Last Long Syndrome for your Marketing

If you’re a music lover, no doubt, you have experienced the dilemma of not knowing the title of a song that keeps playing in your head or enjoying the repeat of a song in your ipod till you fall asleep. If that’s the case, you’re definitely suffering from the last-song-syndrome.
When you’re in this impasse, you won’t stop until you’ve figured out that song title, even going through the length of googling or calling a friend just to know it. Also, when your song is on repeat, it gives you that enjoyment and satisfaction that brightens up your workday. These effects when associated with a certain product equals to high sale and success.

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Achieving the effect of the last-song-syndrome as applied to the marketability of a certain product can be an effective strategy in identifying its brand value. In this consumer driven world, identifying your product’s brand value is a critical fundamental stage in the marketing of a product. This is important because it determines a product’s financial success.

Identifying the brand value of your product entails studying and learning the lifestyle of your consumers. You would want your product to be part of a consumer’s everyday life, something that he could not live without; something that he must get his hands on the moment he thinks about it.

The aspects of identifying brand value must be attributed to E-L-I-A-Q:

• Everyday
• Longevity
• Irreplaceable
• Affordability
• Quality

The product must have its potential of being part of a consumer’s everyday life. This means that the consumer would do anything to buy that product because it’s a staple part of his routine; without it, a consumer’s day isn’t complete.

If the product has the potential of being an everyday staple for a consumer, consequently it has longevity qualities, to the effect that it can’t be substituted for any other similar product in the market. This leads us to another factor in brand valuing which is being irreplaceable (irreplaceability). If a product becomes irreplaceable, it becomes an institution in the market to the extent that other products can branch from it ensuring profit to the seller and variety to the consumer.
If the product is desired to be part of a consumer’s everyday life, then it should be designed to be affordable and of good quality. If the product becomes a luxury, consumer would tend to buy it only when they can afford it. To project high sales, the product must be within the budget constraints of the consumer. Furthermore, quality should not be sacrificed for affordability. If a product is of good quality, consumers will buy it regardless of price.

A product that has E-L-I-A-Q qualities is sure to be a success hit to the consuming public. Like the effect of the last song syndrome, it should have the outcome of gratifying a consumer’s needs and feeds the consumer’s comfort.