We dont live in a communist state, we live in a competitive free market economy. As a strategists you seem to have completely forgotten about product positioning and the role a product fulfils among various categories of customers. Branding is the perception or reality of what sets one product apart from it generic counterpart.
Brand will automattically be branded if the quality of the product is up to good standered so Regardless of what you are buying and on what price you are paying if the quality is good you will remember that name as a brand.
ooh, lets see now...do brands matter? Yeah right chum, people are angry about stuff and especially people like you wasting an education helping to pimp more stuff nobody really needs.
I think brands matter in a recession if they (as responsible, ethical companies) can pull us out of one. Most components of the economy have been exhausted (technology/travel/property) and it will be interesting to see what new innovation/industry (green?) can rescue such a dire situation. Brands matter if they 'support' the economy - invest, innovate, create jobs, training, vocations. But brands are pow-less at the mo. Relationships with the banks and consumers have hit an all-time low.
keep in mind that this recession is 90% propaganda and 10 % greed. the masses are being fed the propaganda to bail out the greedy ones who have caused this recession.
feeding the masses the propaganda will make them forget all about rounding up all these wasters and putting them against a wall.
as to the video: brands are not only about reality but also QUALITY
and to your response: usually brands give you quality (the same thing that you seek in the professional equipment) and this is why they do matter. There are some people that prefer to invest in clothes and wear them for longer... and hopefully you dont have to get rid of your ASDA clothes after you've washed them 5 times, because it would not be sensible during this time of recession (well.. it would be for ASDA...)
in my business of crash repairs the brand that is at the top of the tree in the preperation side is without question 3M, up until recently all else has paled into insignificance, anything cheaper, a false economy but now a company called mirka is challenging very hard with a product called abranet (i wont bore you with the details), but 3M are not giving up and are fighting back, and all of this 'brand fighting' goes on without any of our customers having a clue about it....unlike nike or reebok
Buy cheap, buy twice...dats usually da rule. But from an advertising n marketing comms perspective (for which i am a student) brands will only suffer in a recession as consumers start to re-evaluate their financial situations & priorities & certain luxury expenses will b cut in favor of more pocket-friendly alternatives. Consumer loyalties will transfer. Dat may b 2 do with clothes, food...notice how primark thrived b4 n is thriving still, budget brands r benefitting ryt now
All a recession changes is the money people have to spend, which makes them make harsher decisions about their values. Two identical mp3 players in quality and price except one is an Apple. Same scenario except the Apple one is 10% more. Now 30%. Now twice the price? Everyone has a different cut off, but in reality most people would be willing to spend more on the Apple, because of what they believe the brand to stand for - it's "Brand Image". The recession only changes their cut off point.
Such a load of waffle. Brand "Image" is the only thing that differentiates companies. It IS the reason some people choose Tesco over Sainsbury's etc. It is the reason most people don't buy all their food from their local "no name" grocers. Think about it, Apple slap their name on a new product, people will trust that product without thinking twice. To some people what the brand represents is worth more money than going for the untested no name version.
Of course, if someone else is offering stuff for cheaper and you know about it, you'll go there, sure. But the point is that ASDA will be your default choice. What's more, if you land up there and buying at ASDA costs you 45 pounds, & you know that Sainsbury's is selling for 42, you might still stick with ASDA simply because you don't want to walk all the way. Anyway, seems like we just helped building up the ASDA brand quite a bit. Maybe that's why they write their name in all caps! :D
Your point about specialized goods is true, but I'm not sure about your claim that brands are irrelevant in general. Firstly, others might be swayed by a brand-name more easily than you are. More importantly, think about your ASDA purchase. In your mind, ASDA is now a good place to buy cheap stuff. The next time you want to buy the same stuff (or if someone who read your post might want to buy the same), they're going to go first to ASDA.
I agree that brands as labels mean very little, but did you ever stop to think about how it's even possible to manufacture and retail all that clothing for a mere £40? It's not from the absense of designer labels, it's with the use of cheap exploited sweatshop labour, un-fair trade and environmentally damaging materials and methods of production. £40 may be a bargain for you, but it comes at a high cost to alot of other people as well as the environment.
It's important to be smart, yet comfortable, so long as we have money left over to pay all our other more necessary bills!
