Unknown Brand Poll

Wondering how to make a success of your unknown brand?

Our panel of trained professionals gives you some insights in the how

and why of unknown brand’s successes.

Both “Value for Money” and “Innovation” score high with our experts. “Guarantees, terms

and conditions” is deemed slightly less important where “Visible real world presence” as well as

“Price” are found to be the least important factors.

Price seems such an important factor in our buying behaviour but in fact the success

of unknown brands is based on more then price alone.

What the panel members want is “Value for Money” whatever that means.

More for less? Service and guarantees and a quality product for a reasonable price?

This poll gives no answer to such questions but it’s reasonable to assume that the right

mix of all such factors should be involved, or…?

Guarantees, terms and conditions are less important to our self confident professionals

who share a certain degree of affluence.

The Innovators have the upperhand in our panel: next to value for money, “Innovation”

takes a shared first place in this Poll’s outcome. Many of our panel’s members work in media,

marketing and IT, and therefor professionals who are prone to be partial to this type of

consumption themselves. On the other hand: they may know what their talking about since

many of them have actually helped build brands, products and services. The question is put

them in such a way that it is unclear wether to answer it as a consumer or as a professional.

A visual real life presence is not found to be important by most of our panel members.

Does this indicate a growing confidence in the internet as a reliable distribution channel?

Surely the members of our panel think so because they are internet-savy professionals who

took the poll on the web. One might say they are biassed in this respect or blame the pollster

for asking the right questions to the wrong audience. But this is looking at the problem from a

general consumer-perspective and not from a brand building, possibly niche market oriented

perspective: or is it the other way around now? Surely: internet- skeptics have become an

ever smaller niche themselves long ago.

Representatives of enterprises and medium companies are partial to the notion

that “Value for money” is the deciding factor for the success of an unknown brand.

Large company representatives view “Price`as the deciding factor. Smaller companies,

the majority of panel members are divided amongst themselves but are more partial to

innovation. Small companies are often more innovative then large companies; staff of

large companies are often cost-focused because of overhead and a strategy focused on

gaining marketshare, where as enterproses: A-Brand organisations try to consolidate their

marketshare with a quality oriented strategy that builds the reputation of their brand and

allows them to charge a higher price. These answers therefor allow the conlusion that they

reveal something about the mindset of the person who took the poll rather then about the

question of the secret to an unknown brands success, that is if you allow my highly dubious

conjectures which have no statistical basis.

Productmanagers are drawn to (product) innovation: perhaps their mindset

is more product driven, more technical then that of the commercial professionals;

Marketeers are taken with the idea of low price;
Salespeople and consultants see value for money as the magic ingredient.

Amongst the younger panel members (18-24) “Value for Money” carries a lot

of weight; young to middle aged members (25-34) place their trust in “Innovation”.

If hierarchical positions are of influence to the predictive value of a

statement then you should choose either Innovation or Guarantees, terms

and conditions as the spearpoint of your unknown brand’s strategy. All others

have a distinct preference for Value for money, followed by innovation. Innovation

carries a degree of consensus between the professionals and the managers.

Guarantees, terms and conditions carry great importance with our

female participant(s) where the males choose: Price, Value for Money and

Visible real world presence. Unfortunately less then half of those participating

have indicated their sexe.