In Advertising one of the most important things a company may have is a brand. A brand is not the actual product manufactured instead it is a name or term used to identify and distinguish the product or service from competing products or services.
Advertising alone may be enough to get consumers to look at the product in a new light (Russel, 2008). There are several products that are redesigned or have included a new ingredient and require a new introduction to the public. In a related article found in the Harvard Business Review we can see how putting the brand of an ingredient on an existing product may increase its appeal. The article explains that some brands may have to comprise its brand building in order to incorporate a new ingredient which has its own brand. An example of this can be Gore- Tex for water resistant rain gear or Shimano gear systems on high performance bicycles. The article explains that there are four conditions in which a provider of the final product or service is willing to compromise its own brand-building to add the ingredient brand on the package as well as in advertising. The conditions are: (1) The ingredient is high differentiated; (2) The ingredient is central the functional performance of the final product; (3) The final product is not well branded itself; (4) The final products are complex and assembled with parts from multiple firms.
The information found in this article is related to the information presented in chapter three of our Advertising textbook under the newer pioneering stage of a product.
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