Every organisation wants to build its brand, as in this competitive era, when an array exists for every product, brand name becomes the differentiating factor. As such, in real sense, The essence of a brand is greater than the respective product. Brands do come, bloom and continue to enhance their effect and influence over time. But their have been brands that fade with time. They become more like a commodity, that is they loose the basis of thier existence as brand, that is, Differentiation. Such brands are called commoditised brands.
All brands are vulnerable to commoditisation and as such, its crucial to beat brand commoditisation. To know more on the topic, I carried out a research on it, and came out with the following article.
Commoditization or comodification is the transformation of a brand into a commodity, which is a product without qualitative differentiation. Brand commoditization, is a situation when a brand becomes a commodity, i.e., a brand becomes an undifferentiated product and needs a serious brand rethink. Terms like brand identification become irrelevant. This situation is advantageous to consumers as the price of the product goes down as a part of traditional strategy to sustain in a saturated market, but it has an adverse affect on the organizations.
The main reason why a brand gets commoditized is...
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