These industries are mostly consumer-facing ones - retailers, for example. Not that image is everything, however, low prices can beat brand image at certain times in the economic cycle.
|PICTURE BY STUART MILES AT FREEDIGITALPHOTOS.NET|
This issues of Brand, Trust and Reputation are even more acute when the industry provides intangible services such as banking.
Banks suffer from being hated by many. They are a "necessary evil" or, in marketing terms a "distress purchase" - nobody wants a loan, they want the yacht, sports car, holiday or house that a loan can make possible. The cost of the loan is a focus in a competitive market but it is the benefits that it brings that the borrower really wants.
In Higher Education, we ask, what features of our Universities really make the "brand"?
- Ivy covered walls?
- Extensive sports facilities?
- Prominent graduates (not necessarily the bulk of successful hard-working ones)?
- Eye-catching logos?
- Awards and League Table Positions?
OR is it
- The teaching?
- The student experience?
- The relevance?
- The "care"?
....and, exactly who is the audience? what market is University BRAND directed at?