When the brand overwhelms the product

In late 60s and early 70s, when the first signs of inflation started hurting the then newly emerging middle class, my grandmother, who managed a large household, decided to cutdown expenses by using loose washing powder instead of the branded one. When she went to the shop, she asked the shopkeeper to give her “ loose Surf”. Such is the strength of Surf brand that people use its name, instead of the product’s name that’s washing powder. And this has continued for past so many decades, though Surf’s numero uno position has been challenged by many strong brands of detergents. Another glaring example of this brand dominating the product is Xerox that’s commonly used for photocopying!

The above recollection got refreshed as I read about an iconic brand Tupperware having filed for insolvency. The brand that revolutionised the technology for making airtight containers to preserve food became synonymous with such products and people bought the products of rival companies while asking for Tupperware container and not an airtight container!

It’s a dilemma for the iconic brands and may be the companies should lay as much emphasis on product features and product uniqueness as they on brand building so that brand doesn’t outlive and overwhelm the product itself!

One case that immediately comes to my mind where the company sort of sidelined the brand for its own domination is “ Only Vimal” that once identified Reliance. But here the promoters had big plans to diversify from textiles to becoming a conglomerate, leading to Vimal losing its relevance.

Whenever an iconic brand, restaurant, theatre etc folds up, it invokes nostalgia for its users, lovers and patrons. Whether Tupperware will survive the insolvency proceedings or shall go into oblivion, is not clear, but it certainly makes one feel sad !