Excerpt of further issues topics:
Brand Equity and Brand Strategy,
Brand Equity and Brand Diffusion, Brand Equity
and Company Success, Brand Equity and Sales and
Acquisition of Brands or Companies, Brand Equity
and Marketing Investment
A Distinctive Image
Increases Brand Equity
In the recent past there
was a time where it seemed to be possible to do
business with labeled goods, especially in the
food industry where it was possible to achieve
considerable success with private labels.
Sometimes one could even get the impression that
the end of the classic brand was near. Indeed,
there were success stories where names turned
into notions practically overnight. Turbulently
developing markets made the impossible possible.
The consequences of the change of values and the
saturation of the markets, especially in the
First World, require us to turn back to classic
The 7-elements theory headed by a distinctive
image and the conviction that brands are the
most valuable asset a company could have in its
portfolio, these are the best tools to win over
markets and to achieve growth and good revenues.
How much consumers trust a brand is shown by the
consumer analysis 2007 from Burda. Trust in the
quality of brand products with 67.1% lies
distinctly above the basic value of the early
1990’s. Today, more than two thirds of German
consumers say (again) “Brand products are
qualitative better than labeled or no brand
goods”. For a long time now this trust does not
only extend to material quality, but also to
ecological and social criteria and as the case
may be a responsible conduct of the companies
behind these brands. He, who reaches for the
brand buys quality. He, who offers brands,
offers a unique selling proposal that backs up
the product. A selling proposal which specifies,
distinguishes, structures, stabilizes and offers
a correlating profile. This selling proposal
still stands, even if the product changes.
Some of our brands seem to lack the self-esteem
to stand by their own roots and their
distinctive image and to express it. This leads
to more and more brand appearances to be alike.
For instance, if you omit the brand name of a
series of fashion companies, it is very
difficult for the consumer to find out which
brand philosophy is prevalent. Similar applies
to furniture brochures, beer commercials or
fragrances and cosmetics.
Brands require a distinguishable image and this
image has to have character. They should not try
to chum up and please everyone and everywhere.
Those responsible for brands accepting this are
successful, also when it comes to the material
value of the brand.
With the SchmidPreissler Brand
Equity+Performance© Program we offer a new tool
that provides perspectives for success. If you
are interested, we gladly introduce this program