Linda A. wrote:
>It's intangible.
Not necessarily true. Many Brands, especially those with
strong followings, have earned their place through actual
experience. For example, when Apple came out it was an
entirely new personal computing experience. The users had
been using DOS based programs but when they "experienced"
the Mac, they became strong brand loyalists- it WAS at that
time a better experience for personal computing. Apple
"delivered" on their promise and thus earned their place.
from my 2/25 post:
"Creating and maintaining a brand IS about positioning. It
IS about owning that place in the consumers mind. But does
it alone mean it will be successful? No. What positioning
gives the brand is basically the "first look". The brand has
to deliver on the promise it makes. Whether that promise is
physical (better components on my Nikon camera) or perceived
(psychographic association with a brand e.g. Polo, Nike).
The measurement comes at the cash register."
Now, the fact that Apple choose a challenging distribution
and licensing strategy and thus only own less than 10%
market share does not mean that their Brand is bad...just
that their business strategy was.
I'm tired of this thread, anybody else?
are you kidding? this is my morning entertainment ;-)
-Rob
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Rob Lewis
rob_at_marketingphysics.com
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Received on Thu Mar 06 2003 - 12:27:12 CST
