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The confusion of brands does not suit anyone

Two trademark experts talk about the need to detoxify the business of branding. Proposed collaboration between manufacturers and retailers to simplify consumer choices and . For a long time been thought that consumers like variety, more choices that are more likely are you to find what they are looking for. The problem, said Christoph Burmann and Jan-Philipp Weers, is that the desire to give consumers what they want, retailers and manufacturers may have gone too far. Studies of confusion - a relatively new field of interest but rapidly growing - the number of options available is becoming a shopping experience that could be enjoyable in a marathon overwhelming decisions. One possibility to solve that will narrow the range of options, but that does not seem attractive. The first manufacturers to do so would be giving up shelf space (and market) the other competitors. Another possibility is that retailers were the first and limit the number of products in your business. That tamppoco seems attractive because despite consumer confusion emuestran research that - not the other elements changed - people still prefer places with many options. A realistic solution would be to give consumers a reliable guide to help them navigate through so much variety and leave satisfied with their choice as well as loyal to the store where purchased and the manufacturer of your choice. For that, manufacturers and retailers have an ally: the brand. Marks may be strategic, flexible and easier to manipulate than the organizations. Resort to brands to help consumers simplify their choices and shopping experience is a smart move. In the past have acted as a liaison between the company and the customer. Are promises, expectations and attitudes. But lately are the brands themselves that have caused much confusion. In a recent study by two experts, 70% of respondents perceived as confusing the brands they know. And in point of sale, the confusion increases. In the interest of both manufacturers and retailers should work together for better understanding of its role in the ecosystem of companies that exist to create value for consumers through branding. If this is not possible, traders should think about the entire ecosystem and marks and use other means of guidance for their clients. The full article can be read in http://adage.com/cmostrategy/article?article_id=144708 Via @ THESLOGAN on twitter