Migração de valor e o poder das marcas

"A test for brand loyalty"
.
"As US shoppers cut back, companies that ex­pect consumers to pay a premium for a brand, service or experience are weighing what constitutes “value” for their customers.
.
“Today, for the first time in a long time, we are seeing brands being assaulted by trends,” says Pat Conroy, leader of Deloitte & Touche USA’s consumer products practice. “And one of those trends is frugality and value.”
...
"found a broad shift to lower-cost shops, with an increase in the number of people in the survey’s highest income brackets saying they would use coupons and buy more own-label products.
.
But Bob Gillmett of TNS says the Shopper360 survey also showed that “value means different things to different people” and that “not everyone is just buying on price”. "
...
"In household goods, for instance, TNS’s survey showed that people with household in­comes above $100,000 – who can easily afford their regular brand – are clearly opting for the lower-priced own-label equivalent. “I think there is a tipping point in that there is much more scrutiny now about whether the price difference is commensurate with the difference in performance...and in some cases you can go back and cross-examine that, and say it really isn’t,” says Mr Conroy. “The real pressure companies are going to face is: how do I differentiate my product to prove to my customer that it is ‘better’?” "
.