Why Is It Worthwhile?---The strategies of Branding the

Why Is It Worthwhile? ---The strategies of Branding the Product

1

Why Is It Worthwhile?

---The strategies of Branding the Product.

Betty Ho(何佩憬)

Class 201

National Hsinchu Girls’ Senior High School

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2

I. Introduction

In early days, most of the corporations and business companies in Taiwan

didn’t care much about setting up their own name brands while the enterprises in

other countries, mostly the western countries, were making every effort and

grabbed every chance to introduce their own name brands to the world. For

example, now people all over the world think of Coca Cola when they want to get

a soda to drink, which is a clear proof that what they did in the past decades has

a lot to show for it. Being aware of the value of a well-known name brand and the

considerable profit it can make, more and more corporations and business

companies in Taiwan are putting emphasis on establishing name brands and

making them well known to people. Therefore, in addition to the production of

goods, how to popularize one’s own name brand, or marketing, is also becoming

the major concern for many businesses. Just as what Philip Kotler said in Kotler

on Marketing “In the coming decade marketing will be reengineered from A to Z.





3

There is little doubt that markets and marketing will operate on quite different

principles in the early years of the twenty-first century.”1

In order to gain more profit, a company should understand the fascination,

power and effect of a successful name brand. Why do people like it? How can it

influence a company? Why is it so worthwhile? These are what many

entrepreneurs are intently discussing now. They know very well that the next few

decades will be the era of name brands. The one who succeeds in setting up a

well-known name brand with high popularity will turn out to be the winner.

However, to establish one’s own name brand is never an easy task. It takes

efforts and sharp insight. This essay is going to discuss the various strategies to

do it successfully.

II.Thesis





4

1. The definition of brand and branding

In the book Marketing Management, Philip Kotler defined “brand” as “a name,

term, design, symbol, or any other feature that identifies one seller's goods or

service as distinct from those of other sellers.” But the definition published by

Philip Kolter was thought to be a more traditional view on the word “Brand”2.

Then in 1998, three American management consultants, Sam Hill, Jack

McGrath and Sandeep Dayal, defined “branding” as “creating a mutually

acknowledged relationship between the supplier and buyer that transcends

isolated transactions or specific individuals. This is an admittedly difficult task.

But those organizations that have successfully adopted this approach have

achieved superior and sustainable share and price premiums, even in the most

adverse of markets. ”3





5

Indeed, different people may have different ideas about “brands” or

“branding”, but the most appropriate definition might be from Wikipedia, “Brands

were originally developed as labels of ownership: name, term, design, and

symbol. However, today it is what they do for people that matters much more,

how they reflect and engage them, how they define their aspiration and enable

them to do more. Powerful brands can drive success in competitive and financial

markets, and indeed become the organization’s most valuable assets.”4

2. More than just a product

Nowadays, there are more and more options for consumers in the

marketplace. Take the toothpaste for example; a consumer in the supermarket

will have more than ten different brands of toothpaste to choose from, and now

comes the question---which one will the consumer choose? Why does he choose

it? The reasons may be the advertisement he recently saw on TV, the suggestion





6

from one of his friends, or even simply the appearance of the merchandise.

Anyway, a consumer tends to choose the product that he trusts, he knows, and

the one that he has some knowledge about. In other words, a consumer’s

impressions of the product play a very important role in the consumer’s decision.

It also means that without a well-known brand name, a company can hardly

make profit from a product even though it has high quality.

3. What is in a name?

A name brand contains many elements; among them, the concept is the

most important. We may even say that the concept is the spirit and soul of a

name brand. It is a promise, an agreement between the supplier and the

consumers, which helps to make people understand your product, and then trust

in it, thinking it is different from all the other competitors. The concept will be

reflected in the appearance and characteristics of a product. Even the person





7

who endorses the product will have to fit in with the concept. With only one of

these failing to meet the standard, everything will be ruined, and the promise is

broken. In other words, the concept means everything. To build the concept of a

name brand, a lot of things have to be taken unto consideration, such as

consumers’ values, the trend of the market, the major rivals’ strategies, and the

capability of the company. After the concept is built, it still needs to be examined

and checked strictly and constantly to make sure nothing that is not in accord

with the concept exists. In short, a company has to build a concept for its name

brand, and then stick to it.

