|
The company recognizes that the creation of a brand is
an important element of the promotional process, and is
central to the use of promotion to convey a consistent message
to customers about the nature of the organization and its
products.
The company has been able to achieve one of the primary
advantages of a brand, that is, the extent to which the
brand can be used to differentiate its products from that
of competitors. Such differentiation allows the development
of imperfect competition and thereby competitive advantage
for the company, in such a way that brands can sustain a
price premium because customers perceive added value. In
addition, the brand established by the company has encouraged
repeat purchasing of the same and similar products. The
customers having a good experience of one product with the
brand tend to seek other products with the same brand, and
have a sense of the type of quality, manufacture and value
for money that they associate with the product. Creating
favourable experiences with the company's brand has led
to a degree of brand loyalty when considering repeat purchases.
The company through its established brand image, has the
advantage of promoting a series of products simultaneously.
One promotional campaign can thereby cover a range of products.
|