Hopefully, the recession will show more of us that, whatever we wear, lasting beauty comes from within us; and what we are wearing to show off, or how 'cool' we feel we have to look to others, on the exterior is but temporary.
Happy Easter everyone. It's not the size of the Easter Egg you purchase, it's what's inside it that always counts!
Always wondered why some people would rather pay stupid money for lacoste/topman or whatever shirt, than say something from matalan. The styles from both brands may be just as good as well as the quality, but someone will feel more awesome if they wear something more expensive, even if others dont know it. Kinda silly really.
What does he mean by "gives clarity to what a business does and what a customer gets from that organisation"? How does a brand "give clarity". Consider cornflakes if we know they are Kelloggs how does that give clarity to what I get from that organisation?
Does he mean that the brand tells me the company and that company has some prior meaning to me which I can associate with the product in question?
Personally the recession for me is working out all right, the difference I feel most is the cost DECREASE in petrol also the cost of items like clothes & household items Tv's etc is comming down, and also the housing market is beginning to look more realistic so the recession is all very good imo. It makes me laugh because you see all this bad stuff about the recession on the news then I look in my bank and at my wages and realise that Im better off now than I have ever been before in my life
Well one things for sure, I would never buy something simply because other people were. It all depends on how much money I have, how badly I wanted something and the look of it. For example, my webcam only cost £10 but I didn't pay ANY attention to the brand.
Top brands only have 'meaning' to people with more money than sense, they can keep on buying them and I'll buy stuff for 1/3 of the price and laugh at their naivety.
Besides doesn't it seem strange that people buy a NIKE jumper (which is four times more expensive than a equivalent unbranded jumper) AND have to walk around with its BIG NIKE lettering splashed across the front advertising that its a NIKE product?!? How gullible can you get? HAHA!
Wow i couldnt disagree more, i think brands are even MORE important during a down turn. People seek what they know, they go with something tried and tested if they've used hem in the past. I think people will seek cheaper alternatives where possible but do you see people moving from coke to 'own brand' cola? Maybe in some households but not all. Thats what a brand IS, its a sign of trusted quality and even in a down turn people want quality.
I try to buy from sole traders, but it's pretty hard as people tend to be sticking to the big chain stores. My favourite stationary shop's gone, and some of the bakeries and independent food shops around town. It sucks - apparently, there's a Subway there now. Brilliant. There are several chain stores including Wilkos, Starbucks and...I nearly said Woolworths there. That's gone. Bugger.
People like you sadly in the majority I fear. Buying something only because they are 'the top brand' is bad for competition and ultimately bad for the consumer.
It depends... If u really know how exactly the branded items are made, worth it! It really is up to the buyer, as long as they hav the money and they HAVE THOUGHT about it, n c the value of the item, then go ahead.
IT GOES WRONG, when ppl start to buy them coz of the brand. I bet u now, not that many ppl know exactly how bags from CHANEL n HERMES r made. Once u kno, yes it is worth it n again, u hav put ur mind in it. BUT if everythin just to SHOW OFF, then seriously, just go with imitation.
NO. Except for computer parts, when you do need a well known brand.
I'm currently wearing an UrbanSpirit T-Shirt with Winlage jeans. Never heard of either of those brands, but they look pretty cool to me and have lasted me a year or so.
Tesco's campaigns are some of the most patronising ever created. They are the New Labour of advertising. Sentences. That. Stop. Abruptly. Followed. By. A. Punchline. To. Try. To. Appear. Pithy. A defiantly working class voice (Bob Hoskins), a working class voice with some middle class aspirations (Julie Walters), A 'posh' voice (Joanna Lumley). Jane Horrocks, who is now best known for her Tesco adverts having done them for what seems like 6 billion years, previously with Prunella Scales.
I also think if Brand's stand for Durability and Longivity! thay are important during a resession. I am "Tired" of all the junk thats being pushed down our Throat, but as you can see the resession is forcing some business to re-think them selves.
i must point out however that it is a complete fallacy that business mirrors society, from inside it i'm sure it appears as if you are trying to supply a demand. You dont realise however it is the continuum of demanding a supply that has gone on for centuries. They tried to teach me that media mirrors society at uni, this is where your propaganda will have been born from. There is no selfless morality in business, and the mutually beneficial angle is also completely wrong. business is theft.
foget brands they were always insignificant, like a slave branded with his masters tag. I also believe products themselves are the problem, we need self sufficient humans back on the planet not consumers of another mans work. I would like to see a transition back to a more animal state, i'm not a fan of our species 'evolution' i dont like being elevated from nature. And i think thats the cause of this age of anxiety.
