Jagdeep Kapoor

Shirt brand Arrow established itself through consumer education campaigns

CONSUMER education as a brand marketing strategy is an important weapon to expand the market and build a credible brand. Various categories such as shirts, educational institutions, diamonds, life insurance and pharmaceuticals have been using consumer education activities to build their brands.

In the case of pharma, it may be patient education. In the case of banks, it could be investor education; and in the case of schools, it could be parent and kid education.

Shirt brand Arrow, over the years, has established itself in India through consumer education. Some of its campaigns, while bringing out the brand's strengths, offer guidance and advice to the consumer.

One of its ads says: `Our shirts will never lose their charm, elegance and buttons.' Another line gives out this info: `Arrow shirt buttons are sewn on with a self-locking thread and then thermally fused to ensure they never fall off.'

This branding strategy is all the more relevant because in an ethnic culture, the usage of Western clothing is growing.

In the case of diamonds, brands such as Nakshatra, Asmi and D'damas constantly educate consumers about the four Cs and the authenticity of the brand and the category.

The diamond industry is growing, and the unorganised sector is slowly and surely becoming branded and organised. At such a time, category education is an effective brand marketing strategy.

Take pharma. Panacea Biotec used patient education messages for piles management through its brand `Thank God.' With a list of dos and don'ts, the company ensured that the patient was more aware than before.

Then, there's the example of Ecole Mondiale World School, Mumbai, branded as a total IB school, which explained to the parents and students the meaning of IB (International Baccalaureate) through a campaign.

I am being elaborate and detailed because it is a good case.

Some of the press ads explained IB's uniqueness, what it means, who an IB teacher is, what a total IB school is, among other issues, in a question-and-answer format.

IB as a process and programme of education is gaining ground in the world. Running a detailed campaign about IB would definitely increase its acceptance as well as build the Ecole Mondiale brand.

Consumer education is considered vital in life insurance too.

Consumer education helps in the following ways: