Comments on: The impact of price comparison on brand http://www.theequitykicker.com/2008/09/08/the-impact-of-price-comparison-on-brand/ Nic Brisbourne's view from London on venture capital and exploiting change in technology and media Sat, 11 Feb 2012 20:08:00 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: PaulSweeney http://www.theequitykicker.com/2008/09/08/the-impact-of-price-comparison-on-brand/#comment-3374 PaulSweeney Mon, 08 Sep 2008 18:53:32 +0000 http://www.theequitykicker.com/2008/09/08/the-impact-of-price-comparison-on-brand/#comment-3374 nice point about the "showing the comparitors" as a way of undermining scale of reach in branding as a differentiator. I'd love to see a scaled model of traditional brand creation/ distribution and one that uses "click-visibility" or some such value. nice point about the “showing the comparitors” as a way of undermining scale of reach in branding as a differentiator. I’d love to see a scaled model of traditional brand creation/ distribution and one that uses “click-visibility” or some such value.

]]> By: PaulSweeney http://www.theequitykicker.com/2008/09/08/the-impact-of-price-comparison-on-brand/#comment-11549 PaulSweeney Mon, 08 Sep 2008 18:53:00 +0000 http://www.theequitykicker.com/2008/09/08/the-impact-of-price-comparison-on-brand/#comment-11549 nice point about the "showing the comparitors" as a way of undermining scale of reach in branding as a differentiator. I'd love to see a scaled model of traditional brand creation/ distribution and one that uses "click-visibility" or some such value. nice point about the “showing the comparitors” as a way of undermining scale of reach in branding as a differentiator. I’d love to see a scaled model of traditional brand creation/ distribution and one that uses “click-visibility” or some such value.

]]> By: Campbell Scott http://www.theequitykicker.com/2008/09/08/the-impact-of-price-comparison-on-brand/#comment-3373 Campbell Scott Mon, 08 Sep 2008 17:13:27 +0000 http://www.theequitykicker.com/2008/09/08/the-impact-of-price-comparison-on-brand/#comment-3373 I agree Nic, and I think this extra comparison information will improve. I suppose my point is that if a brand wants to compete on price, the comparison site can clearly help emphasise their discount. For other brands, factors like great service may be more important. This is something that is probably best assessed based on the recommendation of others, rather than the comparison site or even a trusted brand. The recommendation of a peer or friend is probably the most valuable. I agree Nic, and I think this extra comparison information will improve. I suppose my point is that if a brand wants to compete on price, the comparison site can clearly help emphasise their discount. For other brands, factors like great service may be more important. This is something that is probably best assessed based on the recommendation of others, rather than the comparison site or even a trusted brand. The recommendation of a peer or friend is probably the most valuable.

]]> By: Campbell Scott http://www.theequitykicker.com/2008/09/08/the-impact-of-price-comparison-on-brand/#comment-11548 Campbell Scott Mon, 08 Sep 2008 17:13:00 +0000 http://www.theequitykicker.com/2008/09/08/the-impact-of-price-comparison-on-brand/#comment-11548 I agree Nic, and I think this extra comparison information will improve. I suppose my point is that if a brand wants to compete on price, the comparison site can clearly help emphasise their discount. For other brands, factors like great service may be more important. This is something that is probably best assessed based on the recommendation of others, rather than the comparison site or even a trusted brand. The recommendation of a peer or friend is probably the most valuable. I agree Nic, and I think this extra comparison information will improve. I suppose my point is that if a brand wants to compete on price, the comparison site can clearly help emphasise their discount. For other brands, factors like great service may be more important. This is something that is probably best assessed based on the recommendation of others, rather than the comparison site or even a trusted brand. The recommendation of a peer or friend is probably the most valuable.

]]> By: nic http://www.theequitykicker.com/2008/09/08/the-impact-of-price-comparison-on-brand/#comment-3371 nic Mon, 08 Sep 2008 15:57:22 +0000 http://www.theequitykicker.com/2008/09/08/the-impact-of-price-comparison-on-brand/#comment-3371 Thanks Campbell. As well as showing price comparison sites also perform the function of saying which products are equivalent, or of highlighting the important differences so consumers can quickly make trade-offs against price. If a trusted brand, like Tescos, steps into this space then they could even start to establish the parameters on which goods should be compared. Thanks Campbell.

