Introduction
While competition becomes a common phenomenon, it’s even becoming much more severe in the today’s business world. Therefore, winning over of the clients’ mind thoughts as well as their desires of heart has been very important thing. Numerous organizations have known that brand names are some of the most important and valuable tools available for marketing of their products and services.
With this kind of understanding and knowledge, many companies have used brand names on their products and services as a way of associating company with products and services mainly for reasons of competition. It is viewed that brand products represent a particular value that is associated with the production or manufacturing company (Christ, 2008).
Definition of case study
In the marketing field, the term brand products has both been misused and overused as in the whole business world. This implies that branding is term that has been given different definitions according to knowledge and understanding of the different persons. Generally, a brand may be a name, symbol, sign or any other feature that is used to distinguish a company’s products from those of its competitors.
A company can therefore compete with its rivals through the means of differentiation of its products by exercising branding practices and quality production. A company can also become a better competitor to combat its rivals through generalization of the products. This is whereby the products can be universally used (Flaschner, 2011).
Obviously, the superficial view is that generalization is better practice than differentiation associated with the practice of branding, due to the universality on the usage of the products which opens the possibility of capturing a wider market share; however, this is a falsified impression in the sense that, generalized products have got short market advantages and benefits.
The generalized products are prone to many market risks, which may thwart the market share expansion of the product or service within a short period of time. though is anticipated that most of the luxurious good and services should be produced in the form of generalized products for the purpose of capturing a large market share, there hidden dangers of having the benefits transferred to a second beneficiary rather than the producer.
For instance, Microsoft windows are one of the computer software which is widely applied in the performance of several computer tasks. though in the first place it appeared that Microsoft windows generalization was going to capture a very large market, which indeed it has done, there are a lot of problems which a rose since is initial launching.
Microsoft windows has been shown to have been an issue surrounded by saga of insecure distribution of the product, which is a major problem associated with the feature of generalization (Chaudhuri and Holbrook, 2002).
A part from this, overtly it can be argued that the wide market share of the software is not greatly associated with the characteristic of generalization. However, the quality of the design has been a key driving factor for its capturing of the diverse market and the large market share.
Microsoft windows was designated is such a way that integrated simplicity to enable ease of utilization by any person with basic knowledge of computer technology.
Needless to say is that the simplicity was a kind of quality feature which the customers needed for the purpose of executing the various tasks without experiencing any hardships but it was not a characteristic or attribute meant to achieve the goal of generalization (Freeman, 2008).
It is also important to note that Microsoft windows design quality has not only been created and attained by its use in the modern computer technology, but since its production, it has remained among the leading software not in a particular state but globally and in all computerized system.
This perhaps has been enabled by its compatibility feature, which over the year has made to support the numerous other programs without necessary call for modifications. Despite of its international employment to perform and support millions of computer systems, the software has remained stable.
The above brand feature and qualities have led to creation of a greater customer attraction, and therefore it imparted a high sense of loyalty among the consumers.
Evidently, it has been established that a large percentage of clients who have previously used the software still purchase the company’s products for new installation or updates and they also advise new potential clients to go for the same kind of products from the corporation.
Conclusion
As I conclude, producing of brand products bears several advantages to the consumer and manufacturing organization.
Brand products act as a form of advertisement instrument of the company and thus it integrate not only the branding item but quality of the products is maintained by company in order to ensure consumers remain loyal to the company.
In the mention of quality, it does not mean that the product has top feature, but need to possess the features that attracts the consumers for client have specific qualities and feature which they look for when purchasing products or services.
Organizations should avoid using generalized products as these are likely to lose market easily through lose of quality through counterfeit processes.
References
Chaudhuri, A. and Holbrook, B. (2002). Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect. Journal of Brand Management, 10(1), 33-59.
Christ, P. (2008). Principles of Marketing. KnowThis. Web.
Flaschner, A. (2011). Quality Function Deployment. Trident University.
Freeman, J. (2008). The Marketing Mix: Products and Branding. PPT Trident University.