Homework Help

What are examples of brands that are positioned to deliver different value to consumers?

user profile pic

Mizdee | Student, Undergraduate | (Level 1) Valedictorian

Posted December 5, 2012 at 11:22 PM via web

dislike 0 like

What are examples of brands that are positioned to deliver different value to consumers?

1 Answer | Add Yours

user profile pic

thanatassa | College Teacher | (Level 2) Educator Emeritus

Posted December 6, 2012 at 12:02 AM (Answer #1)

dislike -1 like

Branding is a way of differentiating among products and services. Thus any brand by its nature appears to deliver unique value to customers. Of course, this appearance is often not a reality, or the reality of the difference has to do with identity and image more than actual product characteristics.

Luxury brands are differentiated because a great deal of the value they deliver is what Veblen referred to as "conspicuous consumption". In other words, if you buy a $2,000 handbag, the "value" you get is in showing off that you are sufficiently rich to buy such items.

No-name and store brands tend to promise to deliver low-priced goods identical in all ways but packaging to "branded" goods.

Franchised brands deliver the value of consistency. When you walk into a Starbucks anywhere in the world, you expect roughly similar coffees and free WiFi.

Join to answer this question

Join a community of thousands of dedicated teachers and students.

Join eNotes