Customize the Brand: Make It More Desirable and Profitable

By Torsten H. Nilson | Go to book overview

4
Markets fragment,
communication and competition
increase, less time,
more uncertainty

The purpose of this chapter is to outline some of the main factors in the marketplace driving business toward customized branding. There are of course many, many factors, this is but a selection of those considered the most important. By understanding the key elements behind a trend it is easier to define the right strategy and the right application correctly.


BRAND AND PRODUCT PROLIFERATION

In almost all market sectors we are witnessing an increase in the number of products and brands offered, markets are fragmenting and the choice is increasing. This is happening despite a consolidation in some market sectors among the suppliers. In the car industry Ford has bought Volvo and Jaguar, General Motors bought SAAB, Volkswagen bought Skoda, Seat and Bentley, to name a few. This consolidation at the corporate level is not replicated at the brand and product levels. All the above-mentioned brands still exist and within each main brand the number of subbrands and variants have increased. In the UK there are 52 brands of car for sale offering around 2,700 main model variants.

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