Até a Apple!!!

A Apple é um dos exemplos actuais de uma marca de culto.
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Uma marca que não é só uma etiqueta, e que continua a ser suportada por um produto.
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Pois, segundo Thomassen & Lincoln, até a Apple fica preocupada com o poder das marcas brancas... esta designação já não faz qualquer sentido.. com o poder das marcas dos retalhistas.
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"Recently we heard that even Apple Inc was worried about Private Label on the internet – a brand you would expect to be insulated from such matters. However, in the UK the major online retailer Dixons, which until recently had been the largest high-street retailer until it switched overnight to the web, launched its own Private Label MP3 player. Rumours abound that at one stage it was outselling Apple’s iPod – a previously undentable market leader. If these rumours are true, nobody and no product are sacrosanct from the Private Label invasion. The internet has made Private Label a reality for retail brands and maybe nowhere is this clearer than at Tesco, which has one of the UK’s most visited websites"
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"One of the most interesting things to emerge (com base num estudo, o S&S X report) is the difference between shoppers and brand owners when asked the reasons why they buy Private Label. Shoppers cite mainly value for money and price.
Brand owners cite availability, store presence and retail equity. They even mention lack of product availability and better products. Seems we have very different perspectives on reality."
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E para reflectir, mais uma citação do livro:
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"When you ask retailers why people choose Private Label, apart from price and quality, they tend to focus on packaging and trust. The trust reference is particularly interesting as this is the very essence of a brand – and the very territory they can least afford to lose ground in."
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Quando eu vou ao supermercado e vejo lado a lado, esparguete Pingo Doce a 49 cêntimos e esparguete Nacional a 89 cêntimos, pergunto-me "Onde está a diferença? No produto ou na marca?" Ás vezes até procuro na embalagem referências que a diferenciem tais como efeitos para a saúde... mas nada!!!