Branding strategies
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A famous guru of Marketing and Promotion, Jack Trout has crystalised many strategies for easy application in the real world market.
[edit] The Gambit Approach
Jack Trout in his seminal book Positioning - Battle for Your Mind liken strategy to a chess game where a sacrifice of other positions are done to strengthen the intended positioning of a core product.
If your product is good for numerous market segments, perhaps you might consider giving the non-critical ones up just to protect a defined market segment in the strongest possible manner.
[edit] Remember The Name
Jack Trout even suggest the power of getting a brand name right to get the most out of its influence. Product name syllables or pronunciations ending in 'A' or 'O' have more positive branding influence on the market than those ending in 'I' or 'E'. An example in case for popular car models, Honda and Yamaha are more popular than Mitsubishi and Isuzu. Thus the later brands uses naming extensions to regain popularity such as Mitsubishi Pajero and Isuzu Trooper.
In fact, according to a New York Times article, For Dot-Coms, New Names Are Good for a Pop, stock price performance of companies that changed their names to include Web-oriented designations, like ".com," from 30 days before the name change announcement to 30 days after grew exponentially. The study looked at stocks of companies that change their names from January 1998 through March 26th, 1999.
[edit] Honesty is The Best Policy
Jack Trout analysed how being seemingly honest about your market position can lead to a correct branding approach. For example Avis being second to Hertz does not pretend to be no. 1 but admit to their second fiddle status by using the tagline - We Try Harder.
Such strategies are also used by small local banks that cannot hope to compete with large international ones by branding themselves as Your Friendly Bank.
