Close
 

The importance of protecting your brand

  • Opinion
  • August 8, 2017
  • Paul Keane
The importance of protecting your brand

I have often wondered at the power of a brand and its influence on whatever market it may serve. Brands that come quickly to mind typically are McDonalds, and KFC. However, lesser brands also serve their own sector of the community very well and in turn are supported.

It was with a sense of satisfaction and "loyalty" that I observed that Banks Group, a shoe store group which had originated in Wellington had gone into receivership and then been rescued by a member of the Banks family and it seems will continue trading. I remember the original store well, it was located in Lower Hutt’s high street, and it was a faithful servant to the local and wider community. Naturally it was a family business and as such, the relationship between the company and customers was somewhat personal. 

Consequently it was not really a surprise that a family member rescued the company from receivership

Brands are seriously protected both by the company they serve and the people who work under the brand, some believe in the brand however more than others, and in some cases consumers are dominated by a brand rather than the other way round as demonstrated by the McDonald's and KFC examples.

Well represented brands however particularly in publicly listed companies are essential as a relationship between the company and its performance, a recent example of which was the "Fletcher" brand affected by a decline in its profit warning. Naturally this then impacts on the shareholding value, and investors will ponder the value of the shares and the "brand" comes under scrutiny.

Another example was the similar downsizing of the profit forecasting made by The Warehouse Group

As a result negative comments emerge about The Warehouse and its performance, something the brand could do without.

Brands therefore are a key element of any business. Once a brand is created, its owner is constantly looking at ways of protecting and enhancing its representation. Happy employees who understand the culture of the brand will inevitably be the keynote to the company's success.

It isn't always about growing the brand which is what ultimately led to the collapse of the Banks Group, but rather protecting and enhancing the brand we have, protected by good corporate governance, culture, and most importantly recognising what the brand stands for by its users, employees and stakeholders. Retention of Banks Shoes as a brand is therefore important not just to its long term customers but by the traditional values that its original founders perceived at the outset back in the 1930s.

We all go to a lot of effort to develop a new brand; signage, social media and the original culture all play a key part. Sometimes it is important that we pause and consider the part played by the brand we represent whatever form of business that brand may be part of. Sooner or later, it will reap the benefits of its success or conversely its failure!

 Paul Keane is a registered property professional and has vast experience in New Zealand’s commercial property industries. He provides retail and property consultancy including development management to many New Zealand property owners, developers and city councils. This post originally appeared on RCG's blog.

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 
News

Ambiente: A window on the world

Global forces like Brexit and climate change are affecting trade worldwide. Sarah Dunn consults the Ambiente trade fair in Germany for evidence of how this ...

 
 

Sephora beauty bus to tour New Zealand ahead of store launch

  • News
  • June 24, 2019
  • Emily Bell
Sephora beauty bus to tour New Zealand ahead of store launch

If you hadn’t already heard, global beauty giant Sephora is coming to Auckland this July. Founded in France by Dominique Mandonnaud in 1970 and owned by luxury goods group LVMH Moët Hennessy Louis Vuitto, Sephora has since become a leading beauty pioneer, community and trailblazer in the industry, to say the least.

Read more
 
 

Pottery Barn hits the New Zealand market through Ballantynes

  • News
  • June 21, 2019
  • Sarah Dunn
Pottery Barn hits the New Zealand market through Ballantynes

Heritage Canterbury department store Ballantynes is introducing the US brands Pottery Barn, Pottery Barn Kids and West Elm to the Kiwi market through a New Zealand exclusive partnership with Williams-Sonoma.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Regional rollercoaster
What does retail look like in 2019 for ...
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Global recognition for instore innovation

  • Design
  • June 20, 2019
  • Courtney Devereux
Global recognition for instore innovation

The Global Innovation Awards (GIA) program was created by the IHA and International Home + Housewares Show to foster innovation and excellence in home and housewares retailing throughout the world. This year saw 30 national winners from 29 countries. The competition is structured on a two-tier level, evaluating national and global retailers across the following metrics: Overall mission statement, vision and strategy, store design and layout, visual merchandising, displays and window displays, marketing, advertising and promotions, customer service and staff training, innovation.

Read more
 
 
News

Trends analysed at Chicago's International Home + Housewares Show

Each new year for retailers is another question mark in guessing what to present to consumers. Luckily in the world of retail, trade shows can ...

 
News

Shoptalk 2019: The city of lights delivers

Juanita Neville-Te Rito shares a sprinkle of retail magic from Las Vegas retail conference Shoptalk.

 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}