I agree with your sentiment - but you are interacting with this film and the other people on a platform that represents near to the ultimate in 'elevation from nature' and consumption of another man's work. How do you envisage the new society working? For example - people gathering their own food, hunting their own meat? Farming for themselves? To support such a society we would need infinitely more land than we have to support the population we've got. Would be great to know your view.
With any brand in order to reap profits the have to produce a limited supply as to keep values up. This is the same with money in general also and we will never ever climb out of the recession while we still allow our countries to be run like this. Nothing matters during a recession but the means to survive but unfortunately we have to rely on brands. We need to move away from this corrupt set up and concentrate on building a resource economy where there would be no need to pay for anything.
brands matter concerning image depending on the individual person, particular product type and how much money they have in their pocket....period.
Wolff Ollins? Is that who you work for? Is that not a brand? brands also help seperate one thing from another and gives us a choice. People generally associate brands with quality/style etc. Even the cheaper/basic products have a brand. I think you might need to rethink your question.
Brands? - meaningless. I don't bother with them at all. As I type on my Dell PC with it's IBM screen, while wearing my adidas T shirt, pair of Levi's, pair of Nike Trainers. I prefer to disassociate myself with brands entirely. Right I'm off to McDonalds now feel a bit hungry.
I think he means real brands. For example Dell isn't a brand in anything more than a figurative manner. Apple, yes. Dell is just a company. Nobody goes "Ooh, check out that DELL on yo' desk!"
Brand wont matter so much in the recession because ppl. will wise up to the fact that some are poor value for money, espessialy if they go out of fashion quickly.
Brands may or may not matter. The quality of the product matters. Consumers can no longer afford to buy sub standard goods; so the question "which is more important: product quality or profit margin"is even more relevant. Every sale is harder to make. better products will entice more potential buyers, We can't afford quantity, We need quality now more than ever.
my prediction would be: brands known for reliability and quality mainly survive; lotsa quick buck merchants will go under.
We dont live in a communist state, we live in a competitive free market economy. As a strategists you seem to have completely forgotten about product positioning and the role a product fulfils among various categories of customers. Branding is the perception or reality of what sets one product apart from it generic counterpart.
No brand no choice.
yinkoos 2 years ago
Brand will automattically be branded if the quality of the product is up to good standered so Regardless of what you are buying and on what price you are paying if the quality is good you will remember that name as a brand.
Geoleo0 2 years ago
clothes brands are everything to me =] But ill still eat morrisions beans :D
arrowheadrs 2 years ago
pointless question.
smopoo 2 years ago
ooh, lets see now...do brands matter? Yeah right chum, people are angry about stuff and especially people like you wasting an education helping to pimp more stuff nobody really needs.
quiplet 2 years ago
I think brands matter in a recession if they (as responsible, ethical companies) can pull us out of one. Most components of the economy have been exhausted (technology/travel/property) and it will be interesting to see what new innovation/industry (green?) can rescue such a dire situation. Brands matter if they 'support' the economy - invest, innovate, create jobs, training, vocations. But brands are pow-less at the mo. Relationships with the banks and consumers have hit an all-time low.
RetroSmooveHouse 2 years ago
Wolff Olins shapeshifting again. What else do they offer to a business except image?
stevecitroen 2 years ago
keep in mind that this recession is 90% propaganda and 10 % greed. the masses are being fed the propaganda to bail out the greedy ones who have caused this recession.
feeding the masses the propaganda will make them forget all about rounding up all these wasters and putting them against a wall.
gotz777 2 years ago
as to the video: brands are not only about reality but also QUALITY
and to your response: usually brands give you quality (the same thing that you seek in the professional equipment) and this is why they do matter. There are some people that prefer to invest in clothes and wear them for longer... and hopefully you dont have to get rid of your ASDA clothes after you've washed them 5 times, because it would not be sensible during this time of recession (well.. it would be for ASDA...)
