Faithful readers, Pepper Advertising needs your help. We’re embarking on an ambitious project – something that (to our knowledge) has never before been attempted in Trinidad & Tobago. We’re creating, compiling, rating and ranking the Brand playing field in Trinidad & Tobago to give you the Top 20 T&T Brands for 2010.
But – just what IS a brand?
A brand is a combination of attributes, communicated through a name, or a symbol, that influences a thought-process in the mind of an audience and creates value. The definition comes from BrandChannel.com, a subsidiary of Interbrand.
Using that definition these could all be brands – Wendy Fitzwilliam, Roy Cape, Exodus, Zen and The General Hospital.
Readers, we need YOUR HELP in defining criteria for rating T&T’s top brands.
Geography? Innovation? Consistency? Corporate Social Responsibilty? Digital Presence? Give us your criteria in the comments.
27 October, 2010, 11:23 am
Recall. Association. And Impression. I think these three should be at the top of the list of criteria. To expound:
Recall: That the Brand and its logo are immediately recognizable.
Association: In the interviewee’s mind, what does it stand for? Do they get it right? Or do they just think that they know the brand?
Impression: Is there a favorable impression in the minds of the interviewees? Its possible to be remembered for the wrong reasons eg poor service, controversy, mistaken identity.
Beyond these three, perhaps an index can be created that in the end indicates share of mind?
29 October, 2010, 10:41 pm
Staying power…It’s what I know to always have been. It can also be a like or a dislike…KR
31 October, 2010, 4:55 pm
Something you would do without if your brand is not available or that you would walk a mile for…dr
31 October, 2010, 5:09 pm
So let me see criteria….let me use Angostura Bitters as my Exhibit A of a great T&T brand:
– Easily Recognizable
– Unique in every way
– Mystery (surrounds secret formula)
– Consistent
– I guess I would have to say that the Orange Bitters extension probably does not do this brand any flavors (pun intended)/ Is the barnd orange bitters or is it bitters? Lost it’s “always the same thing” creds.
– One packaging forever (their version of the Coca Cola Bottle or the Tiffany box)
– Same formulas forever (as far as I could tell)
– Part of the culture and home remedies (take some with soda for gas)/it has gotten under the skin of our people and is a part of who we are (no we are not bitter people)
– always premium priced
– it goes deeper that the dark brown liquid it is; it’s a part of us
What does all of this mean? Not sure, but let me go have a glass of orange juice topped off with some Bitters and I’ll let you know, dr