Branding strategy involves creation of a unique name and identity for a finished product in market based on its differentiators. This can be achieved through advertising campaigns. The overall idea is to create a lasting impact on consumer’s minds that can create loyalty towards product. Developing such a strategy requires innovative approach to adapt to the new locality and demands understanding of demographics and cultural outlook of people living in that area. Research indicates that emerging markets such as India are highly price sensitive and quality orientated. How does this relate to Software branding techniques? How do people perceive software products by just looking at an advert, brochures and reading through its unique features? Who is the actual buyer of software products… is it a layman or another software company?

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.
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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
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