harajukusky 2 years ago
in my business of crash repairs the brand that is at the top of the tree in the preperation side is without question 3M, up until recently all else has paled into insignificance, anything cheaper, a false economy but now a company called mirka is challenging very hard with a product called abranet (i wont bore you with the details), but 3M are not giving up and are fighting back, and all of this 'brand fighting' goes on without any of our customers having a clue about it....unlike nike or reebok
atomrose 2 years ago
Buy cheap, buy twice...dats usually da rule. But from an advertising n marketing comms perspective (for which i am a student) brands will only suffer in a recession as consumers start to re-evaluate their financial situations & priorities & certain luxury expenses will b cut in favor of more pocket-friendly alternatives. Consumer loyalties will transfer. Dat may b 2 do with clothes, food...notice how primark thrived b4 n is thriving still, budget brands r benefitting ryt now
spunnybunny 2 years ago
All a recession changes is the money people have to spend, which makes them make harsher decisions about their values. Two identical mp3 players in quality and price except one is an Apple. Same scenario except the Apple one is 10% more. Now 30%. Now twice the price? Everyone has a different cut off, but in reality most people would be willing to spend more on the Apple, because of what they believe the brand to stand for - it's "Brand Image". The recession only changes their cut off point.
datenz 2 years ago
Such a load of waffle. Brand "Image" is the only thing that differentiates companies. It IS the reason some people choose Tesco over Sainsbury's etc. It is the reason most people don't buy all their food from their local "no name" grocers. Think about it, Apple slap their name on a new product, people will trust that product without thinking twice. To some people what the brand represents is worth more money than going for the untested no name version.
datenz 2 years ago
Hi AnabloicMutant,
Your words offer great clarity and truth.
05027802 2 years ago
Of course, if someone else is offering stuff for cheaper and you know about it, you'll go there, sure. But the point is that ASDA will be your default choice. What's more, if you land up there and buying at ASDA costs you 45 pounds, & you know that Sainsbury's is selling for 42, you might still stick with ASDA simply because you don't want to walk all the way. Anyway, seems like we just helped building up the ASDA brand quite a bit. Maybe that's why they write their name in all caps! :D
drowsynumbness 2 years ago
Your point about specialized goods is true, but I'm not sure about your claim that brands are irrelevant in general. Firstly, others might be swayed by a brand-name more easily than you are. More importantly, think about your ASDA purchase. In your mind, ASDA is now a good place to buy cheap stuff. The next time you want to buy the same stuff (or if someone who read your post might want to buy the same), they're going to go first to ASDA.
drowsynumbness 2 years ago
I agree that brands as labels mean very little, but did you ever stop to think about how it's even possible to manufacture and retail all that clothing for a mere £40? It's not from the absense of designer labels, it's with the use of cheap exploited sweatshop labour, un-fair trade and environmentally damaging materials and methods of production. £40 may be a bargain for you, but it comes at a high cost to alot of other people as well as the environment.
oclandestin 2 years ago
It's important to be smart, yet comfortable, so long as we have money left over to pay all our other more necessary bills!
Hopefully, the recession will show more of us that, whatever we wear, lasting beauty comes from within us; and what we are wearing to show off, or how 'cool' we feel we have to look to others, on the exterior is but temporary.
Happy Easter everyone. It's not the size of the Easter Egg you purchase, it's what's inside it that always counts!
Brian.
briandcoreen1 2 years ago
And what do you think ASDA is?
willprestes 2 years ago
Interesting vid =]
Always wondered why some people would rather pay stupid money for lacoste/topman or whatever shirt, than say something from matalan. The styles from both brands may be just as good as well as the quality, but someone will feel more awesome if they wear something more expensive, even if others dont know it. Kinda silly really.
Good speaker btw ^^
mrmeatyman 2 years ago
What does he mean by "gives clarity to what a business does and what a customer gets from that organisation"? How does a brand "give clarity". Consider cornflakes if we know they are Kelloggs how does that give clarity to what I get from that organisation?
