WOW Brands and their relevance

Based on the interviews that i conducted, WOW brands are measured on their delivery against a promise. The brands seem to be in it for the long haul with some brands haven been around for a while. The perception is that “allot of time and effort” has gone into the development of these brands. The advertisements utilised to drive awareness of these WOW brands speak to a promise (the USP) and the brands selected tend to deliver against the promise. Most of the brands mentioned are in the fashion and technology sectors.

The individuals interviewed highlighted that they do expect their WOW brands to always deliver consistent high quality and the products need to be durable.  Additionally The WOW Brands must be viewed very highly with regards to in market perceptions and need to depict a picture of sophistication/class of the individual using these products to the public.

For WOW brands to remain relevant, appropriate innovation seems to be the key ingredient in delivering this value proposition to meet the consumer need. In the interviews both classic (older brands) and new brands (NOW brands) were seen to have almost similar value, especially in the technology sector. Brands such as Black berry that keep consumers in touch and in control of their lives and keeps innovating to deliver against this promise of connectivity are deemed to be WOW.

In conclusion, for a brand to be viewed as a WOW brand, it must deliver against the promise consistently. It also needs to be relevant (innovate consistently) and move with the times otherwise its dies out. 

The Interviews

Pranesh is a 24 year guy, who is really into his toys. He loves watches and his Blackberry. He is a very social guy and brands help to portray his personality to the people that he comes across.

21 year old Faatima enjoys her fashion brands. She also like departmental stores that offer access to new fashion trends such as Country road and Mr Price. She also enjoys her i -phone and she believes it delivers for her all the time. Faatima also spoke of classic brands such as coke that have great advertising and they are fun in their delivery.

Marinda  is an older lady, who prefers to buy the real deal brands such as RayBan. She would rather go without branded clothing than wearing fakes. She has a dream to own Jimmy Choo's before she dies. Great brand i might just add

Surina is a 32 year old lady, who enjoys expensive perfumes. She like to smell good and when asked what "she is wearing she doesn't want to be embarrassed therefore she will invest in high street brands such as CK." . She claims she is not really into brands but would buy brands such as Nine west due to their high quality and durability.

This is it people .......till next time Sibs