Product experience 'must be matched by brand image'

Date: 01/10/2009

The importance of maintaining a strong brand ethos is more important than ever, with one expert describing the notion of a brand as a shortcut to an item of choice.

Sue Unerman, writing for Media Week, explained that a brand experience must match up to the product experience, therefore highlighting the importance of live brand experiences in forging the corporate ethos into the minds of customers.

She asserted that a brand is, fundamentally speaking, everything a business can charge for over and above the product itself.

Ms Unerman continued: "The concept of a brand is still crucial to our industry. But if brand advertising operates in a silo, then it is pointless.

"Everyone can think of a brand experience where the advertising talks about how friendly the service is, and then the company won't answer the phone when you call it, except via an automated system."

This week, Professor Shaun Tyson of the Cranfield School of Management explained to the Employee Benefits Live 2009 event that a business should also see its own employees as part of a brand, particularly when they are subject to incentives and reward.

Written by Elizabeth Mewes ADNFCR-2060-ID-19389376-ADNFCR