Category extension or brand extension can pass off well if the existing brand has gained market leadership. If it is trusted by the consumers, chances are they will give the new product a go. The success thereafter depends on the quality of the product itself. In Dyson’s case, they have been able to hit it out of the park because each of their appliances is designed with an innovative feature.

Branding, as it is understood today, is best described as the value a consumer derives from a product. Let us first understand what brand management is. We looked at the journey of few modern brands and picked up a few tenets of wisdom.

When you have a good product ( candidate, in this case) the job is half done. But the rest is all about determining the right campaign strategy and formulating the correct message. Something that requires critical thinking and creative communication. And this is why political parties, despite being major brands, need the expertise of branding and advertising companies.

What exactly is ‘in-housing’? It’s putting together your own brand messaging, creating ads and basically doing yourself what you might otherwise have an agency come in to do.

There are many brands today who have either fully or partially created campaigns in-house. But does it really help?

Brands are always vying for attention through advertisements – the race is tough with limited attention span of consumers and expensive media tearing brands apart. The need, therefore, is to be incisive in one’s approach when it comes to key messages of the brand.