The Importance of Brand Name Essay Example | Topics and Well Written Essays - 1250 words

The Importance of Brand Name - Essay Example Within a short time, the detergent market in the US became a highly competitive field. The new cultural changes gave rise to micro families. The feminism wave increased the marriage age of the women considerably, and the technological improvements paved way for wide spread use of washing machines. Many brands which emerged alongside Tide lost to these changes and closed their shop, while Tide succeeded to go manage all these ups and downs successfully, retaining their number one brand position. In fact they used this brand image quite cleverly to maintain this position throughout all these years. Brand positioning is very important to build a long lasting customer relationship, get popular worldwide to expand the buying market, stay steady in the market for a long time and to increase the sales constantly. Four key strategies should be followed to reach the above mentioned targets. They should define their space, own it, keep competitors out of it and keep expanding it constantly (McGhie, 2012). Tide did exactly that in the following ways, keeping its brand name as a shield. Defining Space through High Quality and Attractive Ads Tide always concentrates on maintaining the best quality. To this day they are the best stain removers in the market. This high quality is a great reason for their long lasting success. They produced very creative ads, targeting the women’s changing mentality. The fifties Tide ad features pin up models hand washing their dresses, while the current ad showcases foot ball moms, laundering their aspiring kids clothes.