Branding

I finished the previous chronicle with a non-very pleasant sentence about Montblanc pens. But indeed it is not clear whether Montblanc pens are bought to be used or to be displayed.

On another front, I recently encountered this both terrible and brilliant sentence: "Successful corporations must primarily produce brands as opposed to products." (Quoted by Naomi KLEIN in No Logo, 1999).

Assorted Montblanc products.

Et voilà! Montblanc is one of those brands, and Richemont group is the successful corporation behind the undeniable prosperity of the white star. 80% of the market of luxury writing tools is in their hands, and the very sought-after logo is now on goods that have nothing to do with writing: watches, jewelry and leather complements. The success of Montblanc is, after all, on the brand and not on the quality of the product. Montblanc is a symbol of status.

These Japanese copies of Montblanc stopped being a threat when Richemont Group went on to selling a brand instead of a product.

And that is why Montblanc fakes are so easy and so ubiquitous—their goal is to display the white star, and nothing else. Just like the original product. Whether they write or not is totally irrelevant.

Selling a brand instead of a product has some toll to pay.

(Sailor Profit Realo – Athena Sepia)

Bruno Taut
February 10th, 2012
[labels: mercado, Montblanc]