INTRODUCTION TO WHAT BRANDS REALLY ARE ?
Lets take an example of an routine day to day life which will very well explain us importance of brands today.
It’s 8.30am and I m lacing up my Nike trainers ready for morning jog.
My Apple I pod is primed with a stash of backstreet boys tracks and there is a can of coke at the ready for when the thirst hits. In half an hour I’ll be back with new shampoo and conditioner at the ready.
I’ll shower and then head for town, I’ve got some shopping to do before I board the virgin plane taking me to my holiday destination that I booked through lastminute.com.
I’l grab a burger for lunch in McDonald’s or may be just enjoy coffee in café coffee day and eat later pizza hut.
One thing ‘s for certain: by the end of the day ,I’ll be exposed to a multitude of companies and celebrities, each one vying for attention and yelling in my ear “Choose me not her; choose us not them'.
Slogans,old and new, will tell me to ‘just do it’( for Nike) as I run around the field, that ‘I’ m lovin’ it’(McDonalds) as I eat burger or that drink I’ve just downed is ‘ the real thing’.
What is it about these businesses that grab my attention? Is it just price of their goods or services? Is it the product themselves?
The answer is a resounding ‘no’ on both counts. Some of these companies command a much higher price than rivals, yet still outsell them everyday.
And the products are not always better quality – often it is the same product with just a different label, glued or stitched in place when the factory bell rings and assembly line changes, is there a massive difference between a I pod and every other mp3 track, how can Taj charge so much for coffee when its thirst you re looking to quench, you can buy a cup of tea or coffee at most petrol stations?
Lets take an example of an routine day to day life which will very well explain us importance of brands today.
It’s 8.30am and I m lacing up my Nike trainers ready for morning jog.
My Apple I pod is primed with a stash of backstreet boys tracks and there is a can of coke at the ready for when the thirst hits. In half an hour I’ll be back with new shampoo and conditioner at the ready.
I’ll shower and then head for town, I’ve got some shopping to do before I board the virgin plane taking me to my holiday destination that I booked through lastminute.com.
I’l grab a burger for lunch in McDonald’s or may be just enjoy coffee in café coffee day and eat later pizza hut.
One thing ‘s for certain: by the end of the day ,I’ll be exposed to a multitude of companies and celebrities, each one vying for attention and yelling in my ear “Choose me not her; choose us not them'.
Slogans,old and new, will tell me to ‘just do it’( for Nike) as I run around the field, that ‘I’ m lovin’ it’(McDonalds) as I eat burger or that drink I’ve just downed is ‘ the real thing’.
What is it about these businesses that grab my attention? Is it just price of their goods or services? Is it the product themselves?
The answer is a resounding ‘no’ on both counts. Some of these companies command a much higher price than rivals, yet still outsell them everyday.
And the products are not always better quality – often it is the same product with just a different label, glued or stitched in place when the factory bell rings and assembly line changes, is there a massive difference between a I pod and every other mp3 track, how can Taj charge so much for coffee when its thirst you re looking to quench, you can buy a cup of tea or coffee at most petrol stations?