Superbrand survey 2009/10

The latest Superbrands Survey was published earlier this month (July 09) - and it made interesting reading. Despite the current economic climate consumers are remaining loyal to the high-profile brands, and the price tag that comes with them. The top 5 are:
1: Microsoft
2: Rolex
3: Google
4: British Airways
5: BBC
The brands are assessed on quality, reliability and how easy it is to distinguish them from their competitors. You can read a full report on the survey on the Marketing Week site.

Now, what relevance does this have for the average UK business? Most businesses aren't high-profile, household names. They have a local, or at best, regional, client base. If consumers want big brands what difference does it make to them?

Well, I think it says an awful lot to any business, whatever your size. If you look at the assessment criteria: Quality; Reliability; Standing out from your competitors, these are all attributes relevant to any business. If that's what consumers are looking for from the big brands, it stands to reason that they looking for it in the other purchases they make too. They're not being driven purely by cost or convenience. They want to be confident in the products or services that they're buying.

Your marketplace may be modest by comparison to Microsoft or Google, but you can still strive to assume the same position in the eyes of your customers. You don't need to try and compete on price. If you can deliver quality and reliability in your products or service, and communicate that in a way that differentiates you from your competitors, you have the opportunity to increase your market share. And if you read my previous post on the Starbucks 'stealth' rebrand, and business strategy in a recession, you will see that now is a great time to steal market share.

If you'd like to talk about how your brand can help you to achieve that, I'd be happy to have a chat: jonathan@alderandalder.co.uk or 01392 248107.