Okay, just to be clear, this does not apply to all ‘Brand’ products or services, but it does apply to a lot, even big brand products we naively trust.
Some big brand products do endeavour to live up to their claims of quality and service, but not anywhere near as many as we think. Some of the lesser known brands actually deliver better quality and better customer service than some of the big brands, and some ‘no brand’ or ‘no name’ (generic) products are as equally good as the big brands, some are even better. Primarily this relates to, but is not limited to supermarket level everyday consumer products and lesser known brand or no-brand apparel lines. Many no-brand or no-name products are indeed inferior to some of the brand products, but expectedly so, simply because they are generally a lot cheaper… and this of course is because we are not paying the added cost of ‘the brand’ image.
Some big brands, in fact far more than we might expect, are at the very best the same level of quality of their no-name competitors, and some are even inferior.
When we pay premium prices for a ‘Brand’ product, especially a big national or global brand, presenting the image of ensuring us quality and customer care in all their marketing and advertising, we expect to get the quality promised that we pay for. However, too often, as was the case with a particular big brand handbag and accessory product I bought as a gift for my wife recently, not naming any names, it’s up to you if you want to Guess who, the premium price we pay for the luxury of the ‘brand’ and the anticipated product quality and subsequent customer care and service, is way below standard expectation and remarkably inferior to the cheaper lesser known brand or no-brand lines.
I think it is about time these ‘Big Brand’ businesses and corporations, that charge, sometimes ridiculous premiums (high prices), just for having their brand image logo and name on the product, many of which are in fact made in the very same factories that the no-brand equivalents are made, with no emphasis on improved quality, start putting their money, products and services where their big loud mouths are, and actually deliver the quality they proclaim. Then back that up with a level of customer care indicative of the high price we pay for the “privilege” of walking around advertising their brand on the products we buy from them.
Perhaps it is us, the consumer that needs to enforce this change, simply by not buying their over-priced inferior quality brand products anymore, until such time as they deliver, ‘as advertised and promised’. Because honestly, if you devote just a little bit of time in scrutinising and researching when buying a new product, you will discover two things when making proper educated comparisons… 1. You can get cheaper no-brand products that are at the very least equal in quality and performance to the brand product, if not better, and 2. You will find under proper scrutiny and checking that many of the ‘brand’ products are in fact no better in quality and performance, and in some cases inferior to, the no-brand equivilent.
Do the research, put the product to the test before purchasing, and you will be surprised. Far too often we just assume it is going to be a good quality product, because the recognised brand power tells us so. If I’m paying premium price for a pair of sports shoes, a handbag, a lawn cutter, a box of chocolates, a free range chicken, a smart phone, a computer, a pair of shorts, a new car, or any product or service, I expect… no, I demand, that it lives up to the promise endorsed by the premium price I am paying, and is at the very least 30% better quality than the lesser, cheaper option… at the very least, but it should be much more based on the percentage of higher cost. Then if by chance the ‘brand’ product I buy at premium price does not live up to its promise, through some manufacturing fault of poor quality material or for whatever reason it fails. I expect… no, again, I demand, that the product company or business give me a level of customer care, consideration and service that ‘I’ consider satisfactory or above average at the least. If a company demonstrates to me they are only interested in their customer’s money and not the customers, then in my opinion, they do not deserve to be in business.
No matter what, it is always a people business, and people should come first. Without customers, no business is in business… perhaps it might do these ‘Big Brand’ companies to remember that!
We are the consumer… the power is in our hands!