Re: Branding

From: Rob Frankel <rob_at_robfrankel.com>
Date: Mon 03 Mar 2003 11:10:35 -0600

At 8:16 PM -0600 2/27/03, Daralene Cimino wrote:
>Branding is the name of a product.

Um, no. That would limit brand to identity alone. Branding is much
more than that. Brand is the reason why people pay more for one
product than they would for an identical product.

>The brand, like Tide detergent,
>becomes more popular through advertising and the loyalty of consumers to
>that product. I was a purchasing agent for food products prior to being
>a media buyer and branding hasn't changed just because it's now on the
>Internet.

Actually, it has. This is what the first chapter of my book
discusses. In short, the fact that people have so many more places
to go and see competing products makes branding more important than
ever before. Years ago, you could launch a new brand with one TV
spot running on one of three national networks. No more. Cable and
the web have changed all that.

>I really don't understand why this issue has become so
>confused just because it's now on the Internet.

Now you do. It's real.

>The lowest cost of
>anything is a sales pitch, no matter how you look at it. Walmart is
>associated with "low prices", that is why people go there to do their
>shopping. You expect to find low prices at Walmart. You use Tide
>detergent because your mother used it, or because it does the best job,
>or perhaps you have a coupon. This isn't rocket science.

No, but it's not nearly as simplistic as you dismiss it, either.
--
Rob Frankel, http://www.RobFrankel.com
Big Time Branding Guy and Author of "The Revenge of Brand X: How to
Build A Big Time Brand on the Web or Anywhere Else" & "The Frankel
Tapes -- Volume One" on sale now at http://www.RevengeOfBrandX.com




Received on Mon Mar 03 2003 - 11:10:35 CST