4. Branding

There are many factors that can make a name brand more remarkable than

others. We may even say that a successful name brand will never be complete

without any of these factors. When a company is trying to make its brand name





8

well-known to people, the first step is to have an understanding of humanity. All

the strategies should be based on the concept of the product and then take

humanity into consideration. These strategies can be put into six categories.

4.1 Visual strategy

People are easily influenced by their impressions of a product when they are

shopping. Therefore, it is necessary for the product to have eye-catching

appearance so that the consumers can notice it easily. In addition to an attractive

look, a well-designed logo and front of the product are also essential. What’s

more, a spokesperson that suits the concept of the name brand is required. It can

be a fictitious character, which has its own personality and can be identified with

by the consumers. The advantage of a fictitious character is that, in contrast with

a real person, it won’t change as time passes by. The main purpose of visual

strategy is to arouse in consumers a special feeling for your name brand. That is,





9

a good visual strategy should be able to make a deep impression on the potential

consumers.

4.2 Aural strategy

Through the advertisement on television, people can get the message of a

name brand easily, so having an exclusive theme song and slogan is necessary.

A commercial slogan should fit your concept and convey the features of your

product to the viewers. This will not only make your advertisement more effective

but also make the consumers choose your product over the other competitors.

4.3 Branding through the Internet

Nowadays, everything is on the Internet. By using the new technology, all

the information can be spread in a click, so can the advertisement of a name





10

brand. What’s more, providing service through the Internet has become another

trend now. Therefore, setting up a website is increasingly important for a

company. In this way, the consumers can make their comments on the product

immediately on the Internet, which makes branding even faster and more

convenient.

4.4 Public recognition

Besides one-way broadcast advertising, a name brand needs public

recognition as well. The public recognition can be in the form of an interview from

a famous magazine or praise from one of your consumers. Sometimes they will

be more convincing than a boastful advertisement. So if a name brand wants to

expand its market, it should grasp the mechanism of public recognition.

According to Everett M. Rogers in his 1962 book, Diffusion of Innovations, the

most influencetial channel to popularize a new product and convey the concept





11

of the brand to the society “ was not from some broadcast medium, but down an

echelon of levels, from a small number of "early adopters" to a larger number of

"secondary adopters", and from them to "tertiary adopters", then to "quaternary

adopters", etc. There was also lateral influence within each level. Broadcast

messages could reinforce the propagation from one adopter level down to the

next, but lower levels are unlikely to respond until the level above them has

adopted. It found that people were more likely to adopt, or even consider

adopting, if people they know and respect have adopted. Imitation is the

strongest influence channel. Therefore, the most effective marketing strategy is

to first sell to the early adopters, and then reinforce the diffusion to each

successive level, but not to waste resources on trying to reach any given level

before it is ready for it.” 5

4.5 The involvement in public welfare





12

Involvement in public welfare can enhance the image of a name brand. A

public-minded enterprise will make a better impression on consumers than

enterprises that only care about profit. Generally speaking, people will not

support an enterprise or its name brand if it doesn’t do anything for the society. It

is believed that nowadays if an enterprise wants to be long conducting, showing

concern for public welfare is a must. In Europe, how deeply an enterprise is

involved in public welfare can even influence the price of its stock. So we can say

that doing public welfare is not only a good way to repay society but a good way

to gain public attention.

4.6 The development and innovation

No matter how popular a name brand is now, it will become out of date

without innovation and further development. It has to keep introducing something

new to its consumers. One of the good examples is Swatch, “From 1970s to





13

1983, swiss watch manufacturers failed one after another, their market share

declined from 30% to 9%, while Japanese watches kept prospering. At that time,

it was Swatch that saved swiss watches from breaking down. It changed the

high-class images of Swiss watches into a young and fashion one, which is a

great example of business transformation. Since then, Swiss watches have

started to get its position back. ”6 The strategy that Swatch has adopted to

maintain its popularity is to keeping introducing new designs to the market. But

what matters most is that all the development and innovation should be in accord

with the concept. A name brand that changes its image and concept will make

consumers confused, and then lose their support.

5. The crisis

The odds will not always be in favor of a name brand. When faced with

business difficulties, the first thing for a company to do should be to find out the





14

reason why your consumers are not satisfied. Following are two main reasons

that may cause a name brand to fall into disfavor with its consumers.

