Subject:
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Re: Juniorization Lives, and comments on marketing strategy
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Newsgroups:
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lugnet.general
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Date:
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Sat, 3 Feb 2001 20:39:57 GMT
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Viewed:
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1102 times
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In lugnet.general, Tim Courtney writes:
> > I'm really starting to worry that what that they're actually seeking to
> > strengthen is their brand equity.
>
> I've been talking to a friend who believes just that. Its sick, really.
> What they're going to end up weakening is the association between their
> brand and quality products. And they'll end up saturating the market with
> their brand identity (like Nike did for TV commercials and like Yahewww! is
> doing for the web) - to make people sick of them (the general public that
> is). So they'll have brand recognition at the sacrifice of quality and
> annoying the consumers.
Well, I'm concerned about it from the business angle as well. I mean, it's
almost as if the folks at the top at TLC have decided that they've become
bored with the whole show and want to cash out of the business in a few
years.
Who knows if that's the plan or not, but it's a sad thought. I mean,
imagine if the ultimate purpose of all of this marketing and branding was
to make the company's balance sheet look as attractive as possible to
potential buyers in 2005-2006. Even though brand equity is an intangible
asset, it's something buyers look at. What would happen to the product
line if TLC were bought by, say, Disney in 2006?
--Todd
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