Why build a brand anyway?

So why spend so much time, effort and money to build a brand?

Its hard not to noticed the price difference between branded products and generic versions when grocery shopping.  Watties tomato sauce for example can be twice the price of a supermarket brand.  I’m not even going to get into whether Watties tastes better.   My point is that the costs for making Watties, or a generic brand of tomato sauce is likely to be much the same.  So the difference in mark-up is one measure of the value of the Watties brand. 

A strong brand adds value to your products or services by differentiating them from your competitors, establishing credibility, gaining trust and therefore customer loyalty.

In fact, back to the Watties sauce example, I have an uncle that left New Zealand almost 15 years ago to live in Oklahoma USA, who still has Watties tomato sauce posted to him by the box…  Now that is brand loyalty!

The great news is that even with well targeted branding and marketing strategies, all businesses can reap the benefits of building a brand.

About Al

Alistair has managed and built small businesses in a varied industries from agriculture to the web. Years in sales lead to his obsession with marketing.
In his spare time he enjoys time with his family, sails and reads marketing books.
Get more from Alistair on Twitter and Google+.


  1. Im from Napier New Zealand and for me there is nothing like Watties Tomato Sauce, it what makes kiwi’s, kiwi’s. In my case it go’s with almost every thing.


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