Manufacturer-Driven Brands are Leading the Way inthe Mobile Industry

amgoo.com /blog/manufacturer-driven-brands-are-leading-the-way-in-the-mobile-industry

Mar 13, 2014 2:22:00 PM

In today's age, a brand hasbecome something more than justa name, symbol or logo that isused to distinguish a company'sproduct from its competitors. It hasevolved into something thatembodies the very essence of acompany, a guarantee of qualitythat speaks of the services itprovides and the value it adds,without uttering a single word. Theway its message sways yourpurchasing decisions, the way itmakes you feel when you becomea part of it or the way its powerhas the ability to touch millions oflives are all reasons why brandinghas become such an integral partof companies' strategies to goglobal.

Brand for better

Good branding does a number ofthings for a company ifimplemented in the correct way. Itestablishes credibility andleadership amongst an ever-increasing wave of competitors.Brands help deliver a messagethat cements loyalty beyond whatproducts a company sells. Theytarget potential customers on a psychological level as a valued brand offers consumers the privilege ofbeing a part of something which enhances their lives and acts as a motivating factor when comparingcompetitors and making the final purchase.

A great example of how brand manufacturer's are leading the way is to take a look at what happenedwith computer tech companies like Dell and HP. These brand-only companies outsourced their corecompetencies in the interest of removing large assets such as factories and staff off their balancesheets, which in turn served to enable their OEM partners in Asia to develop those very same corecompetencies and then take market share from their partners. If an unknown brand like Lenovo orAsus can rise from next to nothing but manufacturing, what does that say about start ups that focusonly on brand? By controlling those competencies in house, brand manufacturers have the agility of acompany that is greater than what you would get from a brand-only company that focuses mainly onthe marketing side of things.

Manufacturer-driven marketing

Which leads me to my next point: Manufacturer-driven brands are better at marketing. They havevested interest in the success of their products so their marketing efforts are more coordinated and inline with the brand image that they are trying to establish and promote to the masses. They are able tocreate innovative solutions for local markets and conditions with their partners and maximize theirreach. Brands that manufacture their own products believe in their own products and this speaks to ageneration of consumers that are looking to be a part of something that they can depend on, and in thiscase, where the belief in and the quality of the products do the marketing themselves!

Topics: manufacturers