Re: UKNM: Jungle Bailout?

[tim moore]

I think we have a crossed wire here in what the definition of a brand is.

If

one describes a brand as all of the physical and emotioanl attachements that

a

thing has, then the product - what the thing actually does and is made of is

only part of the brand.  I go back to classic cars.  The product, a heap of

old

rusting nuts and bolts that will probobaly break down before it gets you

down to

the shops, does not score great points in the getting you from A to B

coloum.

But becuase it's a D Type Jag it scores massive points on the style and

emotional attachment front.  Result, Jaguar is a very stron brand.


Brand = emotional plus physical (product) attributes


It is possible (although only under certain circumstances) for the product

to be

crap (clapped out old motor), but the brand to be extremely strong.  IMHO


Tim


Michael Reidy wrote:


> There are several other issues involved in these examples. Aspiration;

> having something that others can't have; nostalgia, etc. Yes - all related

> to brand, but not THE brand. My point was that it was the quality of the

> product that made the brand, not the other way round.

>

> Building a brand without a quality product (or service) only lasts until

the

> orders are delivered (or not).

>

> MR

>

> Michael Reidy

> Marketing Director & Online Media

> Bespoke Publications Ltd

> 7 Eastgate

> Banstead

> Surrey SM7 1RN

> England

> T. + 44 (0)1737 215200

> F. + 44 (0) 1737 356433

>

>                 -----Original Message-----

>

From: tim moore [tmoorevoila [dot] net (mailto:tmoorevoila [dot] net)]

>                 Sent:   Tuesday, September 05, 2000 1:57 PM

>

To: uk-netmarketingchinwag [dot] com

>                 Subject:        Re: UKNM: Jungle Bailout?

>

>                 Perrier

>

>                 The stuff comes out of a tap, Michael.  So why do people

pay

> for it in a

>                 bottle.

>

> [Sam says: msg chopped]



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