The brand is preferred

The Austrian Association of Branded Goods Industry is about to launch the strongest community campaign in years. With almost 10,000 posters, on Citylights and digital screens, on TV and infoscreens, in print media as well as on Instagram, Facebook and in the Marketguru app, 33 companies are bringing their 42 branded goods closer to consumers. The campaign is a reminder that what you buy does matter. After all, with this initiative, the manufacturer brands provide an insight into the wide range of services their products offer.

Whether it is the firm hold that Tixo offers when doing crafts, Wolf's consistent sustainability of pasta production or simply the desire for a fresh pour of Gösser beer: these and many other examples make it clear what the benefits of original brands are.

Dr. Markus Liebl, president of the Branded Goods Association, comments: “The price alone cannot be the only determinant. It is perceived less and less as a means of differentiation. On the contrary, we can observe that only the original makes the difference!”

All of Austria is chatting with the brand.

To increase the impact of their digital messages, people are increasingly using emojis and stickers as emotional symbols. The concept DMB. (Demner, Merlicek & Bergmann) developed incorporates chats and makes brands part of our everyday communication by offering the branded products to consumers as emojis and stickers. These give emotion to the personal chats and the brands deepen their relationship with their customers.

Mariusz Jan Demner: “With the emojis and stickers, we create a real dialogue with the consumers for the brands.”

Their use is stimulated by advertising on the social media platforms Instagram and Facebook. As a cross-media initiative, the campaign uses a comprehensive media mix, reinforced by a digital social media component.

Sustainable future strategies – a brand’s special responsibility

For years, companies in the branded goods industry have seen themselves as being responsible for the quality and performance of their products, for the satisfaction and well-being of consumers, for society and for the sustainable use of our environment's resources. "The original brand has been coveted for decades because it constantly reinvents itself while often even shaping social developments ahead of time. A permanent offer and promise of innovation are the guiding structure for the success of each individual brand”, says MAV Managing Director Günter Thumser.

With its innovative performance, the consumer goods brand is the right answer to the many challenges we have recently been facing. This is because manufacturers of brand-name products are investing in more expensive, sustainably formulated recipes and production processes, more expensive, environmentally friendly packaging, and also more consumer education on this topic.

That is why we are making an appeal to all our retail partners: Only with fair prices in the supply chain can we ensure sustainable quality together!