Читать книгу Launching & Building a Brand For Dummies - Amy Will - Страница 84

Many brands choose to compete simply by offering the lowest prices, and some are successful at it — Walmart, for example. This strategy generally undermines the purpose of branding, however. It’s the right approach if you’re selling a commodity (something that’s pretty much the same regardless of who’s making it or selling it), but it’s usually the wrong approach for a brand (something distinct that people are willing to pay more for).

Competing on value is usually a more effective strategy as long as you consider the cost to you. With the value strategy, you’re offering people more for their money. But adding value doesn’t necessarily cost you more. You may be able to introduce a superior product or service that doesn’t cost you more to produce but that you can charge more money for.

Competing on cost alone is usually a loser’s game that drives down revenue across an industry, but it can work with the right strategy.