5.1 The product that is not in accord with the concept

When introducing a new product to the market, a company can hardly

predict the reaction from consumers. Even a very popular name brand can

encounter an unexpected problem. For instance, “In 1985, Coca Cola

announced to the world that they were going to replace their old formula with a

new one. At first, consumers’ reactions were quite good. However, they were

soon followed by suspicion and criticism. In contrast, Coca Cola’s long-standing

rival, Pepsi, grabbed the chance to strike Coca Cola. The event has still had

some effect on Coca Cola until now.”7 When faced with a problem like that, a

company has to stop producing the new product immediately.





15

In fact, Coca Cola is not the only company that has been in a crisis. Before

introducing a new product to the market, a company should examine its product

carefully to make sure it is in accord with the concept of the brand.

5.2 The boredom

Another reason that causes a name brand to fail is boredom. Even though

consumers’ comments are quiet good today, nobody can guarantee that they will

still love this name brand tomorrow. Once consumers’ preference changes, the

company has to make some switches immediately. If consumers think a name

brand is out of date and does not meet their expectations, they may stop buying

its products.

6. Ways to maintain the popularity of a name brand.





16

6.1 The precautions

A company has to understand why its consumers are not satisfied with the

products. However, the surprising thing is that “Although they are not satisfied,

only 50% of the consumers will make a formal complaint to the company, so if

there is one consumer complaining, that means actually there are twenty

consumers feeling unsatisfied.”8 What’s more, “An unsatisfied consumer is going

to tell other 15 people about his feeling on average!”9 However, if a company can

find some ways to cope with the difficulty, the image of the name brand may

become stronger and better than before. No matter what kind of difficult situation

a company is in, it should never give up. On the other hand, when the company

is prospering, it should not forget that pride comes before a fall; it still has to work

hard.





17

6.2 Always making consumers satisfied

Consumers’ comments and requests must always be given the top priority.

Through consumers’ comments, a company can get a good idea of how

consumers think of the product. No matter how much marketing share a

company has, if it does not care about people’s opinions and the world trend, it

will lose its competitive strength sooner or later. Making every consumer satisfied

is much more important than getting a large number of new consumers in great

haste.

Besides, even though sometimes consumers’ requests may sound

unreasonable, remember the golden rule in the market, “The consumers are

always right.” Although it may not be easy to practice the rule at the moment, a

company should still try its best to keep the consumers satisfied. If the company

doesn’t do it, its rivals certainly will. If a company chooses to ignore its





18

consumers’ request, it will lose its entire share of the market one day.

6.3 The special treat for regular customers

When people have long been supporting the products of a name brand but

do not get any “feedback” from the supplier, they will gradually lose their interest

in the product. That’s why the company should hold some activities to repay its

regular customers and make them feel privileged. These activities should be

aimed at the consumers that can help you make the most profit while providing

them with the best service. They can be some special service or treat that can

help you sell more or show your appreciation for their long support.

6.4 Expanding the name brand

Many companies will develop their own sub-brands so that they can expand





19

their market at less risk. And when the sub-brand fails, it will not cause direct

harm to the main brand. Take the Procter & Gamble (P&G) for example, people

may not have heard of P&G, but everybody knows its sub-brands, such as

Pantene, Head &Shoulder (H&S), Olay, etc. 10 P&G not only managed to sell new

products in the market by building up new sub-brands but also put emphasis on

listening to consumers’ comments and getting more involved in public welfare,

which is a very successful strategy. What’s more, with a sub-brand, a fashion

company can even start to run food products business. From this, we can

conclude that developing sub-brands is also a good way for a company to make

more profit. Sometimes a company will even develop a sub-brand with low-priced

products in order to beat its rivals. Even though the sub-brand will cause harm

not only to its competitors but also to itself, a company will still do it to achieve

the goal of protecting the main brand.

7. About fakes





20

Once a name brand becomes popular, there will be some other companies

that want to imitate it. It is very difficult to prevent and stop this from happening.

When facing this problem, a company should be more forgiving. People will not

imitate a name brand with poor popularity; it can be regarded as a kind of

compliment. In fact, a name brand should even be worried if there is no one

imitating its product. A name brand that always creates new products and leads

all the other name brands does not need to worry too much. After all, the moment

the fakes appear, they have already got out of date since by that time the original

name brand will have already created something even better.

