Rajnish Rikhy’s Post

Bundling of products / brands including political products ! Well , so glad to know that the political parties are aligning ( 10 + ) to fight a mega brand . Combo of commodities + brands to be frank ! Best wishes and hope they succeed , as in the case of corporate / commercial brands, the theory of weak bundle hardly works ! Forget the inter company rival brands coming together to take on a mega brand , the bundle of brands intra company ( inspite of same CEO / alignment of mind ) too have a limited impact . Well the root of such a consumer behaviour is - WEAK individual brand in all aspects - performance / perception / credibility / trust of consumers. It just doesn’t become strong due to the bundle . Mathematically ten ones added make it 10 , but then consumer and brand behaviours are not determined on that basis . No theory supports success on the principle - Weak brands in order to survive join hands and also challenge the mighty successful brand . In my mind basis the above principle , the weak political brands ( parties ) joining hands with an agenda / self interest / one common goal to displace the mega brand ( party ) will actually lead to mockery and self goals / hurt themselves individually too . The probable result - the mega brand may gain more credibility / trust and hence see higher growth in sales. Mega brands make their own path and create higher standards / benchmarks to attract consumers . They don’t get bogged down with this easiest / no brainer approach of weak brands coming together any time and act as challengers . The inherent strength of each brand plays the vital role . Hence bundle of 7 + 4 brand strength still has a chance to fight and can attempt to displace the top brand . However it’s worth waiting and watching . Who knows the marketing / brand / commercial principles have no application in political brand arena . Will love to see this principle / bundle of commodities succeed , as then there will be another interesting case study to discuss in the future !