Brand switching, or brand hopping, is when consumers move from using one product or brand to a similar one. Advertisers use strategies such as price comparison, quality comparison, and presenting the new brand as superior to encourage rebranding.
Sometimes known as brand hopping, brand switching is the process of choosing to move from routine use of one product or brand to consistent use of a different but similar product. Much of the advertising process is aimed at encouraging rebranding among consumers, thereby helping to increase market share for a particular brand or set of brands.
Getting consumers to switch brands is sometimes a difficult task. It is not uncommon for customers to build up great brand loyalty due to factors such as quality, price and availability. To encourage rebranding, advertisers will often target these three areas as part of their rebranding encouragement strategy.
Price is often an important factor for consumers with limited budgets. For this reason, advertisers will often use a price comparison model to entice long-term users of a brand to try a new one. The idea is to convince the end user that it is possible to buy the same amount of product for less money. Ideally, this means the consumer can use the savings for other purchases, possibly even a luxury item of some kind. The idea of more discretionary resources in the monthly budget can be effective in encouraging jumping brands.
However, price isn’t always enough to encourage rebranding. In this case, comparing the quality of one brand to another is a common approach. With this model, the rationale is that new brand B will perform just as well as the more established brand A. When paired with cost savings, the quality comparison can often sway consumers at least long enough to give the new product an attempt.
There are consumers who worry less about costs. For these users, the approach is to present the new brand as superior in quality to the established brand. In essence, this means demonstrating that the new brand can do everything the old brand can, plus a little more. For example, a product that can be used to dust wood, glass, and plastic surfaces may be more appealing than a product formulated just for glass. The implication is that the one product can take the place of three products and can motivate rebranding.
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