Branded Merchandise News

The right branding 'adds value'

Ensuring that your company has the right branded image can add artificial value to your product and make it more appealing to consumers, according to marketing expert Don Schultz.

Mr Schultz, writing on livemint.com, says that by looking at the history of brands we can see how branding in the future might develop.

Products have historically been developed, then branded then sold.

Good quality products, when exported abroad, can bring the image of the country of origin with them.

For example, Armani might bring the image of glamorous fashion from Italy when it is sold in other countries.

Effective brands add value, meaning customers will pay more and increase sales, Mr Schultz said.

Corporate gifts can help with establishing the character of a brand.

Giving away high quality silver executive gifts can promote a company's image as being sophisticated and desirable, for example.

Entrepreneur Nick James has told the Reading Evening Post that in essence a brand becomes a company's personality and will help to determine the type of person that purchases a product.

Published:30-Apr-2008

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