customer’s
purchase decision and retaining them by offering special offers and discounts. After reaching
a crest, every firm looks forward for retaining its existing customers and attracting the new
segment market only on the basis of TRUST and QUALITY wherein the customers would be
reluctant to switch the brands and try to be loyal customers irrespective of fluctuations in price
as they tend to be BRAND LOYALS that is which defines the BRAND EQUITY. It is not that
simple to sustain with the title of BRAND EQUITY as there comes a real hurdle of working
even more harder to build up the trust in new customers and maintain CONSISTENCY within
the existing loyal customers. The firm needs to concentrate more on each and every phase of
producing/delivering a product i.e., right from the raw material quality till the safety &
packaging standards of the product.

In a recent survey that was conducted by “NIELSEN” which is a media channel that delivers
most of its information on brand equity, consumer information, consumer research and market
measurement across the globe. The following are some of the brands that were ranked top
amongst 341 brands that gave a fierce competition in NIELSEN survey, and these top-notch
brands are Cadbury Dairy Milk in Confectionery; TATA Motors in 4-WHEELERS; SURF
EXCEL in fabric care; Samsung washing machines in consumer durables; Glucon-D in Health
& Personal Care; LIC in Life Insurance; SAMSUNG in Electronic Gadgets; Amazon in Online
Services etc. are the TOP MOST TRUSTED BRANDS and Colgate-Palmolive Ltd. has been
ranked the most trusted brand in the oral care category for the 8th year in a row. These top-
notch brands were able to give a cut throat competition in the market to other brands is only by
formulating unique marketing strategies in MARKET SEGMENTATION & POSITIONING
that plays a key role in SALUTATION of the BRAND IMAGE. In the context of above held
survey each product/brand were evaluated on the basis of key attributes such as QUALITY,
VALUE FOR MONEY, RECOMMENDATION, UNDERSTANDING CONSUMER NEED
and the targeted audiences were all employed, unemployed people who lie in the age group of
15-60 years including Chief Wage Earners(CWE) and Housewives(HW). When every minor
aspect of building BRAND LOYALTY in the target segment is planned and organised in a
structured manner it automatically leads to the better results and gives the customer an immense
satisfaction of using that brand. A buyer/consumer can attain such levels of satisfaction only
when their perceived performance of the product is matched or higher than the buyer’s
expectation. Even a single penny that is spent for attracting the customer would automatically
remigrate in the form of revenue to the firm and shows an enlargement and builds a strong
BRAND IMAGE and BRAND EQUITY in the market.

“BRAND EQUITY IS EARNED BUT NOT PURCHASED”