Major brands have more than just a specific or dominating position in the market: they hold certain positions within the product category. This position and conception both energize the brand and feed the transformations that are implemented for matching the brand´s products, with its deals. It is the conception that justifies the brand´s existence, its reason for being on the market, and provides it with a guideline for its life cycle.
The latter most often results in truisms such ase “increase customer satisfaction”. Specifyinig brand purpose consists in defining its raison deter, its absolute necessity. The notion of brand purpose is missing in most marketing textbooks. It is a recent idea and conveys the emerging conception of the brand, seen as exerting a creative and powerful influence on a given market. If there is power, there is energy.
More than most, multi segment brands need to redetermine their own purpose. Cars are a typical example. A multi-segment brand wants to cover all market segments. The problem is that by having to constantly satisfy the key criteria of each semen tie to churn out many different versions and to avoid over-typifying a model in order to please everyone, companies tend to create chameleon brands. Thus, competitors fight their battles either over the price or the options offered for that price.
Profesora y consultora del Departamento de Mercadotecnia y Análisis del Departamento de Mercadotecnia del Tec de Monterrey. Ha trabajado en el área de Desarrollo de proyectos y Mercadotecnia en empresas como la Bolsa Mexicana de Valores, GNP, Club del Gourmet, CONAVARQ.
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