subject: international brands at rock bottom price [print this page] international brands at rock bottom price
Careful brand management seeks to make the product or services relevant to thetarget audience. Brands should be seen as more than the difference between the actual cost of a product and its selling price - they represent the sum of all valuable qualities of a product to the consumer. There are many intangibles involved in business, intangibles left wholly from the income statement and balance sheet which determine how a business is perceived. The learned skill of a knowledge worker, the type of mental working, the type of stitch: all may be without an 'accounting cost' but for those who truly know the product, for it is these people the company should wish to find and keep, the difference is incomparable.
A brand is the personality of a product, service or company and how it relates to key constituencies: Customers, Staff, Partners, Investors etc. Some people distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as thebrand experience. The psychological aspect, sometimes referred to as thebrand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.
eople engaged in branding seek to develop or align the expectations behind the brand experience, creating thempression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in anadvertising theme, as
