Don’t Mortgage Brand EquityNovember 16, 2010
This is not a time to cheapen your brand in any way. Shortcuts to improve profitability will exact a price later. The recent trend to downsizing ice cream has hurt the image of brands that used to sell containers that were literally a pint, quart, or half gallon. Now they’re some deceptive package size that tries to mask the fact that they’ve downsized. When we buy a half-gallon of ice cream, we want a half-gallon, not some bogus content-reduced package that poses as one.
Cheapening the ingredients in your product to squeeze out more profit is another losing proposition, as well. Boar’s Head is running a campaign to create an awareness of other how other companies are using inferior ingredients in cold cuts. In a tough economy, things are difficult enough. People seek comfort, quality and support from friends, family associates—and from brands.
Sell out on your customers now and they will abandon you—not just in the tough times, but likely, forever.
Learn more about how to build brand equity with the school of marketing.
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