Negotiating Partnerships: Increase profits and reduce risks

Imaginary forms of added value

Skilled marketing people who would like to sell their products, services and ideas try to tempt us with promises of added value. They claim that there is a great added value to be gained from their products, services and trade marks. Added value which they often cannot make visible and concrete for us in an understandable and measurable manner. An added value which apparently can only be found on the psychological level. They have created strong trade marks by means of massive and skilfully devised advertising messages. Trade marks which we identify with. Trade marks which stand for style, class, success image, group identity, status, ethics, awareness of the environment, quality, value for money or mystery. Everything ...