As well as showing price comparison sites also perform the function of saying which products are equivalent, or of highlighting the important differences so consumers can quickly make trade-offs against price. If a trusted brand, like Tescos, steps into this space then they could even start to establish the parameters on which goods should be compared.

]]> By: nic http://www.theequitykicker.com/2008/09/08/the-impact-of-price-comparison-on-brand/#comment-11546 nic Mon, 08 Sep 2008 15:57:00 +0000 http://www.theequitykicker.com/2008/09/08/the-impact-of-price-comparison-on-brand/#comment-11546 Thanks Campbell. As well as showing price comparison sites also perform the function of saying which products are equivalent, or of highlighting the important differences so consumers can quickly make trade-offs against price. If a trusted brand, like Tescos, steps into this space then they could even start to establish the parameters on which goods should be compared. Thanks Campbell.

As well as showing price comparison sites also perform the function of saying which products are equivalent, or of highlighting the important differences so consumers can quickly make trade-offs against price. If a trusted brand, like Tescos, steps into this space then they could even start to establish the parameters on which goods should be compared.

]]> By: Campbell Scott http://www.theequitykicker.com/2008/09/08/the-impact-of-price-comparison-on-brand/#comment-3370 Campbell Scott Mon, 08 Sep 2008 15:37:13 +0000 http://www.theequitykicker.com/2008/09/08/the-impact-of-price-comparison-on-brand/#comment-3370 For commodity products, you could well be right. But we know that price is often a small part of people's purchasing decision, even for commodity stuff, so the comparison sites will thrive best amongst those who are particularly price sensitive. I'm not sure insurance is a commodity product yet, and I'd certainly like to know that a company will provide a good service if I need them - like a replacement car, quick and easy claims process etc. In this instance, review sites, or better still the recommendation from my friends, is going to be more valuable to me. Brands have value, but the true value must be apparent to the consumer. Comparison sites will highlight the cheapest offers, but brands have opportunities to demonstrate the more intangible values, by engaging with customers, offering great service and getting their customers to become advocates for the product. For commodity products, you could well be right. But we know that price is often a small part of people’s purchasing decision, even for commodity stuff, so the comparison sites will thrive best amongst those who are particularly price sensitive. I’m not sure insurance is a commodity product yet, and I’d certainly like to know that a company will provide a good service if I need them – like a replacement car, quick and easy claims process etc. In this instance, review sites, or better still the recommendation from my friends, is going to be more valuable to me.

Brands have value, but the true value must be apparent to the consumer. Comparison sites will highlight the cheapest offers, but brands have opportunities to demonstrate the more intangible values, by engaging with customers, offering great service and getting their customers to become advocates for the product.

]]> By: Campbell Scott http://www.theequitykicker.com/2008/09/08/the-impact-of-price-comparison-on-brand/#comment-11547 Campbell Scott Mon, 08 Sep 2008 15:37:00 +0000 http://www.theequitykicker.com/2008/09/08/the-impact-of-price-comparison-on-brand/#comment-11547 For commodity products, you could well be right. But we know that price is often a small part of people's purchasing decision, even for commodity stuff, so the comparison sites will thrive best amongst those who are particularly price sensitive. I'm not sure insurance is a commodity product yet, and I'd certainly like to know that a company will provide a good service if I need them - like a replacement car, quick and easy claims process etc. In this instance, review sites, or better still the recommendation from my friends, is going to be more valuable to me. Brands have value, but the true value must be apparent to the consumer. Comparison sites will highlight the cheapest offers, but brands have opportunities to demonstrate the more intangible values, by engaging with customers, offering great service and getting their customers to become advocates for the product. For commodity products, you could well be right. But we know that price is often a small part of people’s purchasing decision, even for commodity stuff, so the comparison sites will thrive best amongst those who are particularly price sensitive. I’m not sure insurance is a commodity product yet, and I’d certainly like to know that a company will provide a good service if I need them – like a replacement car, quick and easy claims process etc. In this instance, review sites, or better still the recommendation from my friends, is going to be more valuable to me.

Brands have value, but the true value must be apparent to the consumer. Comparison sites will highlight the cheapest offers, but brands have opportunities to demonstrate the more intangible values, by engaging with customers, offering great service and getting their customers to become advocates for the product.

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