First of all I thought about writing about the future of brands, however through my initial research I realised that I was more interested in looking into the sustainability of brands.
I will look at how a successful brand having fought to get a place at the top of it market area, is able to maintain that position.
My initial research was looking at what makes a brand, and through this research I read about the sustainability of branding, and realised that this is something I feel will gain more from and will feed better into my current knowledge of branding.
I will start by taking apart and analysing how a major brand organisation is able to maintain its prestige in the commercial market it belongs to. I am going to focus on the commercial side of branding, as I feel this way I will be able to get a greater understanding of its target audience and how it compares to its competitors.
“Sustaining a brand is all about using common sense, initiative, faith in, cost – awareness and teamwork.” (Ind, N. Living the Brand, 2nd Edition. Kogan Page limited. Pg164)
Ally Clifton-Astley
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I suppose branding guidelines and staying true to the brand ethos has a lot to do with brands retaining their prestige... Like a six star hotel may not want to cut prices or offer discount rates even in a recession because doing that may impact on the perception of the brand, it has gone from an exclusive place of luxury to somewhere not very exclusive at all... Or maybe how McDonalds can tack on Cafe or Salad next to their brand but no new prestige is added because at the end of the day it is still the McDonalds brand...
ReplyDeleteAnd real time events, like how Enron was once seen as this great company and the brand had a lot of prestige - up until the company was robbed blind from the inside out and the same brand became a symbol of something different altogether - there's an article in the book citizen designer about this (I think)