Customize the Brand: Make It More Desirable and Profitable

By Torsten H. Nilson | Go to book overview
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12
Step 5: the foundation for
sustainable desirability: the
product/service package

At the very heart of a strong brand sits the product/service package. This is what the customer is buying. A product, a service or, more and more, a total package. With a new car you get a service package. If a company buys a machine, it comes with installation, training for employees and service guarantee in case something goes wrong.

The origins of branding go back to the need to identify a product, who actually had made the product so that the prospective customer could form an opinion as to the quality. This has not changed. While the intangible benefits of a brand are increasingly important, that does not diminish the need for a strong product/ service package. Even the strongest brand can run into problems if quality is below expectations as Levi's experienced in the 1970s or if product development is lagging behind as Ericsson in recent years has experienced in its competitive struggle with Nokia in the market for mobile phones.

Unless a company gets the product/service package 'right', there is no future for the brand. No matter how clever or appealing a communication strategy may be, if the product or service does not deliver on the promise, the brand has no future. Even though it is true that no one will beat a path to your door just because you have built a better mousetrap you have to tell the world about it it is equally true that no one will

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