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9th M-Motion-Day / New chances for premium brands through societal change

Under the topic “When customers give the top brand the cold shoulder…,” experts from market research will discuss brand communication, brand fascination and brand abstinence on the M-Motion-Day in Frankfurt.

Dr. Kerstin Ullrich and Dr. Christian Wenger from GIM will talk about “New chances for premium brands through societal change.”
After years of high wages and a reliable social system, people have a growing fear of social decline. The arbitrariness and ‘anything goes attitude’ of the past decades are now being replaced by the wish to sustain one’s status and prosperity. Former post-materialistic values are re-interpreted in a materialistic and social way;  efficiency as well as societal participation and social responsibility are of great importance.
What does this mean for top brands? One thing is clear: the times of ‘Geiz-ist-geil’ (“stinginess rocks”) are over. Penny pinchers are overtaken by sophisticated customers who are trying to give a social signal through brand consumption. They are aware of the vicious circle that cheap consumption leads to more unemployment and decreasing salaries. The consumption of premium brands has to meet the desire for doing something for oneself and for others. Therefore, premium brands need to be boosted with social aspects. They need to offer an additional and exclusive benefit beyond the basic product benefit such as outer prestige and acknowledgement and inner affiliation.

For further information on the congress please go to http://www.planung-analyse.de

Please download the full presentation here!