I ask this question because I’ve noticed that brands seem to have a finite life span. If you go in to a low-end retailer like KMART, you will notice something interesting: in the clothing dept., you will find cheaply made items bearing brand names that were once highly respected, high-quality brands, For example, I saw brands like Laguna (shorts), Thom McAnn (shoes), and ARROW (shirts). Years ago, these were brands that you would see in high-end stores like MACY’s of FILENES. Now, as I say, the names are put on shoddy, low-end merchandise made in 3rd world sweatshops.
So,perhaps 20 years from now ARMANI will be seen in WALMART! You would think that marketers would retire these brand names…instead, they sell them cheap! :wally
They didn’t handle their brand identity properly. For every “failed” brand name there are probably five who did it right and have respect associated with it.
Just cause a brand name isn’t worth as much as it used to be doesn’t mean it’s worthless.
Yes. A successful brand name is a valuable barrier of entry that can help keep new competitors out of the market. For example, you develop your own soft drink, and it’s a good product. Unfortunately, you have to make your brand of soda as well known as Coke and Pepsi. Think about how much marketing money it would take to accomplish this on a national level. Most small, new companies don’t have this sort of cash.
You see the phenomenon a lot with audio and video equipment. In the 1960s and early 1970s, Fisher was considered an high-end, audiophile brand. In the 1980s and 1990s, Fisher equipment was marketed and sold as being just above lowest-of-the-low brands like Soundesign and Yorx. A couple other brands that in recent years fell in prestige, although not to the extent of Fisher, are Harmon-Kardon and Denon; still considered high-quality, but not high-end or as exclusive as in the past.
Some brands have reputations that have been improving. Sony started off as a low-end Japanese electronics company; now, their products are solidly placed at the upper part of the middle end. Samsung appears to be heading in the same direction.
What drink would you like?
Orangeade.
Huh?
Orangeade, it’s fizzy orange juice.
Oh you mean fanta.
Yes :rolleyes: