KATHMANDU: The Himalayan range has fascinated humanity for ages. From worshiping its greatness to competing with the human body to conquer it, we have always marvelled at its beauty and magnitude. The Himalayan range stands for a number of virtues and different brands have used selective virtues to capitalise on this global brand. The Himalayan range is a great marketing story, both for those who have already experienced it and those who desire to experience this phenomenon. Using the same parameters of inherent offering, marketing, lineage and product position, we see how brands can draw upon the ‘Himalayan’ brand and fulfil their branding efforts.
The beauty of the Himalayan landscape has always mesmerised the viewers. The white snow, the misty mornings, the pristine rivers and manicured meadows have always stood for purity and virgin beauty. Fast moving consumers goods brands and personal care product brands are the most common users of the Himalayan ‘beauty’ virtue. The Himalayan range as a product stands for God’s most beautiful artistry.
The marketing script:
Whether related to the Himalayan landscape or not, products worldwide have been positioned to highlight the zenith of achievement by glorify-ing the human conquest of the
Himalayan range. From luxury watchmakers to automobile brands, the human conquest of the
Himalayan range has been a great marketing story. It is a story of
perseverance — of raising the bar.
A reliance lineage:
With a form-idable existence spanning millions of years, the lineage virtue of the Himalayan brand has lent credibility to a number of corporate brands globally. This virtue is used to evoke a sense of longevity, solid-ity and ruggedness. Brands that wish to portray reliability and reliance as their virtue find the
Himalayan range as a great ambassador. After all, few better brand ambassadors for these virtues can be found on the planet.
The economic powerhouse location:
Given its geographical location in one of the fastest growing economic regions, with the two most progressive economics of China and India in its vicinity, the Himalayan range is also being used to represent the aspirations of these people. The positioning of the brand as a personification of the dreams and aspirations of over two billion people is again a great
positioning tool. Global brands that wish to be associated or gain visibility in the region have a neutral platform in the Himalayas, which can be prudently used to target a much bigger demographic pocket.
It is evident that given its universal appeal, the Himalayan range is a powerful brand ambassador, with a host of virtues that can be used prudently to build a brand. However, overuse of the brand and inappropriate alignment with its virtues can be a disaster. Using the Himalayan brand needs a clear understanding of the virtues that can be extracted from this brand
titan and a subsequent prudent message creation using this brand.
(The author is associated with The Chaudhary Group and can be contacted at firstname.lastname@example.org)