Building a Brand





Your Experience
Your Solution
You are frustrated with the lack of recognition your product has here in this country, since your product is a well-known brand in other countries.
You must raise the consumers’ awareness and perceived value of your product. Once you do this, consumers can and will identify your product as a brand.

White Label makes you vulnerable

Personally, I believe that high-tech products branded as "White Label", is a short-term strategy for a company selling to retail. The retail chains can easily get another vendor without the customers knowing the difference. If a bigger retail chain wants to find a similar product – they will get it.


Knowing you have a good brand product occurs when the consumer buys it through the confidence of your name. The consumer is willing to pay a premium to insure they get a high quality product. The retail store sales associates can help you to create a brand; consequently, you have to educate them. (See topic on Education Management)

However, the best place to build your brand name is in computer magazines in the editorial information and advertisement sections. If you advertise enough times, readers cannot remember if their knowledge of your product came from the editorial section or the advertisement. Remember to tell consumers about your awards, i.e.; PC Magazine Editors choice October 2000. (See topic on Information Management)

Companies mistakenly think that because their product is a brand name in one country that it will automatically be labeled as a brand name in another country. Unfortunately, the consumer does not acknowledge your success if your product has not been publicized in their own country.

Creating a Brand

Most vendors want to create a name for their products so customers, sales channels, magazine editors, advertisers and others will recognize their brand.

From day one, you start investing in the name on the package. Sale channels discover that your “name” product provides good service, price and performance. This creates a confidence between sale channels and your products and enables them to give their customers a good value for their money. Editors from computer magazines rate your products favorable, which leads customers to look for them in stores. Once a customer buys one product and realizes the quality and price are first-rate, they will buy more products and spread the word. This along with the recognition from advertising adds value to your product (See topic on Market Strategy). All of this creates more visibility for your brand, and your products are the first thing that comes to mind of customers, sale channels, and the media.

Products with the name of the retail chain

My experience is that consumers want either brand name or cheap products. When retail chains try to create their own brands, the consumer regards them as cheap products. There is undoubtedly a market for such kinds of products, although you as a vendor will be much more vulnerable now that you only have the price and relationship as your competitive factor.

In the long run you’re better off investing in a brand. Once the consumer wants your brand the retail chains will want it too, therefore putting your product in demand.


Jens Welling


The author of this article Jens Welling has worked with retail purchase, retail sales and retail marketing over the last 15+ years. Jens Welling has written a number of articles as a good source for any new and established company who want success with retail sales. Below are short descriptions and links to other articles.

Why You Have To Do Your Homework
Selling through retail is one of the toughest sales channels there is. Reactions come instantly. There is no mercy for mistakes in retail sales. One word covers what you need: Preparation. ...Read more

Choosing Sales And Distribution Channels
Make the right choices from the very beginning. Group the sales channels and start with the companies that fit your size and that do not compete head-on with each other. Use the distribution channels actively to get contacts inside the sales channels....Read more

Category Management
Learn to understand and use Category Management to your advantage and earn money....Read more

Unique Selling Points (USP)
Take the time to find out exactly WHOM your consumers are. You need to find your Unique Selling Points (USP). Once you get to know them, you'll know what to say to them!...Read more

Price Strategy
Right from the beginning, you have to be aware that On-line stores will “dump” your prices if you are not in control. Base your price strategy on your long-term goals: Where you want to sell the most products....Read more

What The Buyer Wants To Know
The buyer does NOT want a lot of information. He/she is living in a very high-paced environment and only wants your information in brief bullet points. Follow some simple rules and you will give the buyer what he needs....Read more

Exit Strategy
You must prepare your business for the anticipation risk of large quantities of products to be returned. You need an exit strategy. The returned products can be used to create new sales channels and partnerships, turning this somewhat hopeless situation into a profitable one....Read more

Price Setting
Consumers have psychologically priced a product with a certain amount that they are willing to pay (price point). If you exceed their psychological value, you risk failing in retail....Read more

Negotiation Tactics
It is obvious to focus on price as a sales factor. However, help yourself by prepare for negotiation tactics by highlighting the other Unique Selling Points (USP) - and at a minimum explain the price per performance compared to competitors....Read more

Rejection From Buyer
The buyer can reject you for several reasons. You must talk to the buyer to find out exactly WHY you got rejected.....Read more

Marketing Strategy
Selling to a retail chain often means you have to advertise in their catalogues, newspaper ads, etc.
This alone does not create a brand; you must also supplement the retail advertising with your own marketing strategy....Read more

Education Management
Your energy must focus on the stores (retail training). Face-to-face education is the most effective but also the most time-consuming and expensive....Read more

What retail warranties are you ready for? Depending on your sales channels, you must consider the quantity of products that may be returned...Read more

Building A Brand
You must raise the consumers' awareness and perceived value of your product through brand development.
Once you do this, consumers can and will identify your product as a brand....Read more

A high tech vendor will eventually have late delivery of products regardless of penalties. So what should a vendor do when the logistics fail?...Read more

Keeping Your Store Sales Alive
Keeping your retail store sales alive is a never-ending process....Read more

Product Development
One of the advantages to having a relationship with the sales channels is that you can discuss future product development....Read more