What have we learned this week supports the case that Steinway should phase out the Boston brand.
What have we learned this week supports the casethat Steinway should phase out the Boston brand.
Reasons why phasing out is the best option:
1. The brand portfolio2. Competitive Landscape3. Better opportunities for growth elsewhere
1. Create a strong, clear brand positioning.
Words used to describe Steinway:
LegendaryInstitutionIllustrious
For the world’s most accomplished pianistsPre-eminent
The Boston does not fit this brand
Words used to describe Steinway:
LegendaryInstitutionIllustrious
For the world’s most accomplished pianistsPre-eminent
2. V specific brand meaning = hard to extend
3. Stretching a brand too much doesn’t work
Resale implicationsConfusion
4. Avoid being the equivalent of a Mercedes for 26 year olds.
Resale implications
5. Know what to compete with the competition on, and what to avoid.
Stay with Boston? Expand high end?
• Baldwin, Yamaha and Kawai - high volume, lower price.• Large share of mid-market• Produced by a competitor• Electronic keyboards
• Growing demand for Limited Edition and Crown Jewels• New potentially large markets in Japan, China and S Korea
Conclusion - Boston should be phased out
1. It risks damaging the Steinway brand2. Mid-market is not a good area to be competing in.3. Global high end is a better strategy.