4 Responses

  1. Ian Addie
    Ian Addie at |

    “That the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well known name, as consumers believe that a product with a well-known name is better than products with less well-known names.”
    I think the key word here is “believe”.
    Whilst in Don Draper Land it may be easy to get people to believe that one cigarette is better than another by communicating that message in some resonant sort of way cigarettes are more or less all the same – A blank canvas as Don would say.
    In most cases however the consumption experience impacts upon people’s beliefs about a product as much as what is communicated. If consumption doesn’t meet up to promise then perception is altered and future behaviour (loyalty) potentially changed. That’s always been the case. However what’s probably changing most are the varied ways in which people experience a brand (touch points) which in turn makes brand management more challenging.

  2. Edward Appleton
    Edward Appleton at |

    Great topic. To me a fundamental question is how much tomorrow’s cohorts eg Gen Z care about brands, and if they care about different “brand aspects”. For example – the brand experience versus the brand Image. How did Samsung’s Smartphone originally become so successful – or Google, for that matter, Amazon too?…..to me these are about the experience, the encounter, and little to do with a traditional AIDA/funnel approach. Having said that, one hypothesis is that Fame is still going to be a strong driver for brand equity whatever cohort we’re looking at, and without wishing to quote John Kearon, saliency too. We’ve actually just completed a study looking at the dimensions that Keep Brand love strong across time and across Generations – and come up with more People-driven factors. Can share – perhaps at an Esomar Event or an online webinar.

  3. Kevin Gray
    Kevin Gray at |

    Thanks toil you both for your thoughts. My feeling – and I suspect Koen would agree – is that different industries, companies within industries, and countries will be affected differently and will face different challenges over the course of the next decade or so. The key at the company level will be to come up with the appropriate mix of strategies and tactics, and to execute them effectively. There also seems to be increasing confusion between marketing and direct marketing and, though marketing researchers are often loath to admit it, branding and marketing in general is not taken as seriously as I think it should be.

  4. Kevin Gray
    Kevin Gray at |

    Typo time…”Thanks to you both…” and “…in many C-Suites.” was chopped off. Even a big tablet often defeats me…


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