BRAND ACTS AS A GENETIC PROGRAMME

1. BRAND ACTS AS A GENETIC
PROGRAMME

2. FIRST IMPRESSION IS THE LAST
IMPRESSION...
 The way a brand is defined at the time of inception,
determines the way people remember it during its
lifetime.
 Brand as a genetic programme is defined through:-
 Nature of First product offered
 Nature of First communication
 Most significant actions since its inception
 For eg. Maruti
 referred to as a common man’s car manufacturer
 unable to get out of this image
 Failure of Kizashi and Grand Vitara

3. IMPLICATION...
 Long term association – Parents and Grand parents
still prefer Dettol even after so many decades
 Brand extension is easy – Amul extended its
product line from butter and milk.
 People are ready to give another chance – Nokia’s
rising market share
 Loss of Brand loyalist if company moves away from
their genetic programme which helped them to
attract buyers – Apple ‘s reducing innovation
 Do not manipulate or modify the genetic
programme – Kingfisher airlines for economy class.

4. POINTS TO REMEMBER
 A failure of a product does not effect the brand
itself. Brand can survive even if the product fails
 A company can recreate the brand on the basis of
the original idea i.e. stimulating the original genetic
programme
 However, they should not use the same product
which was discontinued to recreate brand –
Volkswagen Beetle
 Should not move away from their genetic
programme which helped them to attract buyers.

5. THANKS