by Chirag Buch, director – service line lead, Ipsos in UAE
Imagine if M&Ms were black or if Fanta was a beige-coloured drink. What if Snickers had a smooth texture or McDonalds was a fine dining restaurant? Difficult to imagine and feel these brands differently, right?
Why do M&M and Fanta exude ‘fun’ imagery while Snickers gives you the feeling of wholesomeness, whereas McDonalds puts you amidst your family?
Most brand strategists will tell you that this is how the brand equity and positioning have been built over years. However, one less talked about reason, that is equally instrumental in the success of these brands, is the alignment of functional product characterist
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
