In a global economy subject to changing market dynamics and heightened competition, the role of brands has never been greater. They serve as a route map for purchasing behavior and, when managed properly, generally accrue significant value to their owners.
But how do you evaluate a brand and evaluate what makes it special?People have got an allegiance syndrome when it comes to choosing their product and service providers. It’s a disease in everyone to want to stick to what they believe in regardless of the charges that come with their loyalty to that service or product provider. Clients are the most contributory factor towards growth or downfall of a brand.
By Tongai Mwenje
The desire, taste, bias and favoritism from individuals who are the clients amplify a brand. Most people have remained committed and loyal to certain brands regardless of their exaggerated rates for their services and products.
Who or what makes a brand popular? Is it a policy, an individual, the government, promotions or individuals within an organisation?
There was a time I thought founders have got a part to play in the growth of their brands, and yes it proved to be true as most organisations pioneered by individuals stood up than those started by a group of individuals, Facebook, Microsoft, Apple to name but a few are some of the examples of brands pioneered by individuals.
But what is the right answer for evaluating brand performance? Some would argue that financial models in isolation are unreliable, given fluctuations in corporate profitability.
Some would contend that marketing measures alone are unsuited to the realities of today’s management needs. Others would argue that no single methodology is credible enough to encompass all the dimensions and complexities of a full evaluation of a brand.
These different points of view mean that today there is a proliferation of measurement approaches that attempt to bridge the traditionally separate considerations of finance and marketing needed to provide a more holistic view of brand performance.
Econet Wireless is a brain child of Strive Masiyiwa and according to facts on the ground it’s younger than the other two mobile network providers viz Telecel and NetOne, but in terms of current subscribers Econet rules the roost, currently sits on close to 9 million subscribers. The biggest question is what and who made them popular?
Technomag editor previously had an interview with NetOne managing director Reward Kangai who blamed brain drain as their worst enemy towards their growth.
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| Who or What Makes Brands Great? |
My findings direct me to allegiance syndrome, and that’s on its own has got the power to determine what to choose from a pool of products. Netone has done so many innovational and motivational campaigns through their mobile money product dubbed “OneWallet”.
NetOne recently introduced a soccer tournament called OneWallet Cup in a bid to lure clients but it seems people have committed themselves to certain service providers and have got no intention of crossing over to other networks.
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| Who or What Makes Brands Great? |
Some organisations are a result of combined ideas and they have stood the test of time and are incomparable with some individual pioneered projects. So who makes the brand popular?
One school of thought By Interbrand attributes this to three principles which are as follows;
- 1. A compelling idea. Behind every brand is a compelling idea, which captures customers’ attention and loyalty by filling an unmet or unsatisfied need.
- 2. A resolute core purpose and supporting values. These remain in place even though the business strategy and tactics have to be regularly revised to address and take advantage of the circumstances of a changing, and in the detail often largely unanticipated, world and business environment.
- 3. A central organizational principle. The brand position, purpose and values are employed as management levers to guide decision-making. This becomes so ingrained in leading organizations that they consciously ask themselves, “How will this decision impact upon the brand?” or “Is this on-brand?”
According to Shelly Lazarus, chairman of Ogilvy & Mather, “Once the enterprise understands what the brand is all about, it gives direction to the whole enterprise. You know what products you’re supposed to make and not make. You know how you’re supposed to answer your telephone. You know how you’re going to package things. It gives a set of principles to an entire enterprise.”
But i would still argue that the most contributory factor to the greatness of any brand is the client. The desire, taste, bias and favoritism from individuals who are the clients amplify a brand.
Most people have remained committed and loyal to certain brands regardless of their exaggerated rates for their services and products.
To some extent these factors vary from country to country, it’s not like a one size fits all scenario, but I would say here in Africa and Zimbabwe to be particular, people are the pushing factor behind any brand. I stand to be corrected if I am wrong.
I have heard many people complaining about the charges that come with Econet services and products, but if you ask them which network are you on, surprisingly you hear that same provider with no intention of migrating to other networks.
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| Who or What Makes Brands Great? |
NetOne is running a dollar per day promotion, Telecel is rolling out 35 minutes for a dollar promotion within Telecel family and Econet is doing the same for its buddies, but with those mega promotions nothing has changed in terms of gaining or loosing clients, people are just holding on to their original network provider serve for few like me who always want to taste different dishes.
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| Who or What Makes Brands Great? |
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| Who or What Makes Brands Great? |
But those few have got their original and so called reliable, dependable and convenient network lines, and I wouldn’t mention who my reliable, dependable and convenient network provider is for fear of victimization, but believe you me I have got one.
To wrap up the show, client is the most powerful ingredient towards the rise or downfall of a brand, yes founders, ethics and principles within an organization are very powerful but if your targeted client or market dislikes you, your rising is an arduous process.
I am a man of flesh with same passion and likes as you; just like me you can as well share your side of thinking. Telecel, Netone, Africom and Econet fans is this a good buy for the season? Let’s talk…
