ll products and servicesare commodities. Noproduct in any onecategory can be saidto be better or worse than thenumerous other competitors.Thoughts like these mightgive business people (andmarketers) nightmares.But that is not the case. Forwhile global systems of productionand distribution are creating asurfeit of products like neverbefore, people remain people. Andthat’s good news for companieswith a healthy brand image.Our collective desire tobe loved and accepted, to feelconnected to others, to be apart of something bigger thanourselves, is a human universaland part of our genetic makeup. As the old saying goes, mancannot live on bread alone.The saying may have originally been intended to describe the eternal need forsomething more in life than just mere sustenance, but we can extend that concept tothe reality of brand power.The idea of going into a supermarket full of products that are perfectly ﬁne interms of quality or performance, but packaged, priced and sold in exactly the sameway, may be disheartening to consumers. The range of colours, styles, messages,fashions – even smells and sounds – associated with modern branding can beexhilarating to a shopper. It makes shopping fun – whether for a consumer electronicspurchase, a loaf of bread or a car.In this issue of
, we look at brands – what they are, how theyfunction, how they are measured and the issues involved with building them. Wefeature an article penned by Dr Jan Hofmeyr, Synovate’s own resident expert on brands,about his new tool that’s designed to help brand managers correctly predict the value of their brand sales. It has a lot of potential for all those tasked with increasing the equityof their brand.In short, we are living in the age of brands. That’s something that most peoplealready know, either instinctively or rationally. Identifying the ways in which a brandcan be made successful is the next challenge. It is the challenge that we take up inthis
The almighty brand
EDITORIAL TEAMALICIA KAN
EMILIO RIVERA III
CONTRIBUTORSLEWIS BORG-CARDONARADHA CHADHAJAN HOFMEYRELIZABETH JONESALEXANDRA SUTCLIFFEDAVE WONGPUBLISHING AND BUSINESS TEAMSALICIA KAN
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THE MARKET RESEARCH MAGAZINETHAT IS DRIVING CHANGE IN GLOBAL BUSINESS
is published by Eight PublishingLtd on behalf of Synovate Ltd. All rights reserved.This publication may not be sold. No part of thispublication may be otherwise reproduced, adapted,performed in public or transmitted in any formby any process without the prior authorisation of Synovate Ltd. © Synovate Ltd, 2007.The articles in
do notnecessarily reﬂect the views of Synovate.
ISSUE 10 / 2007CHANGE