Brand v/s Product

Some days back, in the marketing class, I found myself listening to as well as speaking the words "brand" and "product" far too often. However, what I realized was that we are not too clear when to use these words. This prompted me refer to a lot of material on this subject. Following is a summary of all the ideas I could gather:

A brand is a collection of images and ideas representing an economic producer; more specifically, it refers to the descriptive verbal attributes and concrete symbols such as a name, logo, slogan, and design scheme that convey the essence of a company, product or service. A product is anything that can be offered to a market that might satisfy a want or need.To highlight the difference, I would like to put forth a recent example: The Shahrukh Khan commercial featuring Dish TV concentrated on portraying its features viz. pause live shows, get the language of your choice, movies that you like and so on. Here, there is no real creativity involved. The ad is plain vanilla informative marketing. However, the more recent commercial of "Tata Sky Plus" featuring Aamir Khan and Gul Panag concentrates more on talking to customer based on the experience from the perspective of a regular young couple which almost any middle class consumer can identify with. Thus, apart from providing information about the product to its target customers, the commercial is also successful in creating a long-lasting imprint in the viewers' minds - thus creating a better recall for its brand.

This example highlights one very important factor. The product in both the cases is DTH technology service. Although there are hardly any differences in terms of the products qualities and features, there is a marked difference in the way the target customers perceive the product. This is clearly due to the way the brands have been positioned. So, on a broad level, a product is something made at a factory. On the other hand, a brand is something which is bought by the customer. Typically, a product can be copied by a competitor whereas a brand is unique - it’s either there or not there. A product may be outdated very quickly whereas a successful brand may be timeless. A product may change from time-to-time depending on its life cycle stage; a brand typically remains consistent over a long period of time. A product is a more producer/seller centric approach; a brand is a customer centric approach. Thus, a marketer yearns to convert his products into brands which can then be leveraged to get higher returns for his products. A brand involves a loyalty factor, thus making it very enticing for marketers to convert their long running products into brands. As a side note, one also needs to keep in mind that a strong brand can be built only for a strong product which performs according to the expectations consistently.

Contributed by: Deep Agrawal