Question

Topic: Advertising/PR

3rd Party Logo Should I Use It

Posted by Anonymous on 11/24/2008 at 1:45 AM ET 125 Points
Hi, I am working in SE ASIA in the FMCG industry. In edible Oils to be exact. I have just received an invitation from a 3rd party company, that invites me to use their logo as a "Power Brand" in recognition of our strong brand.

In our market there is "Power Brand" and "Super Brand" for FMCG.

Of course this is not free but is not much either roughly 2000 USD, one time fee.

All but 1 competitor have utilized these logo's, 2 have used "Super Brand", 1 has used "Power Brand" and the other is still neutral like us.

I would like to ask the forum, what are the pro's and con's in using these quality assurance logo's.

I can see many advantages but really cannot see any negatives, but I am sure I stand to be corrected.

Basically the question is "WHAT IS THE SIGNIFICANCE OF USING THE LOGO, " POWER BRAND ...MARK OF QUALITY"

Regards,
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RESPONSES

  • Posted by Jay Hamilton-Roth on 11/24/2008 at 8:16 AM Member
    It depends what your target market think about the logos. If it builds trust/assurance in your product, then it may be worth it (you'll still need to determine the ROI of using it based on surveying your prospects). If your prospects could care less (or it's not a primary benefit to them), then it's probably not worth it.
  • Posted on 11/24/2008 at 9:26 PM Author
    Hi, yes your absolutely correct in understanding if the target market finds logo's as an assurance type of thing, however what if you are not sure about your target market and do not have the man power to do survey's. What other alternatives in regards to finding if the logo's have validity or not.
  • Posted by chough on 11/28/2008 at 9:38 AM Accepted
    I'm with Nancy B here, spending $2K on a logo on the off chance that it will impress some of your consumers is after all just a bet without any data to back it up. Use the $2k for research. My second point is a bit more general… what have you done to 'qualify' for these logos? What do they actually mean? If anybody can just pay two thousand dollars and use the logo it would seem pretty wothless to me. Todays consumers are smart, savvy, and can see through an attempt to bullshit them. If you've earned an award for the quality of your product, by all means put it on there, but I personally wouldn't clog up my packaging with spurious random logos about being a power brand.
  • Posted by chough on 11/28/2008 at 12:36 PM Member
    I've just reread my response, and (even to me) it comes across as aggressive and didactic, that really wasn't my intention, so apologies for the overly strident tone of it nash!
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