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Product Brand Differentiation and Credibility

Dan Boateng

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Most of us would agree that the brand of company carries a strong message to your potential and loyal clients alike. It invokes a certain level of both emotional feeling, especially among loyal customers. In certain instances it invokes some level of intellectual image in the form of credibility and reputation as compared to your competitors. It is absolutely important for the company to manage its image in the eyes of the general public in a very professional manner. To do so successfully will require deliberate plans and strategies as part of the company’s overall strategy in order to achieve a favourable brand image.

With thousands of companies within your industry, the major challenge of most companies is how they are able differentiate their brands from the others. For example, if you involved in the printer manufacturing industry, then you will understand how difficult it is to achieve this all important brand management objective. This industry has so many brands including Xerox, Konica Minolta, Sharp, HP, Lexmark, Canon, Epson etc. With all these companies producing high quality products, there must be a clear feature that differentiates your product from the others.

It is also important for manufacturers to build credibility in terms of what they promise and what is delivered. In my humble opinion, the inconsistency of what is promised and what is delivered should never exist at least in theory. For the sake of credibility, the manufacturer must walk the talk. Well, in same circumstances this requirement may not be met due to some constraints but that should never be a regular feature of any brand. Failure to meet this could cost the business in a big way.

If this question “What is the major difference between Sharp Copiers and Canon Copiers?" was posed, most people will not be able to say specifically what differentiates the two international brands. Unless one has knowledge in the underlying technologies which make up the system. The question is who knows more about their brands? It is the manufacturers of the products themselves. So the onus to differentiate its brands in terms of the products lies at the door step of the manufacturer.


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