This presentation takes a look at the key forces that are leading to commoditization of brands. Various factors ranging from economic to consumer are at play. A lot of times, this commoditization is also the organizations and brands own doing. We then look at the ways in which brands can prevent this from happening and retain their diferentiation in today's hyper-competitive world.

1. Commoditization of
Brands
Anisha Motwani

2. Commoditization
mostly occurs due to
intense competition
that forces down
prices

3. Business pressures
also perpetuate
commoditization

4. Brands that get built
over years,
Get managed in
quarters

5. Advertising that
should focus on long
term brand building
lingers over
promotional
programs

6. Falling into the trap
of communicating
‘imagery’
instead of
‘positioning’

7. Shorter Brand Cycles
Products are lasting
longer, But the rate
at which they
become outdated &
irrelevant has
accelerated

8. Changing consumer
behaviors
New
Different
Here & Now

9. Heightened
consumer action
with new media
offering platforms
demystify brands &
dig out parity

10. Commoditization is
typically
advantageous for
customers
but usually disastrous
for brands

11. Commoditization,
for brands implies
Un-differentiation

12. comm·o·dit·ize
become
indistinguishable from
others like it
dif·fer·en·ti·ate
form or mark differently
from other such things;
distinguish
perceive the difference
in or between

13. To understand
Un-differentiation…
Lets talk Brand
Differentiation

14. Brands who
differentiate basis
product features and
benefits are not
sustainable

15. How can brands
differentiate?

16. Differentiation by
Association

17. Differentiation by
Experience

18. Differentiation by
Innovation

19. Differentiation by
Service