Thursday 9 November 2017

Wally Olins - On Brand

Originally, brands were simple household goods that represented consistency. At a time where the performance of a product was unreliable, many looked to brands to provide a consistent quality, quantity and price (W, Olins xxx) Since the turn of the industrial revolution, products have standardised and are able to be produced on a vast and global scale. This meant that the role of a brand changed as it now has to represent a manufactured product as unique and individual from the other like products. 

Branding is now largely about involvement and association. It encourages and allows the consumer to identify with the brand and therefore with themselves, 'Brands were created by marketing people inside large companies to seduce customers' W, Olins xxx. 

'Branding is increasingly employed by not-for-profit organizations and charities who compete in the emotional territory of people's hearts and minds with commercial brands for the money in consumer's products' - 

'It is we consumers who decide which brand will succeed and which will fail' :15
Whiteley would say that it manufacturer and not the consumer that has the power in the market place. A comparison of opinions can be drawn from here. 


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