abhishreshthaa
Abhijeet S
Brand as organization: The brand as organization perspective focuses on attributes of the organization rather than those of the product or service. The people, culture, values and programs of the company create such organization attributes as innovation, a drive for quality and concern for the environment.
Some brand aspects can be described as product attributes in some contexts and organizational attributes in other contexts.
Quality or innovation, for instance could be a product-related attribute if it is based on the design and features of a specific product offering while if it is based on the organizational cultures values and programs it would be an organizational-related attribute. In some cases there can be a combination of the two perspectives. However organizational attributes are more enduring and more resistant to competitive claims than are product attributes because:
1. It is much easier to copy a product than to copy an organization with unique people, cultures and programs.
2. Organizational attributes usually apply to a set of product classes and a competitor in only one product class may find difficult to compete.
3. Organizational attributes such as being innovative are hard to communicate and evaluate it is difficult for competitors to demonstrate that they have overcome any perceived gap.
Some brand aspects can be described as product attributes in some contexts and organizational attributes in other contexts.
Quality or innovation, for instance could be a product-related attribute if it is based on the design and features of a specific product offering while if it is based on the organizational cultures values and programs it would be an organizational-related attribute. In some cases there can be a combination of the two perspectives. However organizational attributes are more enduring and more resistant to competitive claims than are product attributes because:
1. It is much easier to copy a product than to copy an organization with unique people, cultures and programs.
2. Organizational attributes usually apply to a set of product classes and a competitor in only one product class may find difficult to compete.
3. Organizational attributes such as being innovative are hard to communicate and evaluate it is difficult for competitors to demonstrate that they have overcome any perceived gap.