Re: Branding & marketing

From: Tom Brown <hellstar_at_earthlink.net>
Date: Thu 01 Feb 2001 10:45:07 -0600

There's one thing that's really hard to swallow here.

Many of the posts I've read have spoken of a brand as
something people will pay more for. Powerful brands,
therefore, are something that customers will pay any
price to obtain. But that's a mold that doesn't fit
every case.

Take, for example, a brand such as Southwest Airlines.
Customers won't pay more for a Southwest ticket--they
expect to pay much less, in fact. And, it seems to me,
Southwest customers are very loyal to the brand.

I'm not an advertising professional (just a student at
this point), but I feel that a brand can be based on
much more than just price. Rather, brands create value
because customers believe that a brand guarantees
something that no other product can deliver. Whether
that's quality, price, location, speed, or whatever
seems to make little difference.

Tom Brown (hellstar_at_earthlink.net)
Student of Business
Milwaukee School of Engineering





Received on Thu Feb 01 2001 - 10:45:07 CST