The qualities and capacities signify the product. The name or brand doesn´t mean much, since people can´t associate to it. The product stands for itself. If the market needs and appreciates it, the product will survive.
As time goes, the market will start relying on the product. They will trust that the product keeps delivering the same quality, pricelevel, service and functions as they have become used to. And to make it easier, they will start associating the name or brand with these qualities.
When the following product is released under the same brand, the market will trust that it holds the same qualities as the first product. They will accept the new product without needing to judge it in detail. So the brand has partly taken charge of the clients´satisfaction. The single new product won´t start from scratch on the same low level as the first product did.
With a consistent behavior in launching products, you will slowly build your brand. At this early stage you need to build trust, awareness and positive associations. You don´t need confused customers.
I´m simplifying the process of course. However - over time, the qualities of the single product lose importance when it comes to buying-decisions. The brand will be the overall convincing-factor and the product will be the confirmer.When your products - over a longer period of time - confirm the characteristics and values that the market has started to associate with the brand, you are quite safe in your customers mind. Then you can start playing with new and attractive attributes - but always with your fundamental brand values in mind.
7 kommentarer:
Yes, I agree with you that initially the brand doesn't exist. But, what I am trying to understand is what is brand positioning then? I feel in this line of thought, brand positioning is the set of associations that your consumers choose to have based on earlier product and related history. So, it is something that is controlled by the consumers, so why do marketers say BRAND POSITIONING? Could you shed some light on this please?
My blog: brandalyzer.wordpress.com
Take the example of Indian Premier League (IPL) which is very big cricket event. Now, what do we say of brand in this scenario, where the IPL has become a big brand straightaway and lot of effort went to build the brand.
A professionally crafted busniess logo designers is one of the greatest blessings for a company; whether it is big or small. It gives them an identity of their own and makes them different from others.
You have good points there, Anna. However, nowadays, it’s not only the product itself that stands, the brand creates the sales as well. The brand is the personality of each product; therefore, the market moves according to them.
Adam Ithiel
I agree with you Adam. It usually doesn´t take long until the brand takes over the importance of the product. In order for the brand to become and stay strong over time, the product needs to keep delivering whatever the customer expects.
Branding is so much fun. And important. :-)
Thanks for your comment, Eric. I believe that when you can meet or raise above the expected value of the product, the customer will be happy. The brand will often raise the expectations of the product, which of course might make it harder to meet the expectations - but just as important.
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