We have seen a lot of brands having a long lasting and larger than life image. They live in the minds of the consumers with a specific identity and different levels of bonding. These brands come with a specific message and a Unique selling proposition and easily gets settled in the minds of the customer. The emerging trend of what we call the " personal branding" is an interesting phenomena in the brand management arena.
One of the examples which interested me in the recent past is the "Bhajji" brand, getting launched in various range of products. "Bhajji" is notorious for his aggressive behavior and the famous or "infamous" slap to Srishanth and the clash between him and the Aussie "Andrew Symonds". But Harbhajan is cashing on his international form and working with various designers to launch "HS" brand for range of sports products and equipments. He also has the " Bhajji da dhabha" a speciality restaurant on the anvil. Bhajji is a food freak and loves home food. So this retaurant will also have the USP of serving good quality home food offering varieties that are most liked by Bhajji. I think it is nice strategy to leverage on his popularity among the cricket aficionados and build his own brand. Hope this will be an eye opener for the other cricketers and film stars who are looking for mid career break or rather diversification to mitigate the risk of getting dumped in their field.
"All the best Bhajji".........Great going.
well, it's quite unsurprising that Bhajji has ventured into the restaurants and apparel industry. Actually the surprise is that it has taken quite some time for him to float his ventures. Yuvraj and Dhoni have their own range of fashion and Sachin and Sourav have their branded restaurants. End of the day the aam aadmi will pay 10 times what he would in other places just because the place has been branded with his favorite cricketer's name.
ReplyDeleteThe price that brand commands whether it's a product or a person is exactly the reason why you and me exist as a marketer. Fair is fair as long as the perceived value of the customer is equal to the actual value that a brand commands in these branding exercises....
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