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Topic : How to build a brand
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Brand or value

Created by : Saravanan Rajenan, PR & Media Relations Manager, Mudra Communications  | 02 25 2009 04:45:40 +0000
Industry : Advertising/PR/MR/EventsFunctional Area : Branding(Sales & Marketing)
Keywords : brand value
Activity:  393 views;  last activity : 07 06 2010 20:18:09 +0000

Is it the brand or the value that matters?

  
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Brand Vs Value
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nope i dont agree with Arvinds argument on this because Xerox didnt fail for lack of values. Xerox failed because of its pricing and perceived brand value. Because it was an innovator in the category, it took the liberty of taking the customer for granted by charging a premium for its machine at a time hen competition was catching up both in terms of price and quality.

This too was ok for some time till the american and jap brands like HP and Sharp stepped into the picture. They gave much the same quality at roughly half the price. Plus they also brought in different types of machines based on the documenting needs of the consumers and integrated it successfully to both microsoft and apple OS platforms. Whereas there were a lot of integration problems with the Xerox software to a MAC and IBM machine.

I would sum up Xerox failure as a brand purely to its lack of keeping ground to the ear approach.
By Jaygopal Raghavan, Marketing Manager, Landmark Group  03 05 2009 15:50:08 +0000
 
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A brand can only be created if it is seen giving the value back to the consumer or the cusotmer otherwise it can even fail the most popular example is of a company called Xerox.
By Arvind Shastry, PR & Media Relations Manager, Ogilvy & Mather  02 25 2009 04:49:33 +0000
Arguments in: "Brand or value"
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When you make any product into brand, an invisible equity gets attached with it this is much bigger than the sale of brand this is value. Example Cola is product, Coke is the Brand, $ 60 billion is the value. The objective of any branding exercise is to increase this value from the earlier value, that is value addition.

Coke is World's No 1 brand, 3 times more than its sales.


By Shiuli Mukherji, Head Strategy Plan- , Region SEA  | 05 26 2009 02:55:33 +0000
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Brand represents the glory, the value and the attributes that reflect the company and its mission! How can brand not be the core of the existence? Brand is a single psynonym for all the VALUES that the company stands for along with the people who work for it!

Would you enter a shop that has all the exciting things that you want to buy and not know what it stands for? You see a TV and it does not have a name, what would your first reaction be? It says made in china / japan / korea or whatever would you whip out your wallet and pay up?? The value of the place of manufacturing is there for you to see right?? So, in more ways than one unless you do not have a FACE that shows I think understanding what you stand for in terms of values is very difficult indeed!

I am Makrand Bhave... But I have no photograph. So maybe I look like a pencil or eraser or a cracked TV screen!!! I have my values intact because you are reading what I write... but unless my face is not known would you consider giving me a job just like that???

I need a FACE to represent me!

:))
By Makrand Bhave, Marketing & MICE, WIZCRAFT International  | 05 14 2009 03:50:43 +0000
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Hi all. Brand & Value - two sides of a Coin, can not be separated. Without value NO BRAND can be BRAND, EVEN it has a NEGATIVE Value it has to be.

Now the Value - How you attached a Value if there is NOTHING attached?

For me question is not very interesting. Sorry for it.

 
By Bavin , Stratergic  | 05 13 2009 13:40:45 +0000
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VIDEOCON, is the example that comes to my mind!! The way the product was positioned had put the thought in the consumers mind about its eventual costs, but the BRAND managed to 'WOW' the consumer at the shop level!! The brand not only lived upto its expectations but went beyond the dreams of a certain level of the mass and became a household name!!

Its definitely brand first!!
By Makrand Bhave, Marketing & MICE, WIZCRAFT International  | 04 20 2009 06:58:05 +0000
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Sometimes brands are created to show the standard of living of the people. And hence they create the brands.
By Parth Singh, PR & Media Relations Manager, J Walter Thompson  | 02 25 2009 04:48:16 +0000
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Brand is created when there are some attributes which no other thing possess. And people who beleive in those attributes create the brand so I think it is the brand that matters.
By Saravanan Rajenan, PR & Media Relations Manager, Mudra Communications  | 02 25 2009 04:45:40 +0000
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For me it always value. But anlysing value & its evalution is itself a science & without proper technology, tools & knowledge it is always difficult to ascertain the value. Thus for a quick decision barnd sometimes get preference due to acknowledgement of many satisfactions.


By Biranchi Narayan Acharya, Chief Manager (Projects), Simplex Infrastructures Ltd  | 10 15 2009 10:25:48 +0000
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You are right Jaigopal, Brand is nothing nut a reflection of the value. The value which the company provides for the money every time and everywhere. Therefore, it is brand which is more important.
By Ayan Choudhury, Sr/Principal Corespondent, Leading media House  | 04 08 2009 07:24:55 +0000
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Most certainly its values. A brand is nothing but a reflection of its values. When you say "Hamara Bajaj", you are communicating the emotional empathy of millions who have embraced a bajaj two wheeler and are satisfied with that experience.

Similarly when KFC says Finger lickin good - it is communicating the ultimate authority of the customer who would lick his finger after eating a fried chicken because the taste was good. Here the value proposition for the brand arises from a customer experience or satisfaction.

Values will any day matter in a tight contest to win the customers attention because it is the values that have the ability to touch the emotional cord in a customer and win over new loyals. Today Nokia has stood the test of time in a world full of mobile phone manufacturers only because of its values of providing the best quality and living upto that promise.
By Jaygopal Raghavan, Marketing Manager, Landmark Group  | 03 05 2009 15:43:17 +0000
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