III. Conclusion

We may conclude from the above essay that the true value of a name brand

lies in its concept, and the concept of a name brand should be based on what





21

consumers need, namely, the humanity. Setting up a great name brand with a

fine concept can help a company make more profit. There are many ways to

introduce a company’s name brand to the consumers, and with those branding

strategies, its name brand can be more remarkable than its rivals’. A successful

name brand can build a strong bond between the supplier and its customers. Of

course, this is never an easy task. What’s more, there are various reasons that

may lead a name brand to a setback as we just mentioned above. But if a

company always cares about consumers’ needs and keeps up with the trend of

the world, the image of the name brand will be improved, and the name brand

may overcome the difficulties faster. A company can also take some precautions

before a problem really happens.

To sum up, branding may take lots of patience and efforts, but with sharp

insight and bright strategies, a company can catch up with the world trend and

stay prosperous in the era of name brand.





22

IV. References

1. Kotler, Philip Kotler on Marketing, 1999 all about branding.com

http://www.allaboutbranding.com/index.lasso?article=113 “

The Ultimate Book of Business Brands: Insights from the world’s 50 greatest

brands Des Dearlove, Stuart Crainer,1999 2008/01/25

2. Kotler, Philip Marketing Management, Pearson Education, 2006

3. strategy+business http://www.strategy-business.com/press/16635507/16333

2007/01/25

4. Wikipedia http://en.wikipedia.org/wiki/Brand 2008/01/14

5. Wikipedia http://en.wikipedia.org/wiki/Diffusion_of_innovations 2008/02/25

6. 《黃金品牌成功術》,蘇西亞譯 Des Dearlove& Stuart Crainer著,The ultimate

book of business brands: insights from the world’s 50 greatest brands by 初

版台北市:時報文化 1999年 p.41, 42


http://www.allaboutbranding.com/index.lasso?article=113

http://www.strategy-business.com/press/16635507/16333

http://en.wikipedia.org/wiki/Brand

http://en.wikipedia.org/wiki/Diffusion_of_innovations




23

7. 《黃金品牌成功術》蘇西亞譯 Des Dearlove& Stuart Crainer著,The ultimate

book of business brands: insights from the world’s 50 greatest brands台北市:

時報文化 1999年初版 p.109, 110

8. 《正太的黃金御飯團》陳惠莉譯高橋朗著台北:如何出版社有限公司 2006 年

p.74

9. 《正太的黃金御飯團》陳惠莉譯高橋朗著台北:如何出版社有限公司 2006年

p.74

10. 黃文博。《品牌，原來如此!》台北市:經濟新潮社民國94 P.95





1

Why Is It Worthwhile?

---The strategies of Branding the Product.

Betty Ho(何佩憬)

Class 201

National Hsinchu Girls’ Senior High School





2

I. Introduction

In early days, most of the corporations and business companies in Taiwan

didn’t care much about setting up their own name brands while the enterprises in

other countries, mostly the western countries, were making every effort and

grabbed every chance to introduce their own name brands to the world. For

example, now people all over the world think of Coca Cola when they want to get

a soda to drink, which is a clear proof that what they did in the past decades has

a lot to show for it. Being aware of the value of a well-known name brand and the

considerable profit it can make, more and more corporations and business

companies in Taiwan are putting emphasis on establishing name brands and

making them well known to people. Therefore, in addition to the production of

goods, how to popularize one’s own name brand, or marketing, is also becoming

the major concern for many businesses. Just as what Philip Kotler said in Kotler

on Marketing “In the coming decade marketing will be reengineered from A to Z.





3

There is little doubt that markets and marketing will operate on quite different

principles in the early years of the twenty-first century.”1

In order to gain more profit, a company should understand the fascination,

power and effect of a successful name brand. Why do people like it? How can it

influence a company? Why is it so worthwhile? These are what many

entrepreneurs are intently discussing now. They know very well that the next few

decades will be the era of name brands. The one who succeeds in setting up a

well-known name brand with high popularity will turn out to be the winner.

However, to establish one’s own name brand is never an easy task. It takes

efforts and sharp insight. This essay is going to discuss the various strategies to

do it successfully.

II.Thesis





4

1. The definition of brand and branding

In the book Marketing Management, Philip Kotler defined “brand” as “a name,

term, design, symbol, or any other feature that identifies one seller's goods or

service as distinct from those of other sellers.” But the definition published by

Philip Kolter was thought to be a more traditional view on the word “Brand”2.

Then in 1998, three American management consultants, Sam Hill, Jack

McGrath and Sandeep Dayal, defined “branding” as “creating a mutually

acknowledged relationship between the supplier and buyer that transcends

isolated transactions or specific individuals. This is an admittedly difficult task.

