"European quality" – how they call it in Europe?

For various reasons, to trace the origins of which is not possible, in our market the benchmark of such a "bonus" became the notion of "European quality". The default assumption is that a manufacturer who is not placed a label on the goods - cannot count on the loyalty of consumers.

And from all of the places every other advertising image is looking at us with "European quality" in it. It's everywhere: on hairdressings, signs of fast foods and snack bars on the ad-boards of goods and services. “European quality” - this is the myth of the ideal to which all are aspired.

But surprisingly, rather than simply match this quality and allow consumers themselves be ensured in this, manufacturers prefer to place this ambiguous statement on their advertising. From a marketing perspective, this solution is similar to - stick a sticker on your car that says: "the driver of the European level", or bring your jacket with "professional European manager" label.

The quality of the goods should be of a high level by default, as a self-evident factor. Like a car, which should by default to have four wheels and a steering wheel, or a sofa - to be soft and comfortable.

What then do European producers? What do they call their products?

Really - "American quality" or "Japanese quality"? This seems not only unlikely, but even absurd. European manufacturers do not need to stick to their products a label with the statement: "European quality" because the quality of their product - is not an advantage, but the fact of the essential, without which no activity is possible.

High quality - is not a factor of competition, it is an integral part of any production to be implemented.

Why our producers, choose the main message for their advertising, not to get rid of boring template "European quality"? Let's do high quality products and consider it to be a natural condition of our business, which is not subject of discussion.

Let the consumer himself be satisfied by the quality we can offer him, not realizing it's something amazing, and taking it as a given of our work. Because advertising claims of "European quality" among other things, is usually associated with even low quality, and with the goods which do not have any competitive advantage. Anyway, that advertising looks absurd like: "Our TV-sets – have a control with buttons" or "Our washing machines - have built-in drum," or "Our windows - made of plastic". It’s a default condition, not an advantage.

Quality - that is what should be in the product by default, regardless of its price.

Artem Safarov is author of the section “People and Brands”. He is specialist in marketing and PR. He studied crisis management at World Technological University. He worked as manager and director of marketing and PR. He launched his first product in the market at his 20s.