Obsolete Name Brands

There is no reason for a Name Brand to become obsolete

Name Brands are a persistent presence in our lives, from the vehicles that we drive, the clothes that we wear, and the food that we eat. The visual appearance of the brand and the reputation behind the brand allows a consumer to make the selection to utilize such a product. The name brand establishes the difference between the product and a similar product. Name brands should never become obsolete; this can only occur as a result of a company’s behavior to change whether we focus on time periods or customers.

A company must have the capability to differentiate the quality of a product to a consumer in comparison to a similar product. Branded Equity as stated in the textbook is, “ is the added value endowed on products and services” (Kotler & Keller, 2008, p. 238). This is the strength that a name brand holds when a consumer sees, hears and also in the development of the customers thoughts and feelings revolving around the brand. Brand equity if closely analyzed will allow the measurement of decrease or increase in value for the name brand. Brand equity must proceed for the company through time to allow for success on marketing actions in the present and in the future. The company must apply consistent attention to the name brand so that the value and quality remain consistent versus degenerating.

Time and customers change on a consistent basis as a result a name brand has a tendency to become dull and obsolete. A company has to have the capability to be accepting of innovation and strategies that allow the product to adapt and become once again useful despite the change of the time period and the customer base. An example is Apple, which continues to strive in the CE business for over 34 years. The mission of Apple based on Steve Jobs is, “To create great things that change peoples lives” (Kotler & Keller, 2008, p. 242). Even with the decision to reduce the price of laptops they still generated...