But those organizations that have successfully adopted this approach have

achieved superior and sustainable share and price premiums, even in the most

adverse of markets. ”3





5

Indeed, different people may have different ideas about “brands” or

“branding”, but the most appropriate definition might be from Wikipedia, “Brands

were originally developed as labels of ownership: name, term, design, and

symbol. However, today it is what they do for people that matters much more,

how they reflect and engage them, how they define their aspiration and enable

them to do more. Powerful brands can drive success in competitive and financial

markets, and indeed become the organization’s most valuable assets.”4

2. More than just a product

Nowadays, there are more and more options for consumers in the

marketplace. Take the toothpaste for example; a consumer in the supermarket

will have more than ten different brands of toothpaste to choose from, and now

comes the question---which one will the consumer choose? Why does he choose

it? The reasons may be the advertisement he recently saw on TV, the suggestion





6

from one of his friends, or even simply the appearance of the merchandise.

Anyway, a consumer tends to choose the product that he trusts, he knows, and

the one that he has some knowledge about. In other words, a consumer’s

impressions of the product play a very important role in the consumer’s decision.

It also means that without a well-known brand name, a company can hardly

make profit from a product even though it has high quality.

3. What is in a name?

A name brand contains many elements; among them, the concept is the

most important. We may even say that the concept is the spirit and soul of a

name brand. It is a promise, an agreement between the supplier and the

consumers, which helps to make people understand your product, and then trust

in it, thinking it is different from all the other competitors. The concept will be

reflected in the appearance and characteristics of a product. Even the person





7

who endorses the product will have to fit in with the concept. With only one of

these failing to meet the standard, everything will be ruined, and the promise is

broken. In other words, the concept means everything. To build the concept of a

name brand, a lot of things have to be taken unto consideration, such as

consumers’ values, the trend of the market, the major rivals’ strategies, and the

capability of the company. After the concept is built, it still needs to be examined

and checked strictly and constantly to make sure nothing that is not in accord

with the concept exists. In short, a company has to build a concept for its name

brand, and then stick to it.

4. Branding

There are many factors that can make a name brand more remarkable than

others. We may even say that a successful name brand will never be complete

without any of these factors. When a company is trying to make its brand name





8

well-known to people, the first step is to have an understanding of humanity. All

the strategies should be based on the concept of the product and then take

humanity into consideration. These strategies can be put into six categories.

4.1 Visual strategy

People are easily influenced by their impressions of a product when they are

shopping. Therefore, it is necessary for the product to have eye-catching

appearance so that the consumers can notice it easily. In addition to an attractive

look, a well-designed logo and front of the product are also essential. What’s

more, a spokesperson that suits the concept of the name brand is required. It can

be a fictitious character, which has its own personality and can be identified with

by the consumers. The advantage of a fictitious character is that, in contrast with

a real person, it won’t change as time passes by. The main purpose of visual

strategy is to arouse in consumers a special feeling for your name brand. That is,





9

a good visual strategy should be able to make a deep impression on the potential

consumers.

4.2 Aural strategy

Through the advertisement on television, people can get the message of a

name brand easily, so having an exclusive theme song and slogan is necessary.

A commercial slogan should fit your concept and convey the features of your

product to the viewers. This will not only make your advertisement more effective

but also make the consumers choose your product over the other competitors.

4.3 Branding through the Internet

Nowadays, everything is on the Internet. By using the new technology, all

the information can be spread in a click, so can the advertisement of a name





10

brand. What’s more, providing service through the Internet has become another

trend now. Therefore, setting up a website is increasingly important for a

company. In this way, the consumers can make their comments on the product

immediately on the Internet, which makes branding even faster and more

convenient.

4.4 Public recognition

Besides one-way broadcast advertising, a name brand needs public

recognition as well. The public recognition can be in the form of an interview from

a famous magazine or praise from one of your consumers. Sometimes they will

be more convincing than a boastful advertisement. So if a name brand wants to

expand its market, it should grasp the mechanism of public recognition.

