Re: Branding online ... what's the point (Overture editorial guidelines)
On 3 Mar 2003, at 11:07, Damon Kirschbaum wrote:
> > and DELL laptops are not cheap.
>
> Dell was not a good example. While they are definitely the lowest cost (to
> them) supplier of computers, I do not know whether they are among the
> cheapest computers, and they do not seem to position themselves as selling
> "cheap" computers. (Do they? I use a Mac.) I assume that they are at least
> highly competitive with the other major computer companies. That way they
> leverage their low cost structure to clobber the competition. They have
> done a number on Gateway.
Dell is not the lowest cost supplier of computers.
There are plenty of private companies selling
PCs over the Internet which offer lower prces
than Dell. Try http://www.explorermicro.com if
you don't believe me.
Dell has branded itself as a reliable supplier.
It has branded itself as an alternative to the
industry giants.
It tells people it is as reliable as IBM or Sun.
Gateway did a number on itself without a
complete brand strategy. First they were mail
order, then at the local mall, etc., etc., etc.
If you weren't sure your supplier was going to
be there tomorrow, would you buy 100 PCs from
Gateway. People don't feel that way about Dell.
and so on....
John Gaskill
Received on Wed Mar 05 2003 - 09:15:00 CST
