http://xavieradam.co.uk/brand-phsyche/ marketing, strategy, finance Wed, 12 May 2010 17:11:05 +0000 http://wordpress.org/?v=2.8.5 hourly 1 http://xavieradam.co.uk/brand-phsyche/comment-page-1/#comment-204 Xavier Fri, 19 Jun 2009 12:39:23 +0000 http://xavadam.com/?p=116#comment-204 <p>@Ben, I agree. The new advert reminded me of the older advert, I know the original brand, but struggle to recollect the new 'pretender'.</p> @Ben, I agree. The new advert reminded me of the older advert, I know the original brand, but struggle to recollect the new ‘pretender’.

]]> http://xavieradam.co.uk/brand-phsyche/comment-page-1/#comment-203 Ben Hedges Fri, 19 Jun 2009 12:34:48 +0000 http://xavadam.com/?p=116#comment-203 <p>Of course, to steal a phrase from the financial world, "the value of brand goodwill can go down as well as up..." Perhaps someone has done some proper research on this, but after quick discussion round the office here we're of the general opinion that it is the copy-cat brand that loses out in these situations as the consumer is reminded of the original brand, and often even thinks the ad' is for the original brand without registering the new one. So if someone if copying your brand messaging it's flattering and you're obviously doing something right. In fact it can enhance your own brand. But it's a different matter if they are a bad brand and this has a negative impact on your own.</p> Of course, to steal a phrase from the financial world, “the value of brand goodwill can go down as well as up…” Perhaps someone has done some proper research on this, but after quick discussion round the office here we’re of the general opinion that it is the copy-cat brand that loses out in these situations as the consumer is reminded of the original brand, and often even thinks the ad’ is for the original brand without registering the new one. So if someone if copying your brand messaging it’s flattering and you’re obviously doing something right. In fact it can enhance your own brand. But it’s a different matter if they are a bad brand and this has a negative impact on your own.

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