How Long Does It Take To Create A Brand?

Apr 21 2014, 8:34pm CDT | by

It depends on whether you are a pioneer or a colonizer, in our opinion.

If you are a pioneer, it may take a great deal of time, as branding is about innovation—the development of unique product offerings that deliver better value to consumers than traditional products.

That’s certainly a lengthy process, as it is about starting a new trend. It requires a great deal of vision and foresight to identify genuine consumer needs; a lengthy period of experimentation to get the value proposition that addresses those needs effectively; and a great deal of imagination and resources to fuel WOM and buzz for the product proposition.

By contrast, if you are a colonizer, branding may take a short time — as it is about merchandising, advertising and scaling up on a value proposition that marginally modifies a pioneering product proposition. Ie, capitalizing and riding someone’s trend.

It took Apple a great deal of deal of time to develop the iPhone and the iPad because they are innovative products. They offer unique value to consumers, as they incorporate a number of distinct advantages over competitive products at the time they were launched.

That’s why they started a new industry trend.

But it took Samsung Electronics less than two years to ride this trend, according to a company executive testifying in an on-going legal dispute with Apple, and as reported in the Wall Street Journal.

The Korean smartphone-maker’s market share increased from 10% in 2010 to 30% by 2010, thanks to“a strategic shift” in early 2011, according to the same executive–scaling-up, merchandising and advertising products similar to Apple’s.

“So Samsung worked with retailers to create spaces allocated specifically for Samsung products and placed advertisements year round, instead of only around product launches,” writes Daisuke Wakabayashi. “By the end of 2012, Samsung was the best recognized and most preferred brand in the US.”

Microsoft had to spend a little more time to capitalize on Apple’s products by developing the Surface 2 and marketing it in its Windows Stores at Best Buy stores, as discussed in a previous piece.

It took Fage and Titan Foods more than ten years to introduce Greek yogurt, an innovative product, to the US market  – a strain-type of yogurt that didn’t have that watery taste of traditional yogurt sold in American supermarkets.

But it took less than five years for Chobani to conquer the US market by scaling up and merchandising, as we discussed in another piece.

The Bottom Line: In the short-term, it is better to be a colonizer rather than a pioneer. But what happens in the long term, when the colony becomes too crowded?

By that time, pioneers will have already started a new trend-setting brand, while colonizers will be left to fight with each other for a saturated market.

 
 

Don't miss ...

 

<a href="/latest_stories/all/all/30" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.

 

blog comments powered by Disqus

Latest stories

First Italian female astronaut ready for spaceflight
Rome, Nov 24 (IANS) History will be made Monday with the first ever Italian female astronaut set to go into space for a mission on board the International Space Station (ISS).
 
 
Mummy wearing jewellery unearthed in Egypt
London, Nov 23 (IANS) Spanish archaeologists have discovered about 4,000 years old female mummy wearing rare jewellery in Egypt.
 
 
Exercise and fasting could boost brain's functions
Washington, Nov 23 (IANS) Exercise along with occasional fasting is good for boosting the brain's neurons, shows a new research.
 
 
One infant dies in Pakistan hospital
Islamabad, Nov 23 (IANS) One more infant died due to lack of oxygen in an incubator and negligence of the hospital administration in Pakistan, bringing the number of such deaths to 19 in the past five days.
 
 
 

Latest from the Network

Jessie J wants beau like her dad
Los Angeles, Nov 24 (IANS) A perfect man for singer Jessie J would mean someone like her father. The 'Bang Bang' hitmaker is currently dating singer Luke James. She says she loves the way her social worker father...
Read more on Celebrity Balla
 
Heavy rains in Morocco leave six dead, 10 missing
Rabat, Nov 24 (IANS/EFE) Six people were killed and 10 others reported missing in heavy rains in southern Morocco, official sources said. According to health officials, the tragedy happened in an area outside...
Read more on Politics Balla
 
Kendra Wilkinson to 'fight' for Hank Baskett
Kendra Wilkinson thinks Hank Baskett is ''worth fighting for''. The 29-year-old former Playboy star - who split from her husband after he allegedly had an affair with a transgender model in June this year - has revealed...
Read more on Celebrity Balla
 
British-Iranian woman jailed for attending men's sports event gets bail
Tehran, Nov 24 (IANS) The British-Iranian woman, who was jailed after attempting to watch a men's volleyball match in Tehran has been released on bail, media reported Sunday. The family of the 25 year-old Ghoncheh...
Read more on Politics Balla
 
At least two people killed in Philippines blast
Manila, Nov 24 (IANS) A bomb blast in the south Philippine province of North Cotabato Sunday killed at least two people, a military official said. According to the official, Jo-ann Petinglay, the bomb was an...
Read more on Politics Balla
 
'Fifty Shades of Grey' brings film offers for Rita Ora
Los Angeles, Nov 24 (IANS) Singer Rita Ora, who has a cameo in long-awaited movie "Fifty Shades of Grey", says it has subsequently brought in more opportunities for her in the film world. The 23-year-old singer is...
Read more on Celebrity Balla
 
First Italian female astronaut ready for spaceflight
Rome, Nov 24 (IANS) History will be made Monday with the first ever Italian female astronaut set to go into space for a mission on board the International Space Station (ISS). Samantha Cristoforetti, a captain in the...
Read more on Business Balla
 
Jennifer Aniston disses Kim Kardashian West's nude photoshoot
Jennifer Aniston has joked that she was one of the ''original'' women who posed nude for a magazine. The 'Horrible Bosses' star - who exposed her bottom on the cover of Rolling Stone magazine in 1996 - compared herself...
Read more on Celebrity Balla
 
Kris Jenner defends Corey Gamble over stalking allegations
Kris Jenner has defended her boyfriend over stalking allegations. The 59-year-old 'Keeping Up With The Kardashians' star - who is currently dating 33-year-old Corey Gamble, following her separation from Bruce Jenner -...
Read more on Celebrity Balla
 
Selena Gomez 'emotional' ahead of American Music Awards
Selena Gomez is ''emotional'' ahead of her performance at the American Music Awards tonight (11.23.14). The 'Come And Get It' hitmaker posted a black and white Instagram video of her at the rehearsals for the AMA's,...
Read more on Celebrity Balla