Our Brand

In many markets, consumers believe products to be interchangeable; many people also believe that a low-cost no-name product is sometimes even better than an expensive branded product. At the same time, new and aggressive competitors are constantly launching on our markets. In this environment, the brand, and particularly the emotions that are associated with the brand, play an important role in the consumer’s decision to buy – and this is often the decisive factor.

»Emotions make the difference today«

Prominent examples of successful, emotional brand management include Apple, Red Bull, and Coca-Cola. For example, if people are asked to choose between Coca-Cola and a generic brand Cola; if the experiment is repeated with the brands revealed from the outset, 65% choose Coca-Cola. So, we can see that it is the brand and associated emotions that influence our customer's judgement.

Why The Brand

 

Of course, quality and service are also extremely important and image-building factors  ,but it is a long time   since it was sufficient for a company to trust solely in the quality of its products and services. Particularly in saturated markets and for brands with high market share, the "brand" plays the crucial role in further growth. For customers of premium brands, these days it's expected as a matter of course that these brands set themselves apart with outstanding quality and service.

 

• Brands make it easier for people to make a decision as to whether they buy a certain product or want to work at a company.
• Brands differentiate companies from the competition and create loyalty by making promises and fulfilling expectations.
• Brands make it possible to demand higher prices, and for the value of a company to be increased.
• A strong brand is a credible platform for new products – including where a leap of faith is required.

All of these features and continuous improvement will help your company to grow and remain successful in the future.

 

Functions

The image of the brand, i.e. what consumers associate with the brand, is created first and foremost in their minds. For this reason, it's important to take into account which specific tasks and functions a brand takes on.

• Forming preferences & profiling
• Differentiation from the competition
• Customer loyalty & recommendations
• Increasing the value of the company
• Pricing policy leeway
• A platform for new products
• Identification

The Brand is a Driver of Growth

In order to benefit from a strong brand, it is important to know what role the brand plays within a company. After all, the brand is not the logo: it is made up of products and services, the environment that is created, and the company's culture and communication both internally and externally. It is a powerful driver of growth because it plays a role for so many aspects of a company. We can all contribute to ensuring our presentation is consistent across all touchpoints in future, and that we charge the STIHL brand with emotions through our action.