Brand Raiders

The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”

What do you think? Are they brand lovers?

Asia is all about branding. Just have a look at the people in the streets. Clothes, shoes, glasses, bags, wallets, belts, ties… are covered with identified logos and names – LV, Ralph Lauren, Gucci, Cartier, Mont Blanc are amongst the favourites.

Therefore, some smaller brands have smartly decided to play on the customer’s perception and benefit from the big name brands at low costs, trying to eat into their market share.

What strikes me about these cheaper brands is that they now have fancy retail outlets in expensive malls, colourful websites, marketing campaigns, and compete openly with the original creators. They are not like the illegal fake copies but they have created a brand with a twist that resembles the international brand.

Three examples amongst many are:

Crocodile (a Malaysian brand created in 1945!) vs Lacoste:

or Reef vs Quiksilver:

My favorite: Jimmy Chia vs Jimmy Choo:

I think competition is a very good thing for us customers and obliges the big brands to think very closely about their pricing strategy, trademarking and the quality control of their products. After all, the only way to win against these fierce and shameless brand raiders, as they are within their legal rights (they haven’t been sued I guess) is fair price with higher quality and strong marketing campaign.

Frog.

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5 thoughts on “Brand Raiders

  1. The AMA definition of a brand belongs to an era that no longer exists. An era of few TV channels, minimal leisure time activities and limited competition.

    Branding is also about repeat sales to existing customers. Many companies actually lose money on the first sale, or potentially, in the case of software developers, the first 5 million sales.

    I don’t own mac computers because of the logo or the fact that it differentiates the brand from other PCs.

    My wife doesn’t buy from Cartier in KLCC because of the name on the door.

    Consumers buy brands because of the economic, experiential and emotional value they get from the brand.

  2. Aubry, l’article est interessant! juste une précision, Reef est une des plus grandes marque de Surf US…. Et non une replique locale de Quicksilver!
    Par contre tu as un truc absolument formidable a Petaling Street: le Thomas & Guy instead of Toni & Guy (une des plus grandes chaines de coiffeurs au monde).
    Tu peux aussi retrouver l’Oxy Tan monté par un chinois….

  3. Thomas et Guy est assez bon effectivement.
    Pour Reef que je connais bien, je te remercie pour ta remarque (je ne suis pas encore completement senile), c’est une marque creee par des argentins il y a 25 ans et qui ont joue sur le visuel et le logo pour attaquer le marche de Quiksilver. Si tu lis correctement l’article, je ne parle pas des marques malaisiennes specialement ni des contre-facons mais de la guerre du branding et de l’identite visuelle.

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