आज कसैको आकास रोएको छ,
कसैको धर्ती सुकेको छ-
मेरो आस्था भोको भएको छ।
what is that?
Date: 6th May 2013
Time: 3:30 Pm
Location: Local retail store
Lady enters the store. (Age: seems like she is in early thirties, Occupation: Seems like working mother)
Lady: साउजी Lays दिनुस् न ।
Sauji: लिनुस्। (He gives her Kwiks Chips, packaging of Kwiks exactly looks like Lays.)
Lady: यो त Kwiks Chips हो।
Sauji: यो Kwiks Lays Chips हो।
She bought “KWIKS LAYS CHIPS”
Here I see serious Branding Problem of both product, Lays and Kwiks.
Nice push marketing by Sauji. But there is serious threat for both brands. Pepsico might be thinking that their advertisement in Indian media is enough for Nepalese Market but do they know their share of market is taken by Kwiks in this way?
Chaudhary Group is one of the prestigious industrialists in Nepal. Binod Chaudahry is in Billionaires Club. But do his products have their own identity?
(I know there are various similar cases in Nepalese Market. In long run we might face serious Identity Crisis in market because there are huge range of such products in every kind.)
Recent comment of Amirt Gurung, Nepathya- Musical band on Typography used by Nepathya- Movie pull on the controversy on word “Nepathya” and its typography. I am, as a brand practitioner, excited about whole discussion. This discussion might lead to conclusion, might not but has started discussion on brand identity. This is also bringing issue of patent right act, copyright act and its implementation.
Ananda Maharjan, one of the finest font developer, typographer and graphic designer available in Nepal, might have hard time when he got project of Nepathya – Movie. It might be tough project he ever got because there is already a big brand Nepathya- Musical Band available. His main challenge is to distinguish movie from the band name.
First of all I would like to forefront my view on naming movie Nepathya – right, wrong, advantage and disadvantage. Since I don’t know the content and can’t say either it is kathaale mageko (Demanded by Story) or not. Nevertheless it confused the market if Nepathya- Musical Band’s involvement in this movie. With strong association of Nepathya- Musical band, their hardcore fans are rejecting Napathya as an identity of movie.
Looking at the typography, Nepathya- Movie is completely different then what Nepathya- Musical band has. Only common between both brand is that they both uses same varnamalaa (alphabet). Some graphic designers have view that usage of English alphabet over Nepali alphabet has confused the identity. From my point of view it is not true because positions and font used here are again different.
But what is making confusion?
I think its name. But cant movie, book, album, band name be same? Looking at trend around the world people are borrowing each others’ name. There are bands naming themselves with reference to movie or movie with reference to band and same goes with books and album.
Movie is not a continuous brand, if people like it they will stay, if not they won’t. At another point Nepathya as a band is a continuous brand they are going to stay here for long bringing new things with time.
Nevertheless, there is confusion. This confusion hampers Nepathya – Movie. To protect themselves crew need to make clever movement and distinguish themselves from band and achieve their own identity. They have to make difference and eliminate the clutter else this clutter might hamper them.