Tactical Opportunism in Advertising - Can Brand Invention Lead to Profit - Essay Example

Research initiatives on the branding of products or consumer durables have typically focused on how firms try to capture target markets by setting an oligopolistic trend, characterised by an arbitrary controlling mechanism that taps the instinctive faculties of the mid of customers (Jones 1998a:33). There is hardly any room for argument that such practices are, or in fact should be, assessed on the basis of righteousness or reason. This is because any firm or production house reserves the intangible right to maximise its profit by operating within a legitimate proviso. What is still vaguely understood by the proposition of branding is that it is primarily based on creative usage of available resources, and yet, it tends to expand its scope and field of implementation through quantitative measures.

The fundamental dualism inherent in these two mechanisms makes it a complex issue to address. The majority of the pioneering ad houses, famous for their innovative business strategies, adopt not so frequently tried means to promote their brands. It is the uniqueness of approaches to what can otherwise be termed as routine brandishing of various products that set the boys apart from the men, so to speak. As for creating an oligopolistic market and seizing it at the right moment, brand equity plays a defining role.

While most of the top brands offer more than what is generically expected out of a non-branded product having the similar attribute(s), the topnotch players disseminate their products in a way that encourage fairness and transparency. Brennan et al. (2007) argue that in our age of heterogeneous competition, the chance of discreet marketing can never be discarded altogether. Therefore, retaining the credibility value of production should always be prioritised, regardless of the business model espoused by the concerned firm (105).

In line with this principle, it is imperative to give out a fair deal on the principle of equity. It will let shareholders and customers feel confident and assured about the products that they won't try out for themselves.