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Building Consumer Brands Directly

In: Building Brands Directly

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  • Stewart Pearson

Abstract

The pressures from intensifying competition and demanding customers are the greatest for consumer brands. Their marketing options are limited by the increased cost and fragmentation of media, and by the growth in retail power which has robbed them of most of their ability to compete at the point of sale. Brands have as much to fear as retailers from the potential of home shopping. If brands have little control of their display on supermarket shelves, they have even less opportunity to differentiate themselves on the telephone or on-line through PC and television screens. There are no longer significant differences in quality among brands themselves, and between brands and their private label equivalents. So customers are no longer willing to pay the significant price premium which generated the brand manufacturer’s profits.

Suggested Citation

  • Stewart Pearson, 1996. "Building Consumer Brands Directly," Palgrave Macmillan Books, in: Building Brands Directly, chapter 13, pages 313-329, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-13771-8_13
    DOI: 10.1007/978-1-349-13771-8_13
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