LANGUAGE IN INDIA

Strength for Today and Bright Hope for Tomorrow

Volume 13:9 September 2013
ISSN 1930-2940

Managing Editor: M. S. Thirumalai, Ph.D.
Editors: B. Mallikarjun, Ph.D.
         Sam Mohanlal, Ph.D.
         B. A. Sharada, Ph.D.
         A. R. Fatihi, Ph.D.
         Lakhan Gusain, Ph.D.
         Jennifer Marie Bayer, Ph.D.
         S. M. Ravichandran, Ph.D.
         G. Baskaran, Ph.D.
         L. Ramamoorthy, Ph.D.
         C. Subburaman, Ph.D. (Economics)
Assistant Managing Editor: Swarna Thirumalai, M.A.

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Building Brand Identity Using Nationalism -
A Study on the Commercial Messages in the Indian TV

Prof. Sharmila Subramanian, Ph.D.


Abstract

Brand identity is a promise that the company makes to its consumers. It may consist of features and attributes, benefits, performance, quality, service support, and the values that the brand possesses. The brand can be viewed as a product, a personality, a set of values, and a position it occupies in people's minds. Brand identity is everything the company wants the brand to be seen as.

Advertisement acts as one of the sources through which communication link is established between the company and the consumers. Commercial messages create brand identity using a variety of appeals. The appeals cater to the rational and emotional faculties of the consumers. However, this paper tries to explore the exploitation of the spirit of nationalism as an appeal to build brand identity.

Nationalism serves both as an inspiration and an emotion in TV commercials. It acquires various statures in different messages: a philosophy, a mass awakening or a collective sentiment, a responsibility, an idea, a relationship, logic and so on. Consumers are offered brands with a package of nationalistic spirit in ads like “Desh ki Dhadkan…” and “Buland Bharat ki Buland Tasvir…”, “…Apana Ghar wonderful; India bhi beautiful”, Mere Desh mein paisa sirf paisa nahin hai…” and so on. It is interesting to note that the use of nationalism for building brand identity is not restricted to any specific product/service category or a corporate. It is used by one and all depending on the kind of identity they would like to create.

The current study provides a semiotic analysis of Indian TVCs with an objective to establish a link between the aspects of nationalism depicted and the intended brand identity TV ads.

Introduction

Brand identity is the total proposition that a company makes to consumers - the promise it makes. It may consist of features and attributes, benefits, performance, quality, service support, and the values that the brand possesses. The brand can be viewed as a product, a personality, a set of values, and a position it occupies in people's minds. Brand identity is everything the company wants the brand to be seen as (Paul, 2002). Brand identity originates from the company, i.e., a company is responsible for creating a differentiated product with unique features. It is how a company seeks to identify itself (Marguiles, 1977). A company will often use branding strategy as a means of communicating its identity and value to consumers and other stakeholders (Gehani, 2001). Through brand identity, a company seeks to convey its individuality and distinctiveness to all its relevant publics (Nandan, 2005). It is through brand identity that companies make their brand distinct and unique.

Importance of Communication Tools

However, it is important that the communication tools used to disseminate the brand identity is well planned and appropriately implemented. The synergies that can result from a strategic coordination of various promotional tools can enable a company to enhance the return on its investment in marketing and promotions (Tortorici, 1991). Elements of the promotional mix (advertising, sales promotion, public relations and direct response) should be coordinated in such a fashion that there is uniformity in the message that is communicated from the company to its relevant constituencies. Thus, a brand that is being advertised as a high-quality product may have brand-loyal consumers who will pay a premium price for it (Nandan, 2005).


This is only the beginning part of the article. PLEASE CLICK HERE TO READ THE ENTIRE ARTICLE IN PRINTER-FRIENDLY VERSION.


Prof. Sharmila Subramanian, Ph.D.
Principal
Astha School of Management
261, Atala, Panchamukhi Vihar
Bhubaneswar - 752101
Odisha
India
principal@asthaeducation.in

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