Building A Name Brand Introducing a high-quality, low-priced product takes more than hard work--it requires a strong brand image.
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Question: After many months of research and hard work, I've started a small company importing soccer balls. Due to my hard work and reasonably priced, high-quality product, I've been able to get orders from a small retail store and a few coaches. I'm offering free samples to stores and teams, as well as a one-year guarantee. What else should I do to get more contracts from stores, park districts or school districts? All I want is a chance to show my product and price and let the buyers decide. The quality of my products is as high as that of any name-brand product, yet people are paying a lot more money just for the name. Thanks.
Glen Ellyn, Illinois
Answer: Do you know the difference between a "cheap knock-off" and a hot new import? Often the only real difference lies in the way the product is perceived--its image. People are always willing to pay more for a name brand product. So to get in the game, you need to create a name-brand of your own.