Paper Boat – a brand with strong positioning , packaging and engagement

How often do you come across a brand which you would like to relate yourself to? On my recent trip to Southern India, I came across this new beverage brand known as Paper Boat produced by Hector Beverages. The first impression I had about this one was “VERY COOL”

If you take a close look at this brand you see impeccable branding around it. Couple of things to look into it:

  • Positioning of the brand
  • Packaging
  • Engagement by the brand

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After all What is a brand?

What is a brand

During my post graduation days, the one topic which really got my interest was Brand Management. I remember the first day of my Brand Management class the faculty addressed the class with a question “What is a BRAND”?

The answer was more of a bookish definition. Before I share what a brand means to me let me first share what some great marketing gurus have to say about BRAND.

Philip Kotler

A brand is a name, term, sign, symbol, or design or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competitor – Phillip Kotler

David Ogilvy

A brand is “The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.” – David Ogilvy

Al Ries

“A brand is a singular idea or concept that you own inside the mind of a prospect.” – Al Ries – Author of Positioning: the Battle for Your Mind

Sergio Zyman

“A brand is essentially a container for a customer’s complete experience with the product or company.”  – Sergio Zyman, Author of The End of Advertising As We Know It

Seth Godin

A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over anotherSeth Godin

The way I define brand is : It is the sum total of experiences one has with a product or service of a company over a period of time.

A brand can be broadly classified into three types:

1) Product Brand

2) Service Brand

3) Personal Brand

The way I define brand is It is the sum total of experiences one has with a product or service of a company.

P.S: A brand is definitely not Russell Brand :p