You are probably asking yourself, “Why do I need to understand brand names?” The answer is rather simple. When we understand what a brand name is, we can then make better shopping choices. This article will explain what a brand names is, who creates brands, brand loyalty, generic branding, and brand quality. And finally, we will discuss how brands affect our shopping choices.
Brand Names
A brand name is a marketing term. It is a name or label attached to a product that catches a customer’s attention and money. A brand name is part of a marketing effort by a manufacturer or retailer. Think of it as glorified advertising. It reflects a styling concept, quality, or value to a customer.
If I were to mention a few brand names, certain things about those brands would pop into your head. It could be the price, fit, or colors. It could be the stores where you would find it. Just as a test, I will mention three brand names. Write down attributes that pop into your head. Ready? Set! Go!
Favorite brand names include Levi Strauss, Gymboree, or Tupperware.
Ok. Now you are thinking certain things about each of those brands. Let’s examine each one.
Levi Strauss – blue jeans, 501’s, good quality, long lasting. Levi Strauss started in the retail trade by making blue jeans. Because they were the first to manufacture and market them on a large scale, they are considered the king of blue jeans. Over the last 100 years, they have built a reputation based on their fit and durability. In the last few decades they have refocused their brands into a stylish youth market.
Gymboree – fun, kids, comfortable. Gymboree is a Gap concept for children. This fun clothing line has pieces that mix & match creating a value for multi-purpose clothing. They create fun clothing lines each season and limit their availability. The clothes appeal to moms and are comfortable for the kids.
Tupperware – storage containers, durable, tight sealing lids, and the concept of “product party.” Ok, this is not a clothing brand. But I bet you thought of qualities of Tupperware that made it unique and special.
We could play this game all day, but I think you get the point. Brand names make you think of a product that you like or want based on specific keywords or attributes.
Who Creates Brand Names?
In the past brand names were the domain of manufacturers. Today, retailers, designers, marketers, and manufacturers create brand names. Companies understand and know that the brand name is almost more important than the product itself. It is the key selling point of many products.
What is Brand Loyalty?
Companies spend a lot of time and money developing a brand name and concept. They have a simple goal of making money. To make that money, they need customers and lots of returning customers. These companies will spend thousands and thousands of dollars to attract their first customers. They hope by snatching a first-time customer, that customer will come back. These companies do this by offering a unique product, the right price, or -- you guessed it -- the right name recognition.
In making shopping choices, you have to ask yourself if you keep returning to the same brand names over and over again. Do you only buy a specific brand name of plastic wrap because it worked better than the generics? When you need trash bags, do you buy that brand of bags too? Perhaps you only buy a certain brand of blue jeans because of their fit or style?
Do you buy it because of your friends or family?
Do you recommend a certain brand of products to a friend because of your experience with it?
These are forms of brand loyalty. Brand loyalty is not a bad thing. But by itself, it is not a good thing either. Later we will put brand loyalty in perspective.
Generic Brands
Generic brands were originally not brands at all. They were no frill products that companies did not spend a lot of money to promote. This way they could pass savings to the consumer. Generic branding is easy to find in grocery stores, but can be found in discount clothing chain stores as well.
The problem is that companies wised-up and realized those generic brands were brands in their own right. They are now promoted just like any other brand name and their end savings may be negligible to the consumer.
In the clothing retail trade, many big-box retailers created their own brands to sell in their own stores. Many, but not all, brands found in Wal-Mart, K-mart, or Nordstrom have store brands. These types of brands are not necessarily generic brands. But it is possible that their labels are attached to generic merchandise. The end consumer will most likely never know that the same shirt can be sold in any store with a different brand name or label. Some manufacturers will try to modify each item for a different store such as changing the color or the button style. In the end, it is still the same merchandise with different labels.
A very good example of this is Girbaud jeans. This brand of jeans originally rolled out in the early 80’s at K-mart for a low price of about $15.99. They didn’t sell. In a wild move, the manufacturer pulled the jeans and placed them in high-end department stores and retailed them for $60. They quickly became a hot selling jean. In this case, an off brand, became a high brand, just based on location.
Another example of this is Gap jeans. Well, not that particular brand, per se. But the truth is that the same manufacturer that makes Gap jeans also makes jeans for Eddie Bauer, Banana Republic, K-Mart, and many more! There are minor variations in fit and color, but essentially they are the same blue jean with different brand names. It does not cost the manufacturer any more money to make a pair of jeans for K-Mart than for Nordstrom!
Brand Quality
Brand names build a reputation for their product. It could be consistent quality, fit, styling, etc. If a product did not have some measure of quality, it would quickly become a one-hit wonder of consumer goods. Quality creates a value for a customer and turns a customer into a brand loyal customer. Companies spend thousands of dollars maintaining quality standards, so that you as a customer will come back.
If you buy something and the quality is less than you expect the best thing you can do is take it back to the store and tell them why. Eventually, your return is examined and studied by the retailer and manufacturer. They want to prevent returns in the future because it costs them money. In return, they will improve their product and you will get better quality.
What this all means to you as a consumer!
Brand names. Companies pay marketing professionals a lot of money to understand this topic. As a consumer, you can now say you understand them too! You can make smarter choices when shopping by looking past the brand name.
As you head to the store, you are probably thinking about the brand names you have seen, worn, or used. Is it a good value? Is the price, quality, or fit worth the price? Only you can decide all of this. Don’t be afraid to try a different brand that costs less. You may end up saving money in the end!
Happy Shopping!
This article is copyrighted by Esther Melander, 2006. It may be used provided all links remain live and biographical information is attached.
Written by Esther Melander
Owner of Tinypackages.com (http://www.tinypackages.com), a store selling new and gently used infant and toddler clothing. Esther has several years experience in the fashion industry and has designed children’s clothing sold in big box retail and specialty boutique stores.
Disclaimer: The information presented and opinions expressed herein are those of the authors and do not necessarily represent the views of ArticlePros.com and/or its partners.
