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What Is a a Brand?
Brand management in large company has fallen victim to its own success. Aimed at maintaining a comfotable status quo, short termism, risk aversion and bureaucracy seemed to have displaced long term vision, innovative thinking and a killer instinct the very ingredients responsible for the rise to success of the magabrand. Another things is the premiun price charged for the branded goods. Recent studies show that greater price differential between branded goods and the retailers own brand. The better own brand label perform.
IN conclusion, let us return to the original question : Is the age of branding over ? and do brands have a future ? The answer lies in the extent to which brand management meets the challenges of the new basics of brand building- the practices that aim to outperform competing offerings by giving the consumer a better deal, a superior value at a competitive price. Failing that, the future will belong to the more efficiebt price discounters and no-frill marketers.
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