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Strengthening your brand equity

Posted: Mon Jan 06, 2025 9:14 am
by arzina221
1. Gaining consumer insights
The strength of manufacturers is to create strong brands and products. The expertise of the retailer is to serve the consumer, both online and offline. The manufacturer is often dependent on the data of these retailers for consumer insights. Retailers have an interest in keeping this as limited as possible. Manufacturers are therefore often deliberately shielded from the consumer by the retailers, who know exactly what does and does not sell.

E-commerce is a driver for manufacturers to gather more high-quality consumer insights, with the aim of better aligning products and services with consumer needs. If the manufacturer itself sells directly, it can collect and analyze consumer data, such as physical characteristics, product preferences and purchasing behavior.

Example: Klöber web shop
Klöber, manufacturer of office chairs, has opened its own webshop. The 'chair configurator' on Kloeber.com helps visitors make the right choice. In addition, the chair configurator provides Klöber with a lot of information about the needs and behavior of (potential) customers. The configurator asks a lot of questions, such as 'Which interior design do you feel most at home with in terms of atmosphere?', 'How tall are you?' and 'What kind of work do you do?'.

Chair configurator from Klöber


A-brands are experiencing increasing competition from various brands that are available online directly or via e-tailers. For the end consumer, it is often difficult to judge whether they are actually dealing with the product of an A-brand or a B-product online. In addition, I often see that e-tailers position the A-brand differently online (with their own visuals and text) and can thus seriously damage the image of the A-brand.

E-commerce is a driver to create and maintain taiwan phone data a strong brand. With its own online channel, the manufacturer gains control over the brand's identity. It can develop more brand awareness with various online marketing tools, such as search marketing, social media and e-mail campaigns. In addition, the manufacturer can use the right brand elements online, such as important corporate and product information, to strengthen the brand's image. The new e-commerce site also offers opportunities to increase interaction with the brand with distinctive products, functionalities and content.

Example: online sales channel Burberry
Burberry has total freedom on its online sales channel to position the brand as it wishes. Burberry creates a strong brand with its own site by using rich visuals, product videos and copy as ' the story behind the brand '.