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22/12/2017

The relevance of brands

Experts of consulting company McKinsey together with experts from the institutes of marketing researches at the universities of Münster, Kiel and Hamburg conducted an interesting study called “Powerful brands” based on online survey among 12 thousand consumers from nine countries. Experts studied the question of when and where you need to invest in the expansion of a particular brand, because not every nation reacts to them equally enthusiastically. In addition, not every product category has the same attractive force.

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As for the Germans, there was quite a sensible approach: in comparison with consumers from eight other countries – France, England, Spain, Sweden, Poland, Russia, Japan and the United States – they are less likely to pay attention to the brand. Provides a list of consumers that are especially susceptible to well-known brands, and the Russians overtake his passion for famous designers of Americans and poles.

“Over the past decade, Germans are especially focused on this argument in favor of a product as the price” – explains such indifference mark Fischer, Professor of marketing at the University of Kiel. While in Germany, nowhere as popular discount stores and the importance of the brand as such has declined.

The motives under which the consumer becomes a brand in different countries are different. According to the authors of the study, there are three main features of the brand. First, products of renowned brands better known and easier to navigate. Second, trust her more and this reduces the subjective risk of wrong decision. And, thirdly, the consumer increases self-esteem.

The study revealed that Russians and poles prefer well-known brands due to lack of information and unwillingness to take risks. As for the Americans, here in the first place is concern about their own image.

Still in 2002-m to year was conducted by McKinsey for Germany, the study of the relevancy of brands, covering 45 categories of products. Minimal relevance was established in the field of electrical supply. Well-known brands such as Eon and Yello, respected, but most consumers do not consider it necessary to change their suppliers of electricity. It turns out that the money spent on marketing was wasted? “The reality shows that many energy companies have cut their advertising budgets,” says Jesco Perrey, expert at the German branch of McKinsey.

In the latter study, the authors tested only 36 groups of products, where electrical supply is not included. However, this time was revealed to those who lost: none country doesn’t matter the brand of paper handkerchiefs – this is important quickly to change innovations, offering, for example, new smells and packaging.

Beer and cars are a direct opposite: with regard to these segments, here the brand is of great importance – and in all the aforementioned countries. “The marketing departments need to approach the issue globally,” advises Perrey.

Many products are appreciated in different countries in different ways. For example, in Poland a thriving trade under catalogs, there are big profits await brands such as Otto and Quelle. In the “old” Europe, where the welfare of the citizens above, the purchase of goods through catalogs are less popular. National characteristics manifest themselves when buying a tourist tour with a pre-payment of all expenses: for the French, the main thing is the brand, and for the Germans, on the contrary, the main role is played the price.

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