Under Standing Different Type of Brand Contract Requirement
A contract implies
constraints. The Brand concepts assume first of all that the various
function in the organization all converge: R& D, Production, methods,
logistics, marketing, and finance. The same is true of service brands:
as the R&D and production aspects are obviously irrelevant in this
case, the responsibility for ensuring the brands continuity and
cohesion pass to the management and staff, who play an essential role
in clientele relationships.
monitor the need and expectations of potential buyers. This is the purpose
of market research: both to optimize existing products and to discover
needs and expectations which have yet to be fulfilled;
Becoming aware that the brand is a contract also means taking up many other responsibilities which are all too often ignored. In the fashion market, even if creators wish to change after a while, they can not entirely forget about their brand contract, which helped them to get know initially, then recognized and eventually praised. This can indeed cause serious problem for international brand management, as different countries tend to perceive brands in different ways. Thus in Europe, polo by Ralph Lauren brand has changed its image significantly by launching the previous style of its products.
In theory, both the brands slogan and signature are meant to embody the brand contract . A good slogan is therefore often rejected by managing directors because it means too much commitment for the company and may back fire if the products / services do not match the expectations the brand has created so far.
Brand And Other Signs Of Quality
In many sectors brands coexist with quality signs. The food industry, for instance, is filled, besides brands, with quality seals, certificates of norm compliance and controlled origin and guarantees. The Proliferation of these other signs results from a double objective: to promote and to protect.
Origin (real Scotch whisky) are intended to protect a branch of agriculture
and products whose quality is deeply rooted in a specific location and
know how. The controlled origin guarantee capitalizes on a subjective
and cultural conception of quality, coupled with a touch of mystery
and of the areas unique character. It segments the market by refusing
the certification or origin to any goods that have not been produced
with in a certain area nor raised in the traditional way.
Quality seals are promotional tools. They convey different concepts of quality, which is both more industrial and scientific. In this respect, a given type of cheese, for example, involves objective know how, using a certain kind of milk mixed with selected bacteria, etc. Quality seals create a vertical segmentation, consisting of different levels of objectives quality. The issue here is not so much to present typical characteristics as to satisfy a stringent set of objective criteria, The legal guarantee of typically brought by a certified origin seal means more than a simple designation of origin, a mere label indicating where a product comes from, in that latter implies no natural or social specify although it may mislead the buyer in to thinking that there is one. Moreover, several modern cheeses makers deliberately mix up what is genuine and what is not, investing to build their own rustic, parochial imagery.
it is not legal under EU Regulations, they reinstated designations of
origin referring to a country. This did not prove fully reassuring since
it was soon heard that French cattle could have eaten not only local
grass but also contaminated organic extracts imported from the UK :
On an operational level, let us once again underline the fact that brands do not boil down to a mere act of advertising. They contain recommendations regarding the long term specificities of the products bearing their name, such as attractive prices, efficient distribution and merchandising, as well as identify building through advertising. It is easier for a small company to earn a quality seal for one its products through strict efforts on quality, than it is to under take the grueling task of creating a brand, which requires so many financial human, technical and commercial resources. Even with out an identify , the small companys product can thus step out of the ordinary , thanks in part to the legal indicators of quality.
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