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wow gold 'iPhone 6' vs. 'New iPhone' -- How to Brand a Next-

 
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Dołączył: 09 Maj 2014
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PostWysłany: Pon Maj 12, 2014 18:24    Temat postu: wow gold 'iPhone 6' vs. 'New iPhone' -- How to Brand a Next- Odpowiedz z cytatem

'iPhone 6' vs. 'New iPhone' -- How to Brand a Next-Generation Product6 comments, 1 called-out Comment Now Follow Comments Following Comments Unfollow Comments Comment Now Follow Comments Following Comments Unfollow Comments Page 2 of 2 In some cases, participants were told that they were among several people taking pictures at the wedding, indicating a low-risk situation because if one person’s photos came out badly, another person’s photos could pick up the slack. In other cases, they were told that they would be the wedding’s sole photographer, a much higher-risk proposition. Participants also learned that the stolen camera model, named FS-E40, was the fourth in a line of sequentially named products: the FS-E10 through FS-E30. While some participants learned that the next-generation model followed that pattern, the FS-E50, others were told that the new model had a new name: the Spectra. <a>wow gold</a> As expected, participants in the high-risk solo-photographer scenario were more likely to choose the FS-E50 over the FS-E40; the sequential naming approach indicated small, manageable changes. Given the choice between the FS-E40 and the Spectra, however, they stuck with the FS-E40–presumably fearing the challenges of moving to a significantly new design, Gourville says. Participants in the low-risk scenario were much more likely to go with the new model regardless of whether it was called Spectra or FS-E50; given the choice of either new model, the low-risk set tended toward the Spectra. “The perception is that if it’s a brand name continuation, it’ll be somewhat better than the previous model, but it won’t be buggy and there won’t be a learning curve,” Gourville says. “With a brand name change, you infer that there may be a steep learning curve, and it may work differently from your previous camera.” Creative sequences A brand name change also comes with the risk of disappointing consumers who expect more from the product than they otherwise would have. “If you’re really just tweaking the previous generation of your product, it’s probably much better to use brand name continuation than brand name change,” Gourville says. “Otherwise people will be led to believe that there are massively new features in there, and you’ll just lead them to disappointment.” On the other hand, a brand sequencing approach can be tricky in a crowded marketplace where competitors are using the same approach. No company wants to release Doodad 3 when its chief rival is launching Thingamabob 4, for fear of apparently lagging behind. For instance, Microsoft released its Xbox video game well behind Sony’s PlayStation launch such that its second-generation Xbox competed directly against the third-generation PlayStation. Fearful of being perceived as a laggard, Microsoft chose the name Xbox 360—sneaking that “3″ in there with the added promise of 360-degree comprehension, Gourville explains. Microsoft also shows us that if a company switches from a sequential naming approach to a name change approach, it’s perfectly OK to switch back. <a>wow gold</a> With its Windows operating system platform, the company succeeded Windows 98 and Windows 2000 with Windows XP and then the oft-criticized Windows Vista. And then came Windows 7, followed by Windows 8. “Windows 7 brought us back to the notion of sequential indicators,” Ofek says. “Microsoft learned that when you break from sequential names, people often overemphasize the risk of significant change.” Readers: Have you encountered branding decisions of this type? How did you handle them? Let us know in the comments section below. About the author : Carmen Nobel is senior editor of HBS Working Knowledge. <a>wow gold</a> Move up http://i.forbesimg.com t Move down Are The Views Of America's Wealthiest Undermining Democracy? Susan Adams Forbes Staff xboter 2014
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