Re: Branding online ... what's the point (Overture editorial guidelines)
Marci,
Funny but great point why lowest price is not a
good brand strategy. No one believes it. Does a
lower price of .20 or .50 cents really sway my
vote (with my shopping dollars)?
Another point I'd like to make. The importance on
price is more acute in retailing than
manufacturing. Any mass retailer is going to need
to be competitive (at least if they want to be in
business) to gain consumers. So if Wal-Mart,
K-Mart, Target and the like mass retailers all are
about the same price, then they would need
something else to "differentiate" themselves in
the market to gain and keep customers. In
manufacturing, frankly the last thing you want to
do if you're a brand is to be the lowest price
brand...in fact the ones that are the lowest price
aren't even brands at all. Their either unknown
(slap any name, doesn't matter) or house brands
(generics).
Although I mentioned before branding isn't math,
but it IS a science. And like science it has
proven laws and principals that have proven out
over time. How you as a business choose to apply
(or not apply) those principals is up to you.
-Rob
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Rob Lewis
www.marketingphysics.com
rob_at_marketingphysics.com
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Received on Tue Feb 25 2003 - 07:57:38 CST
