Lack of company differentiation 'shows importance of live brand experience'

Date: 12/04/2010

Live brand experiences continue to be important in the world of modern marketing and the latest results of a poll have highlighted the need to invest more to push products, it has been said.

According to the newest study from Ipsos Marketing of 21,623 adults in 23 countries, most believe that own-brand store items are the same as, or better than, other national brands when it comes to providing benefits to the buyer.

Gill Aitchison, the president of global shopper & retail research at Ipsos Marketing, said that store brands are "flourishing" due to product quality improvements and the effects of the poor economy on consumers, perhaps underlining promotional necessity of live brand experiences.

She continued: "The data from our survey suggests that national brands greatest strengths versus store brands are packaging, innovation, uniqueness and quality. These are important facets of the brand experience, and ones that manufacturers should consider in their brand strategy."

The MotivAction Group specialises in live brand experiences, recently hosting a very successful launch for Virgin Media Business at the Science Museum in London.

Posted by Jo Morgan ADNFCR-2060-ID-19714398-ADNFCR