Does he mean that the brand tells me the company and that company has some prior meaning to me which I can associate with the product in question?
pigsbishop99 2 years ago
Personally the recession for me is working out all right, the difference I feel most is the cost DECREASE in petrol also the cost of items like clothes & household items Tv's etc is comming down, and also the housing market is beginning to look more realistic so the recession is all very good imo. It makes me laugh because you see all this bad stuff about the recession on the news then I look in my bank and at my wages and realise that Im better off now than I have ever been before in my life
krisacef 2 years ago
I enjoyed watching this video, it was a good speech on an interesting topic.
EbonM 2 years ago 3
they never mattered...only LOOSERS with no personality wear them... + worse of all...non sporty people wearing sport brands ! thats funny ! ;)
lydialolly 2 years ago
Well one things for sure, I would never buy something simply because other people were. It all depends on how much money I have, how badly I wanted something and the look of it. For example, my webcam only cost £10 but I didn't pay ANY attention to the brand.
PurpleFunnyChocolate 2 years ago
sucker! its gona break!!
nickonixy 2 years ago
Electronic equipment is a completely different story, you will see the best quality from the best product, this will most likely be a known brand.
Bigger brands are always better quality (most of the times) but the price scales ridiculiously high.
CutOutSock 2 years ago
Why mention Tesco? 1* only for this Tesco ad :(
szkoclaw 2 years ago
Top brands only have 'meaning' to people with more money than sense, they can keep on buying them and I'll buy stuff for 1/3 of the price and laugh at their naivety.
Besides doesn't it seem strange that people buy a NIKE jumper (which is four times more expensive than a equivalent unbranded jumper) AND have to walk around with its BIG NIKE lettering splashed across the front advertising that its a NIKE product?!? How gullible can you get? HAHA!
togalogs 2 years ago
Wow i couldnt disagree more, i think brands are even MORE important during a down turn. People seek what they know, they go with something tried and tested if they've used hem in the past. I think people will seek cheaper alternatives where possible but do you see people moving from coke to 'own brand' cola? Maybe in some households but not all. Thats what a brand IS, its a sign of trusted quality and even in a down turn people want quality.
huntersolutions 2 years ago 2
I try to buy from sole traders, but it's pretty hard as people tend to be sticking to the big chain stores. My favourite stationary shop's gone, and some of the bakeries and independent food shops around town. It sucks - apparently, there's a Subway there now. Brilliant. There are several chain stores including Wilkos, Starbucks and...I nearly said Woolworths there. That's gone. Bugger.
hollium 2 years ago
Who cares realy?
And i only wear top brands.
Because they are TOP brands
Simple.
KarllsVidz 2 years ago
People like you sadly in the majority I fear. Buying something only because they are 'the top brand' is bad for competition and ultimately bad for the consumer.
Chivas6 2 years ago 4
It depends... If u really know how exactly the branded items are made, worth it! It really is up to the buyer, as long as they hav the money and they HAVE THOUGHT about it, n c the value of the item, then go ahead.
IT GOES WRONG, when ppl start to buy them coz of the brand. I bet u now, not that many ppl know exactly how bags from CHANEL n HERMES r made. Once u kno, yes it is worth it n again, u hav put ur mind in it. BUT if everythin just to SHOW OFF, then seriously, just go with imitation.
themostgorgeous 2 years ago
Hear hear.
hollium 2 years ago
Ever purchased cheap toilet paper...I rest my case.
turdbandit 2 years ago
THEY NEVER MATTERED
RobLeepopart 2 years ago
But surely by that logic brands wouldn't matter in periods of economic growth either.
Brands are never contingent on reality, they are just shit that gets lodged into our collective conciousness.
peteo0o 2 years ago
As a rule... YOU ONLY GET WHAT YOU PAY FOR!!!
Pay rubbish and you will get rubbish. FACT!!!
matsui2001 2 years ago
Brand is about quality!!
slonikguru 2 years ago
So stuff like McKenzie is out.
hollium 2 years ago 2
NO. Except for computer parts, when you do need a well known brand.
