BRAND BUILDING, AWARENESS AND POSITIONING STRATEGIES WITH RESPECT TO D2C COMPANIES

Abstract

The exponential increase of the internet user base has resulted in millions of new and unique searches each day over the previous two years. Users are now spending more time on the internet than ever before. This opens up the opportunity for businesses to widen up their consumer base with the help of internet reach. Businesses are opting for the direct to consumer business model (D2C) in which they supply goods and services directly to the consumers without the interference of intermediaries. A company has to follow certain strategies in order to be a successful D2C company and convert the company name into a brand name. Brand building activities such as understanding the consumer’s needs profoundly and providing a product that can be a problem solver. Brand building is a key task to be performed by startups and continuous product development and innovations juxtaposed with consumer feedback turn a startup into a brand name. Executing brand building is important but creating brand awareness is also a vital part for the company. Advertising a new product or revamping an old one, promoting the products via various modes such as media house and social media marketing. In an ideal world, brand awareness would include characteristics that set the product apart from its counterparts. Brand awareness is a must for a billion dollar company to a funding round startup. The intensity level of advertising it can be debatable as per the companies need. After setting up successfully in the consumer's mind, the product should be placed correctly with the targeted audience. One must be educated and informed of what audience they want to sell their product.