RE: UKNM: Jungle Bailout?

[Tony Newland]

How about Ratners? Was the jewelery any more/less "crap" than when that

wonderous and enlightening quote was made?


> Tony Newland

> Advertising & Sponsorship Manager

> Rainbow Network Plc

> phone: 0207 278 1105

> fax: 0207 713 7732

> web: http://www.rainbownetwork.com

>

> Any opinions expressed in this message are those of the author only and do

not necessarily represent the views of RAINBOW NETWORK PLC.

>

>



-----Original Message-----

From: tim moore [

tmoorevoila [dot] net (mailto:tmoorevoila [dot] net)

]

Sent: 05 September 2000 16:02

To:

uk-netmarketingchinwag [dot] com

Subject: Re: UKNM: Jungle Bailout?



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


[Sam says: msg chopped]



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