The Equity Kicker - Latest Comments in The impact of price comparison on brand

Re: The impact of price comparison on brand

PaulSweeney — Mon, 08 Sep 2008 14:53:32 -0000

nice point about the "showing the comparitors" as a way of undermining scale of reach in branding as a differentiator. I'd love to see a scaled model of traditional brand creation/ distribution and one that uses "click-visibility" or some such value.

Re: The impact of price comparison on brand

Campbell Scott — Mon, 08 Sep 2008 13:13:27 -0000

I agree Nic, and I think this extra comparison information will improve. I suppose my point is that if a brand wants to compete on price, the comparison site can clearly help emphasise their discount. For other brands, factors like great service may be more important. This is something that is probably best assessed based on the recommendation of others, rather than the comparison site or even a trusted brand. The recommendation of a peer or friend is probably the most valuable.

Re: The impact of price comparison on brand

nic — Mon, 08 Sep 2008 11:57:22 -0000

Thanks Campbell.

As well as showing price comparison sites also perform the function of saying which products are equivalent, or of highlighting the important differences so consumers can quickly make trade-offs against price. If a trusted brand, like Tescos, steps into this space then they could even start to establish the parameters on which goods should be compared.

Re: The impact of price comparison on brand

Campbell Scott — Mon, 08 Sep 2008 11:37:13 -0000

For commodity products, you could well be right. But we know that price is often a small part of people's purchasing decision, even for commodity stuff, so the comparison sites will thrive best amongst those who are particularly price sensitive. I'm not sure insurance is a commodity product yet, and I'd certainly like to know that a company will provide a good service if I need them - like a replacement car, quick and easy claims process etc. In this instance, review sites, or better still the recommendation from my friends, is going to be more valuable to me.

Brands have value, but the true value must be apparent to the consumer. Comparison sites will highlight the cheapest offers, but brands have opportunities to demonstrate the more intangible values, by engaging with customers, offering great service and getting their customers to become advocates for the product.