Brand Relevance: Making Competitors Irrelevant - always yours

60 BRAND RELEVANCE
pen with a lesser known brand name was included as an option,
the percentage selecting the Cross pen went from 36 percent
to 46 percent, and only 2 percent selected the inferior pen.
When the inferior option was included, the Cross pen became
more appealing.
Kraft ’ s DiGiorno introduced in 1995 its “ rising crust ” pizza,
the fi rst pizza with a fresh - frozen, not precooked crust. 16 Rather
than competing in the frozen pizza section, DiGiorno chose to
reframe the category to included delivered pizza. With the tagline
“ It ’ s not delivery, it ’ s DiGiorno, ” the brand was a success
for Kraft with $ 125 million the fi rst year and a remarkable
50 percent repurchase rate, a record at Kraft. To make the new
category more vivid, the DiGiorno delivery person was created
who, of course, has nothing to do. One promotion involved a
$ 100,000 salary to be a DiGiorno delivery person, the winner
could collect a salary and had no job to do. By reframing the
category to include delivered pizza, DiGiorno, instead of being a
premium priced frozen pizza, now had a decided price advantage
by being often half the price of delivered pizza. Further, its quality
was now suggested to be comparable to delivered pizza and
thus far above other frozen pizzas. The successful framing persisted
as DiGiorno retained the leading brand status, enjoying a
substantial price premium.
There is also a compromise effect. People generally like to
compromise, choosing between the highest premium offer and
the lowest value one. Taking the highest can seem indulgent
or might risk not getting a good value. Taking the lowest offer,
in contrast, risks getting an inferior option. Best Buy has two
private - label offerings, Insignia and Denox. Insignia, which is
priced below the national brands, looks like a more comfortable
choice with Denox at an even lower price. There is a feeling
that the fi nal choice is not the cheapest alternative. In another
study of Minolta cameras, the more expensive of two cameras
saw preference for it increase when a higher - priced Minolta
camera was added to the choice set. 17 The higher - priced camera