IT is becoming more and more difficult for a manufacturer to make his product look different from those of his competitors. Many products of a type look so much alike at first sight that it is not easy to identify who made them or from what country they originated. In addition, when blind tests have been applied to some beers, cigarettes and some food products, research has shown that consumers are generally unable to identify their favourite brands because the intrinsic differences in flavour are not significant. The importance of acceptable brand names and trade names to successful marketing programmes assumes, therefore, particular importance. Of course, an ingenious brand name by itself is not likely to guarantee success; it is necessary to ensure that the product carrying the brand name offers some benefit to consumers which they are not already enjoying from competitive products on the market. Increased satisfaction, which may be economic, physical, psychological, or a blend of these attributes, could include a promise of superior performance, ease in handling, more attractive and convenient packaging, lower price, etc. Brands acquire significance, therefore, through product performance. They may be bought initially as the result of well-devised advertising, pricing,
Journal of Management Studies – Wiley
Published: Oct 1, 1974
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