What is a brand? A brand as a “Name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.
There are certainly many benefits to having a brand, or creating a brand because Brand = Trust. Through my grocery experience at the local supermarket T&T this weekend, I realized the company has created their own brand for food, sauces, and snacks, etc, which has reminded me about the concepts I read from the textbook.
T&T’s strategy can be defined as brand extension that they extending their supermarket brand onto daily essential products. This is smart: Producing their own products not only save them much more than being a secondary seller, but also allow them to further develop their brand equity. Before T&T has a brand image of getting cheap Asia food and groceries, however, their new products seem to position them on to another level – improving standards of life and providing an experience of what Chinese Canadian had in their homeland.
In additional, it’s not hard to tell all the promises ultimately contribute to the customers’ brand experience on the poster. This is very important especially the target market is the asian population. Asian customers choose their products rely on world of mouth through their friends and relatives. If brand experience exceed customers’ expectation, T&T will able to develop their loyal customers to brand advocates, which are especially effective in a supermarket.
My last question to T&T is how they can sustain their on going brand management? Would their new brand sustain and become another success as Kirkland?
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