GP battery ad


Frequently we see brands put up ads about their No.1 position of some sort. What is the objective of claiming No.1 position ? Maintain leadership, drive sales and establish trust by creating a halo effect : "if everyone use it, it must be a good choice". Is that a valid strategy ? It depends. On one hand, we may argue that market leadership should be known by consumers naturally through word of mouth and observation. There is no need to advertise about it. However, in the case of GP battery, I can appreciate why they want to have an ad like this. When we use batteries, they are hidden inside our electronic equipments. No one would know which brand of batteries we use. So if everyone is using GP batteries, no one would know by observation. There could be a need for advertising. Such need is in the mind of the marketers. But what is in the mind of the consumers ? GP battery is a lower-price brand which may not be their most desired brand of high performance. If they can afford or when their electronic equipments need high-performance batteries, they would probably use Duracell or Energiser. Brand equity is about attitudinal share rather than market (behavioural) share.

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