Negative Marketing

-Reshu kumari A Strategy or a

gimmick?

“Products are made in a factory, but brands are created in mind”, said Walter Landor, designer and a pioneer of branding and consumer research techniques

Is it true? Do you believe this? Okay, think of a brand of noodles. Did you think of Maggi? A yellow packet is painted in your mind as soon as you hear the name How did this happen?

You got a vivid image because you grew up watching its ads on television. This is what marketing is It creates a perception in the minds of its target consumers But do you know that rival brands often try to tarnish their competitor’s image in your mind?

Let me tell you another story. When Coca-Cola took the second floor of a building and put its hoarding out stating that it is on the second floor, Pepsi immediately put another hoarding below it mentioning “Pepsi Everywhere”

Companies utilize a variety of marketing strategies to draw in new clients and build stronger relationships with existing ones

One of these is negative marketing, commonly referred to as "negative campaigning". It is a marketing tactic that entails openly targeting or criticizing the rival brand by demeaning its goods, or reputation. This can be accomplished in a number of ways, including marketing initiatives, or even by broadcasting untrue information about the rivalry in order to convince potential customers that the company's product or service is superior to those of its rivals. The amusing thing about it is that companies that utilize it often try to invent the term themselves by using phrases like "comparative marketing" and similar expressions to avoid having their acts perceived as sabotage against competing companies