According to Everett M. Rogers in his 1962 book, Diffusion of Innovations, the

most influencetial channel to popularize a new product and convey the concept





11

of the brand to the society “ was not from some broadcast medium, but down an

echelon of levels, from a small number of "early adopters" to a larger number of

"secondary adopters", and from them to "tertiary adopters", then to "quaternary

adopters", etc. There was also lateral influence within each level. Broadcast

messages could reinforce the propagation from one adopter level down to the

next, but lower levels are unlikely to respond until the level above them has

adopted. It found that people were more likely to adopt, or even consider

adopting, if people they know and respect have adopted. Imitation is the

strongest influence channel. Therefore, the most effective marketing strategy is

to first sell to the early adopters, and then reinforce the diffusion to each

successive level, but not to waste resources on trying to reach any given level

before it is ready for it.” 5

4.5 The involvement in public welfare





12

Involvement in public welfare can enhance the image of a name brand. A

public-minded enterprise will make a better impression on consumers than

enterprises that only care about profit. Generally speaking, people will not

support an enterprise or its name brand if it doesn’t do anything for the society. It

is believed that nowadays if an enterprise wants to be long conducting, showing

concern for public welfare is a must. In Europe, how deeply an enterprise is

involved in public welfare can even influence the price of its stock. So we can say

that doing public welfare is not only a good way to repay society but a good way

to gain public attention.

4.6 The development and innovation

No matter how popular a name brand is now, it will become out of date

without innovation and further development. It has to keep introducing something

new to its consumers. One of the good examples is Swatch, “From 1970s to





13

1983, swiss watch manufacturers failed one after another, their market share

declined from 30% to 9%, while Japanese watches kept prospering. At that time,

it was Swatch that saved swiss watches from breaking down. It changed the

high-class images of Swiss watches into a young and fashion one, which is a

great example of business transformation. Since then, Swiss watches have

started to get its position back. ”6 The strategy that Swatch has adopted to

maintain its popularity is to keeping introducing new designs to the market. But

what matters most is that all the development and innovation should be in accord

with the concept. A name brand that changes its image and concept will make

consumers confused, and then lose their support.

5. The crisis

The odds will not always be in favor of a name brand. When faced with

business difficulties, the first thing for a company to do should be to find out the





14

reason why your consumers are not satisfied. Following are two main reasons

that may cause a name brand to fall into disfavor with its consumers.

5.1 The product that is not in accord with the concept

When introducing a new product to the market, a company can hardly

predict the reaction from consumers. Even a very popular name brand can

encounter an unexpected problem. For instance, “In 1985, Coca Cola

announced to the world that they were going to replace their old formula with a

new one. At first, consumers’ reactions were quite good. However, they were

soon followed by suspicion and criticism. In contrast, Coca Cola’s long-standing

rival, Pepsi, grabbed the chance to strike Coca Cola. The event has still had

some effect on Coca Cola until now.”7 When faced with a problem like that, a

company has to stop producing the new product immediately.





15

In fact, Coca Cola is not the only company that has been in a crisis. Before

introducing a new product to the market, a company should examine its product

carefully to make sure it is in accord with the concept of the brand.

5.2 The boredom

Another reason that causes a name brand to fail is boredom. Even though

consumers’ comments are quiet good today, nobody can guarantee that they will

still love this name brand tomorrow. Once consumers’ preference changes, the

company has to make some switches immediately. If consumers think a name

brand is out of date and does not meet their expectations, they may stop buying

its products.

6. Ways to maintain the popularity of a name brand.





16

6.1 The precautions

A company has to understand why its consumers are not satisfied with the

products. However, the surprising thing is that “Although they are not satisfied,

only 50% of the consumers will make a formal complaint to the company, so if

there is one consumer complaining, that means actually there are twenty

consumers feeling unsatisfied.”8 What’s more, “An unsatisfied consumer is going

to tell other 15 people about his feeling on average!”9 However, if a company can

find some ways to cope with the difficulty, the image of the name brand may

become stronger and better than before. No matter what kind of difficult situation

a company is in, it should never give up. On the other hand, when the company

is prospering, it should not forget that pride comes before a fall; it still has to work

hard.





17

6.2 Always making consumers satisfied

Consumers’ comments and requests must always be given the top priority.

Through consumers’ comments, a company can get a good idea of how

consumers think of the product. No matter how much marketing share a

company has, if it does not care about people’s opinions and the world trend, it

will lose its competitive strength sooner or later. Making every consumer satisfied

is much more important than getting a large number of new consumers in great

haste.

Besides, even though sometimes consumers’ requests may sound

unreasonable, remember the golden rule in the market, “The consumers are

always right.” Although it may not be easy to practice the rule at the moment, a

company should still try its best to keep the consumers satisfied. If the company

doesn’t do it, its rivals certainly will. If a company chooses to ignore its





18

consumers’ request, it will lose its entire share of the market one day.

