The Personality or Image it is intended to carry

The Personality or Image it is intended to carry

The Personality or Image it is Intended to Carry

The quality and utility of a product are insufficient to ensure its continued sale in a highly competitive market. Even if one were to build into a product improved features which enabled it to be in all respects superlative in comparison with those of competitors, this alone would still not be sufficient to guarantee that it could hold its own in the market place.

All product improvements cost money and the better the product the more it is likely to cost. However, if it were possible to place on the market a product superlative in quality and at no greater price than that of the competitive merchandise, it would still not necessarily succeed in holding its own without an artificially created personality to sustain it. Estimates vary widely between one product and another, but it may be accepted that for the vast majority of consumer goods at least 40 per cent of the price paid by the ultimate purchaser has been spent on promotion. It is this aspect of modem ONLINE MARKETING which evokes the greatest criticism. One cannot eat the advertising; nor can one eat the package: yet to get at the breakfast food or the instant coffee we are compelled also to buy the promotion. Indeed, not only must the luckless consumer pay for what he may consider to be the fatuous drivel of much of modern advertising; he finds himself exposed to it on all sides through television, the cinema, newspapers, magazines and street hoardings.

This is not the place to argue the merits of the international indoctrination of consumers with 'brand imagery'. It is sufficient to state that all major consumer marketing-and, to an increasing extent, the ONLINE MARKETING of major industrial products-is based on the personalizing of the product by means of the establishment of a brand image.

One reaches a point in the development of a new product, therefore, when it is necessary to decide upon the personality it is to carry. However much it may excel in meeting consumer needs, without a distinctive personality, which is created and maintained by advertising, our new product will fail. It will fail simply because our competitors will copy it and thereafter it will have nothing to offer which belongs to itself alone. This is the crux of the brand image philosophy: namely, that, although the product itself may be virtually indistinguishable from others as a product, the image or personality which it carries, and which is always associated with it, is unique.


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