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WHY NOT STICK WITH THE GENERIC?
Generally, an organisation can set a higher price for a branded product and make a higher profit, even if it’s pretty much the same quality as a generic one.
The idea Not all products and services are branded. In my first aid kit ,there are some Boot’s Antiseptic Wipes. Boot’s is a brand, the name of the UK chemist shop chain and manufacturing company. They have sub brands like Boot’s No 7 make-up, and also sell their own generic products, like Boot’s own brand soluble aspirins – which are cheaper than branded ones – and the antiseptic wipes. If they wanted to make their wipes stand out from anyone else’s, they could perhaps call them Swipeys, and launch an advertising campaign to repeat the name enough times to make people remember it. So they would invest in the publicity, and then hope to make more profit because customers would come into Boots, look at what’s available and say to themselves, “I’d better get the Swipeys because I’ve heard of them.” The reason to create a brand rather than use the generic word, like the Apple iPhone rather than just the Apple SmartPhone, is to make it stand out from the rest. There are lots of smart phones, but only Apple can make an iPhone because Apple has protected the name using intellectual property (IP) law.
86 • 100 GREAT BRANDING IDEAS
100 Great Branding Ideas 14dec.indd 86
12/14/11 11:14 AM