6.3 The special treat for regular customers

When people have long been supporting the products of a name brand but

do not get any “feedback” from the supplier, they will gradually lose their interest

in the product. That’s why the company should hold some activities to repay its

regular customers and make them feel privileged. These activities should be

aimed at the consumers that can help you make the most profit while providing

them with the best service. They can be some special service or treat that can

help you sell more or show your appreciation for their long support.

6.4 Expanding the name brand

Many companies will develop their own sub-brands so that they can expand





19

their market at less risk. And when the sub-brand fails, it will not cause direct

harm to the main brand. Take the Procter & Gamble (P&G) for example, people

may not have heard of P&G, but everybody knows its sub-brands, such as

Pantene, Head &Shoulder (H&S), Olay, etc. 10 P&G not only managed to sell new

products in the market by building up new sub-brands but also put emphasis on

listening to consumers’ comments and getting more involved in public welfare,

which is a very successful strategy. What’s more, with a sub-brand, a fashion

company can even start to run food products business. From this, we can

conclude that developing sub-brands is also a good way for a company to make

more profit. Sometimes a company will even develop a sub-brand with low-priced

products in order to beat its rivals. Even though the sub-brand will cause harm

not only to its competitors but also to itself, a company will still do it to achieve

the goal of protecting the main brand.

7. About fakes





20

Once a name brand becomes popular, there will be some other companies

that want to imitate it. It is very difficult to prevent and stop this from happening.

When facing this problem, a company should be more forgiving. People will not

imitate a name brand with poor popularity; it can be regarded as a kind of

compliment. In fact, a name brand should even be worried if there is no one

imitating its product. A name brand that always creates new products and leads

all the other name brands does not need to worry too much. After all, the moment

the fakes appear, they have already got out of date since by that time the original

name brand will have already created something even better.

III. Conclusion

We may conclude from the above essay that the true value of a name brand

lies in its concept, and the concept of a name brand should be based on what





21

consumers need, namely, the humanity. Setting up a great name brand with a

fine concept can help a company make more profit. There are many ways to

introduce a company’s name brand to the consumers, and with those branding

strategies, its name brand can be more remarkable than its rivals’. A successful

name brand can build a strong bond between the supplier and its customers. Of

course, this is never an easy task. What’s more, there are various reasons that

may lead a name brand to a setback as we just mentioned above. But if a

company always cares about consumers’ needs and keeps up with the trend of

the world, the image of the name brand will be improved, and the name brand

may overcome the difficulties faster. A company can also take some precautions

before a problem really happens.

To sum up, branding may take lots of patience and efforts, but with sharp

insight and bright strategies, a company can catch up with the world trend and

stay prosperous in the era of name brand.





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IV. References

1. Kotler, Philip Kotler on Marketing, 1999 all about branding.com

http://www.allaboutbranding.com/index.lasso?article=113 “

The Ultimate Book of Business Brands: Insights from the world’s 50 greatest

brands Des Dearlove, Stuart Crainer,1999 2008/01/25

2. Kotler, Philip Marketing Management, Pearson Education, 2006

3. strategy+business http://www.strategy-business.com/press/16635507/16333

2007/01/25

4. Wikipedia http://en.wikipedia.org/wiki/Brand 2008/01/14

5. Wikipedia http://en.wikipedia.org/wiki/Diffusion_of_innovations 2008/02/25

6. 《黃金品牌成功術》,蘇西亞譯 Des Dearlove& Stuart Crainer著,The ultimate

book of business brands: insights from the world’s 50 greatest brands by 初

版台北市:時報文化 1999年 p.41, 42


http://www.allaboutbranding.com/index.lasso?article=113

http://www.strategy-business.com/press/16635507/16333

http://en.wikipedia.org/wiki/Brand

http://en.wikipedia.org/wiki/Diffusion_of_innovations




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7. 《黃金品牌成功術》蘇西亞譯 Des Dearlove& Stuart Crainer著,The ultimate

book of business brands: insights from the world’s 50 greatest brands台北市:

時報文化 1999年初版 p.109, 110

8. 《正太的黃金御飯團》陳惠莉譯高橋朗著台北:如何出版社有限公司 2006 年

p.74

9. 《正太的黃金御飯團》陳惠莉譯高橋朗著台北:如何出版社有限公司 2006年

p.74

10. 黃文博。《品牌，原來如此!》台北市:經濟新潮社民國94 P.95




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