What Businesses and Marketing Graduates Need to Remember: Protected Brands

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by: Sarah Maple
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Word Count: 445
Date: Mon, 11 May 2009 Time: 4:36 AM
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In an article at mad.co.uk, Stirling University Professor, Gerard Hastings, discusses a curious trend in social consumption during our current economic crisis. Protected (or bubble-wrapped) brands are those named consumer items that are so trusted by shoppers, that they remain unaffected even when shoppers are cutting back and opting for cheaper varieties elsewhere. In light of the growing interest in business and marketing via the popularity of distance learning courses and university degrees in the subject, this article looks at the UK's most popular protected brands.

Heritage is one of the first noticeable signifiers of a protected brand. Names such as Heinz and Hovis have long tapped into their histories (both companies were established in the late 1800s), and the accompanying nostalgia through their advertising and "traditional recipes". This gives each of these names the additional power of cross generational recognition, as well as a sense of certainty in their quality that is passed down through the ages. Such products that have stood the test of time also represent stability, in an age that is rife with insecurities and change.

Hastings, however, states that new brands without any heritage can still become protected brands. Innovation, is an as important aspect in many respects, though only when dealt with in a controlled manner. Walkers (acknowledged that they were founded in the 1880s) are one such company who have embraced the importance of innovation recently, by releasing editions of public-invented flavours, and pioneering the "extra special" trend of crisps with their sensations line.

The third key aspect to becoming a protected brand is relevancy. Cadbury have demonstrated this well with their quirky winking advertising campaign, despite upholding a traditional, and unchanged, brand look. The unique new advertising campaign (as well as the famous drumming gorilla of before) both succeed in being strange and humorous enough to be discussed at work, imitated on YouTube, and recognizable before you've even seen them.

Finally, trusted bubble-wrap brands can become so via the relationship they have with the public and prospective consumers. This has never been more prevalent than it is today with the internet and social networking. Again, Walkers have succeeded in this respect with their "Do Us A Flavour" campaign, but numerous newer brands such as Apple and Confused.com have taken great measures to directly incorporate the public in the progression of their brand, and have benefited greatly in doing so.

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About the Author

Sarah Maple is writing about online study and how to get an online degree.