Post by Kathy Steinberg, Research Manager, Public Relations Research
More than 400 hundred years ago, Shakespeare famously asked - through Juliet's lips - "What's in a name? That which we call a rose / By any other name would smell as sweet." Yet, in today's consumerist culture, as my colleague Whitney asserted in a post earlier this week, branding is everything. Well, call me old-fashioned, but I tend to agree with the Bard of Avon...and, perhaps as a sign that the pendulum may be starting to swing in a different direction due to the current economic climate, so do most Americans.
According to a Harris Poll released earlier this week, nearly 2 in 3 U.S. adults (63%) have been purchasing more generic brands over the past six months in order to save money. It may have taken a global recession and near-economic collapse, but maybe Americans are now asking themselves the same question Juliet posed to Romeo (with a modern twist, of couse): "What's in a brand name? That which we call Advil / By generic ibuprofen, would relieve aches and pain just as well!"
But are there certain types of products where a generic just won't do? Chime in with your comments...