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2/2/2012
                          iPOTT
                 Getting you there…
                                         Branding is a Necessity for products
                                         Branding strategy involves creation of a unique name and
Go Goal                                  identity for a finished product in market based on its
                                         differentiators. This can be achieved through advertising
Set, Get, Go…                            campaigns. The overall idea is to create a lasting impact on
                                         consumer’s minds that can create loyalty towards product.
To visit this blog Click here.
                                         Developing such a strategy requires innovative approach to
iPOTT being an end to end                adapt to the new locality and demands understanding of
provider of innovative and cost          demographics and cultural outlook of people living in that
effective services in the areas of       area. Research indicates that emerging markets such as India
knowledge management, sales              are highly price sensitive and quality orientated. How does
enablement and consulting offers         this relate to Software branding techniques? How do people
a unique and unbiased platform           perceive software products by just looking at an advert,
for software product companies           brochures and reading through its unique features? Who is
worldwide to reach their target          the actual buyer of software products… is it a layman or
markets                                  another software company?

                                         Upon careful reflection, one can understand that software
                          www.ipott.om   product branding involves different strategy as the look and
                        info@ipott.com   feel of the product matters more to create the first and lasting
                                         impression. Research indicates that a successful software
                                         branding starts at product design level. Well implemented
                                         functionalities aimed at target audience identified through
                                         market research create a bold statement in crowd. Product
                                         name that can convey the features of product, along with
                                         color themes adopted create a unique image for the product
                                         in consumer’s mind. The overall idea is to create appeal
                                         through an amalgamation of appearance and ambience of
                                         product.

                                         A software product usually comprises of minor elements
                                         which may be primary or secondary to the product. Primary
                                         elements are those that decide uniqueness or create
differentiators in product such as its name and logo.
Secondary elements are those that add character and feature
to the product. For instance software background color, object
movements, transparency of certain objects on screen and
graphic designs or styles to name a few.

So, how do we lead an advertising campaign of a software
product? This is the most subtle area to be teased as it
involves utilizing secondary elements to create a character in
product and highlight the primary elements of software. The
reason being primary element is differentiating factor and it is
not the only reason to buy a product, but it is definitely a
unique and strategic feature of the product. Such advertising
campaigns usually are led by product nomenclature and
appealing background transitions creating a lasting impression
upon a viewer’s mind. One must ensure that graphics used is
pleasing and not distracting like a splash screen or animated
buttons; logos usage must be restricted to avoid duplication of
company information in every screen.

Emerging markets are heterogeneous when compared to
developed markets that are homogeneous. Socioeconomic
changes are more common in emerging markets creating
scope for regulatory changes which adds to operational costs
and infrastructure inefficiencies. The means of knowing local
market could be through market research, focus groups,
consultancies or a local marketing partner who understands
local market well.



To summarize basically there are 7 Do’s and Don’t s in
Software branding

Do’s include usage of

1.     Product name

2.     Primary components as differentiators
3.     Secondary elements as character creators

4.     Market research to understand preferences of local
population in an emerging market

5.     Market segmentation to create target market specific
advert campaigns

6.    Pleasant graphics to create emotional value in
consumers

7.     Effective and well-conceived marketing materials such
as brochures and websites

Don’t s include:

1.     usage of strong or vibrant colors in the background

2.     frequent logo usage on the same page

3.     splash screen/animated buttons

4.     too many transitions in background

5.     lack of synchrony in element usage

6.     usage of unrelated buttons or transitions

7.     lack of website/web pages dedicated to online product
advertising

 The next issue is on “Gaps are Opportunities”. Keep
subscribed for more information

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I pott branding is a necessity for products

  • 1. 2/2/2012 iPOTT Getting you there… Branding is a Necessity for products Branding strategy involves creation of a unique name and Go Goal identity for a finished product in market based on its differentiators. This can be achieved through advertising Set, Get, Go… campaigns. The overall idea is to create a lasting impact on consumer’s minds that can create loyalty towards product. To visit this blog Click here. Developing such a strategy requires innovative approach to iPOTT being an end to end adapt to the new locality and demands understanding of provider of innovative and cost demographics and cultural outlook of people living in that effective services in the areas of area. Research indicates that emerging markets such as India knowledge management, sales are highly price sensitive and quality orientated. How does enablement and consulting offers this relate to Software branding techniques? How do people a unique and unbiased platform perceive software products by just looking at an advert, for software product companies brochures and reading through its unique features? Who is worldwide to reach their target the actual buyer of software products… is it a layman or markets another software company? Upon careful reflection, one can understand that software www.ipott.om product branding involves different strategy as the look and info@ipott.com feel of the product matters more to create the first and lasting impression. Research indicates that a successful software branding starts at product design level. Well implemented functionalities aimed at target audience identified through market research create a bold statement in crowd. Product name that can convey the features of product, along with color themes adopted create a unique image for the product in consumer’s mind. The overall idea is to create appeal through an amalgamation of appearance and ambience of product. A software product usually comprises of minor elements which may be primary or secondary to the product. Primary elements are those that decide uniqueness or create
  • 2. differentiators in product such as its name and logo. Secondary elements are those that add character and feature to the product. For instance software background color, object movements, transparency of certain objects on screen and graphic designs or styles to name a few. So, how do we lead an advertising campaign of a software product? This is the most subtle area to be teased as it involves utilizing secondary elements to create a character in product and highlight the primary elements of software. The reason being primary element is differentiating factor and it is not the only reason to buy a product, but it is definitely a unique and strategic feature of the product. Such advertising campaigns usually are led by product nomenclature and appealing background transitions creating a lasting impression upon a viewer’s mind. One must ensure that graphics used is pleasing and not distracting like a splash screen or animated buttons; logos usage must be restricted to avoid duplication of company information in every screen. Emerging markets are heterogeneous when compared to developed markets that are homogeneous. Socioeconomic changes are more common in emerging markets creating scope for regulatory changes which adds to operational costs and infrastructure inefficiencies. The means of knowing local market could be through market research, focus groups, consultancies or a local marketing partner who understands local market well. To summarize basically there are 7 Do’s and Don’t s in Software branding Do’s include usage of 1. Product name 2. Primary components as differentiators
  • 3. 3. Secondary elements as character creators 4. Market research to understand preferences of local population in an emerging market 5. Market segmentation to create target market specific advert campaigns 6. Pleasant graphics to create emotional value in consumers 7. Effective and well-conceived marketing materials such as brochures and websites Don’t s include: 1. usage of strong or vibrant colors in the background 2. frequent logo usage on the same page 3. splash screen/animated buttons 4. too many transitions in background 5. lack of synchrony in element usage 6. usage of unrelated buttons or transitions 7. lack of website/web pages dedicated to online product advertising The next issue is on “Gaps are Opportunities”. Keep subscribed for more information