Quality ensures performance, which ultimately plays an important role in creating unique identity that we call “Brand”. Performance, on the other hand, does not merely depend on the quality hardware and parts, but also the way the goods (and services) are “designed” or assembled/sequenced in order to deliver a superior experience, leading to perceived excellence in performance.
However, the equation is not as easy as it seems. The technical quality and perceived quality may not be the same always. In many cases, consumers may not be able to objectively assess the level of technical quality, while they only experience the quality that they perceive to exist in a brand. On top of that, the level of price may also play a big role in signaling quality, oftentimes customers assuming that high priced products are always of better quality.
There is no point to argue whether customers’ perception(s) is technically correct or not, it is about how the actual positioning has taken place that matters at the end of the day. In a competitive world as it evolves, no single sure-fire way of communication can guarantee that a targeted image can be created, rather it takes a collection of techniques and executions that would lead to a perceived image that equals the brand promoter’s target. On top of that, as the number of competing brands increases, nobody can survive without ensuring the minimum and acceptable level of quality to customers. It appears that, the competition is not between bad and good brands anymore; it is among good, better and best brands as are defined by customers. What do you think?