BY AURELIA MITCHELL DURANT Globalization has become a reality for the planet. The very loose and fluid definition of globalization is summed in an often-quoted quote by former Secretary-General of...
Originally posted 2014-06-13 11:00:35.
By Ann Marie Sallusti | amdlawgroup.com
Some consumers are more interested in buying a product for the label or brand it represents rather than the functionality of the product. Regardless of the price, a consumer may be willing to spend more money to own a product with a well-known label, such as Starbucks, Louis Vuitton, Apple, and Ralph Lauren. There may be a cheaper product on the market, but the consumer will pay extra money to own and use a popular name brand. The consumer is essentially buying the product for its label. The label is important to some consumers to determine whether it will be a worthwhile purchase. In an article written by David Ning, he explains some helpful details to consider before splurging on a designer product. For example, he discusses the design value, the importance of the item to the consumer, and whether the product is classic or seasonal. A product can be “in style” for a particular length of time, where the product value eventually expires. On the other hand, classic products are timeless, where the product value never expires. The value of the product is often calculated by society views and the importance of the item to the consumer. Even though one consumer may believe a product is seasonal, the same product may be invaluable to another consumer.
The creator makes products to appeal to consumers. If the consumer desires to associate with that label or brand, the consumer will probably pay the extra cost for the product. There may be a similar, cheaper product on the market with a different label, but consumers may choose the well-known, popular brand over the secondary brand because of the name on label. Some consumers believe the popular brands are better quality, which make the product more desirable over less well-known product brands. Most consumers continue to buy popular brand names because of their reputation in society and not the functionality of the product.
Labels are important to creators as well. Labels and brands depict the originality of a creator’s work and ideas. Therefore, creators should be concerned with the infringement of their brand and labels by subsequent users. Trademarks and copyrights are the cornerstone of a franchise system. Creators use their marks, brands, and labels as a major profit center. The label becomes the product rather than a representation of the product. A creator should protect their brand and label because consumers familiarize themselves with particular brands and will continue to buy the brands that they are accustomed to buying. By protecting brands and marks, creators not only have a federal right to destroy counterfeit goods, but creators can enforce those rights in court.
In the end, if a consumer has the economic means and desire to own the brand name product, most consumers will pay the extra cost for that popular brand, rather than save money on a similar unpopular product with the same functionality. Also, creators of popular labels and brands continue to make their products knowing there will always be a market to sell their products.
David Ning Article: http://moneyning.com/money-tips/before-paying-more-for-the-brand-name/