Question

Topic: Branding

Dilution Of Brand Equity Due To Retailer's Display

Posted by Anonymous on 6/17/2004 at 8:45 AM ET 510 Points
I recently came across a very shoddy display of a very well-known brand and the first thought that came to my mind was that I do not expect this from such a popular brand. That made me start thinking whether your Brand equity can get diluted by the way a retailer displays a brand? Is display an important enough variable to affect strong brand perceptions in the mind of the consumer? If yes, then how do brand managers control the display of brands which are going to be displayed in thousands of retail outlets?
I am writing a report on Brand Equity and various factors that contribute to it. I have got those factors covered but would like to have your views on this one.
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RESPONSES

  • Posted on 6/17/2004 at 9:33 AM Member
    The answer to your question is: Yes. Your brand suffers the consequences.

    This situation doesn't amaze me, even though it really shouldn't be happening. Companies like P&G pay truckloads of money on merchandising and controlling that merchandising. However, as I have experienced in the past with export markets and duty free displays, it's tough to be ubiquitous with your style standards.

    I agree with JBtron--a style standards guide is the way most brands go. It delineates everything from ATL and BTL layout to Pantone colors to which shelf the brand should be on (and not be on).

    One example is Disney. They have their hands full with these kinds of issues because of all the licensing they do (and of course all the counterfeit they have to deal with). There is an entire division dedicated to how to portray the Disney characters (the way Mickey should and shouldn't smile, the way Minnie should stand, etc.) and therefore keep the "magic" of the Disney brand alive even when you're not manufacturing or distributing the merchandise yourself. I've seen their Style guidebook, and believe me . . . it rivals the NYC phonebook.
  • Posted by Blaine Wilkerson on 6/17/2004 at 9:35 AM Member
    Not much more I can add other than the fact that a lot of companies provide their own displays for their products (i.e. boxes that double as displays, metal racks with plasitc signs, separate cardboard dissplay units, etc.

    Like JB said, the display is usually one of the terms of the agreement and if you see a "homemade" display that is doing obvious damage...call the company. They might send you a free product for the notice!

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