This is why we all need to build brands.
Swarovski is undoubtedly the world’s leading manufacturer of crystals but most individuals could not tell if a bracelet was from Swarovski or some other producer. Most couldn’t even tell you why Swarovski is better. The brand just creates an aura of desire.
While you have really cheap crystal bracelets that are a fraction of the price, you now have companies like Preciosa and Zodiac whose crystals rival the quality of Swarovski but are still half the price because Swarovski invested in building its brand and can command the price it sets out.
