Exploring Pitch’s blog post, found here
For many consumers, “brand name” is an important aspect of deciding what their next purchase will be. Companies are always looking to build their brand name, through advertising campaigns, having celebrities wear their items, and the general creation of a “brand.” Often it seems that high end clothing, cars, and other items have a brand heritage. Although they are in a similar price range, Ferrari owners may turn up their nose at the sight of a Lamborghini, as the Lamborghini does not have the same classic racing heritage that Ferrari does.
Similarly, a consumer may prefer to purchase a $300 white tee from designer Maison Martin Margiela than a $3 white tee from the Costco brand Kirkland. Again, the brand comes into play – the higher end designer effortlessly gives the consumer status even while wearing the simplest article of clothing, the tee-shirt.
Often, brands must find a unique angle in order to stick out from their competitors. Brands like Wings & Horns, a company founded in Vancouver, are well known because they produce many of their quality menswear items in Canadian factories.
Brand management is an important aspect of a company that will greatly affect sales. Advertisers use a variety of mediums in order to convince consumers that their product is not homogeneous with its competitors.