I'm currently wearing an UrbanSpirit T-Shirt with Winlage jeans. Never heard of either of those brands, but they look pretty cool to me and have lasted me a year or so.
trecool9992 2 years ago
i agree
jono501 2 years ago
Tesco's campaigns are some of the most patronising ever created. They are the New Labour of advertising. Sentences. That. Stop. Abruptly. Followed. By. A. Punchline. To. Try. To. Appear. Pithy. A defiantly working class voice (Bob Hoskins), a working class voice with some middle class aspirations (Julie Walters), A 'posh' voice (Joanna Lumley). Jane Horrocks, who is now best known for her Tesco adverts having done them for what seems like 6 billion years, previously with Prunella Scales.
Picnicl 2 years ago
I also think if Brand's stand for Durability and Longivity! thay are important during a resession. I am "Tired" of all the junk thats being pushed down our Throat, but as you can see the resession is forcing some business to re-think them selves.
pteJames 2 years ago
Primark.
enough said.
ryanc0llins 2 years ago
i must point out however that it is a complete fallacy that business mirrors society, from inside it i'm sure it appears as if you are trying to supply a demand. You dont realise however it is the continuum of demanding a supply that has gone on for centuries. They tried to teach me that media mirrors society at uni, this is where your propaganda will have been born from. There is no selfless morality in business, and the mutually beneficial angle is also completely wrong. business is theft.
outled 2 years ago
foget brands they were always insignificant, like a slave branded with his masters tag. I also believe products themselves are the problem, we need self sufficient humans back on the planet not consumers of another mans work. I would like to see a transition back to a more animal state, i'm not a fan of our species 'evolution' i dont like being elevated from nature. And i think thats the cause of this age of anxiety.
outled 2 years ago
I agree with your sentiment - but you are interacting with this film and the other people on a platform that represents near to the ultimate in 'elevation from nature' and consumption of another man's work. How do you envisage the new society working? For example - people gathering their own food, hunting their own meat? Farming for themselves? To support such a society we would need infinitely more land than we have to support the population we've got. Would be great to know your view.
Taicho456 2 years ago
With any brand in order to reap profits the have to produce a limited supply as to keep values up. This is the same with money in general also and we will never ever climb out of the recession while we still allow our countries to be run like this. Nothing matters during a recession but the means to survive but unfortunately we have to rely on brands. We need to move away from this corrupt set up and concentrate on building a resource economy where there would be no need to pay for anything.
RangersLegend81 2 years ago
well, im no stratagist/expert etc, but
brands matter concerning image depending on the individual person, particular product type and how much money they have in their pocket....period.
Wolff Ollins? Is that who you work for? Is that not a brand? brands also help seperate one thing from another and gives us a choice. People generally associate brands with quality/style etc. Even the cheaper/basic products have a brand. I think you might need to rethink your question.
i3i2i4N 2 years ago
This is a VERY long winded way of saying;- "Its not the features of a brand thats important, it's the benefit it brings to the customer
thewaytosuccess 2 years ago
Brands? - meaningless. I don't bother with them at all. As I type on my Dell PC with it's IBM screen, while wearing my adidas T shirt, pair of Levi's, pair of Nike Trainers. I prefer to disassociate myself with brands entirely. Right I'm off to McDonalds now feel a bit hungry.
Lee160876 2 years ago 27
I think he means real brands. For example Dell isn't a brand in anything more than a figurative manner. Apple, yes. Dell is just a company. Nobody goes "Ooh, check out that DELL on yo' desk!"
Sandcat87 2 years ago
excellent ^^
Hardstyle140BPM 2 years ago
keep buying keep the economy going
PenisBoat 2 years ago
Brand wont matter so much in the recession because ppl. will wise up to the fact that some are poor value for money, espessialy if they go out of fashion quickly.
dunstun365 2 years ago
I agree, Alot of people are going to the "scruffy" shops where the clothes etc.. is cheap but can last
AlesanaEmarosaFTW 2 years ago 4
and buying the old Brand name good! LOL
pteJames 2 years ago
Brands may or may not matter. The quality of the product matters. Consumers can no longer afford to buy sub standard goods; so the question "which is more important: product quality or profit margin"is even more relevant. Every sale is harder to make. better products will entice more potential buyers, We can't afford quantity, We need quality now more than ever.
my prediction would be: brands known for reliability and quality mainly survive; lotsa quick buck merchants will go under.
berkulese 2 years ago 10
Quantity is cheaper than quality, so how could that not be afforded?
mnk007 2 years ago
completely agree
jono501 2 years ago