Visual Branding in the Age of Amazon - Flipbook - Page 37
9. PURE LOW PRICE IS NOT SUSTAINABLE
as a brand strategy
There are many value brands. Value is an effective consolidation of both
price and quality. Very few products are true commodities in which quality
differential is minimal (eg. Gasoline). Great brands prominently highlight
the distinct solutions they provide as a key reason to buy. But when a
brand sells price as the primary benefit, there will always be cheaper
brands. It is neither a secure nor enviable market position to be perceived
as the cheapest brand.
BRANDLESS SELLS ALL PRODUCTS FOR $3.00. MANY OPINIONS ABOUND AS TO THE SUSTAINABILITY OF A BRAND DESIGNED
TO COMPETE WITH PURE PRICE AGAINST A COMPETITIVE PLETHORA OF STORE BRANDS AND GENERICS.
