BRAND TRAPS | What are they ?

We cannot dispute the value of a strong brand image in today's market. Brands like Johnson & Johnson, Marks and Spencer, the Tatas, have proven this theory time and again.
When you are in the process of assessing whether the 'Brand' is perceived by your target audience just  as you intended,  you should, firstly, have a clear vision of what you want your brand to be perceived as.
The communication strategy, tactics all emerge from this. Also, once you know what way to go, you can easily avoid taking steps that will inevitably lead you to the BRAND TRAP - the major cause of brands losing their credibility and the identity.
 
David A. Aaker in his book “Building Strong Brands”, identifies four such traps.

• PRODUCT FIXATION TRAP

This trap signifies of the brand been defined by only one product. In this case there is a restriction to diversify tangibly and intangibly. The attributes are not the relevant bases for customer decisions and competitive dynamics.  In this case when the product attributes are considered as basis of brand identity are subject to certain limitations, which are as follows: -

• ·         Can be easily copied
• ·         They execute a rational customer
• ·         They lack strategic flexibility
• ·         The fail to differentiate

E.G: - XEROX- When they came out with this campaign where they give more priority towards the product rather than the intangible factor(The imagery attached with the product). Their identity as a brand suffered. This is because if a product category dies, the brand dies.

The moral is the brands should extend itself within its defined boundaries.

• BRAND IMAGE TRAP

The brand identity is always forward looking. It is always said that image is short-lived but identity is progressive. If you analyze the strengths of the brand, understand what is and try to work on the shortcoming or the threats it may face in the future. There is a very high possibility of you being the one who is not dictated by the market.

E.G: - Tommy Hilfiger once removed the logo of their shirt to introduce some new design in the market. They did not realize that the identity of the brand as perceived by the customer was a shirt with logo on it. The new strategic move did not go so well, that they had to come back to the logo. This is an answer that Image is a subset of brand identity but not the brand identity.

• BRAND POSITIONING TRAP

Positioning is a part of the identity. We identify a value proposition for a brand, positioning is done and thus a brand image is being perceived by the target audience.

E.G: - Fevicol is not known as a brand, but by it positioning as “the strong adhesive”.

• EXTERNAL PERSPECTIVE TRAP

When you are not taking into consideration the opinion of the internal customers that are employee. If Employees are not bind towards the identity of the brand thus they are able to work for it and pass on to the customer.

E.G:- Gillette, in the organization they encourage the employees to grow beard so that they can test the quality of the product and whether it s attributes are in relation the brand identity.