Magazine article Marketing

Back to Basics of Brands

Magazine article Marketing

Back to Basics of Brands

Article excerpt

Back to basics of brands

It is amazing what a change in economic climate can do. Look back to this last year, and count how many fashionable ideas have suddenly been relegated to the second division. Cost cutting has replaced aggressive expansion as a priority. Cash is king, debt a dirty word. Image is, well, still important, but price has made a resounding comeback.

Looking back, much of what passed for "new" marketing thinking in those heady days weren't so much revolutionary as unrealistic. Now it's back to basics, the most basic of all being brands.

Brands are a conservative force. Hovis, Stork, Kellogg's, Gillette, Schweppes, Colgate, Kodak and Hoover are all leaders in their UK market sector. And they were leaders back in 1933. A similar list could be compiled for the US.

The core of successful international branding, says consultancy Interbrand in its new review of international brands, is differentiation of product and brand personality, a clear identity helping brand recognition (see our new competition, right) reassurance for consumers through consistent quality and consistent support through advertising, promotion and distribution. …

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