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The Truth About Creating Brands People Love by Donna Heckler, Brian D. Till

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Chapter 28. Quality is not an effective branding message

Quality is a great statement to make about your brand. It is even better when your customers make that statement about your brand for you. Having a quality product or service is not the end of branding efforts, but only the beginning. Quality just gets you in the game and brings your brand into consideration. Brands that are not delivering a quality product or service consistent with their price will disappear (think of the Yugo!).

Attention to quality is fine. Marketing managers get into trouble, though, when they believe that quality is the basis on which their brand competes in the marketplace. Brand managers too focused on a quality message send their brand adrift without much meaning. ...

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