For example Bounty chocolate bar had the tropical paradise advertising campaign, supposedly every time you took a bite out of your Bounty Bar it would take you to a deserted paradise dessert island, which in reality in not going to happen. .
Advertising campaigns and brands are always trying to offer a "superior lifestyle". This approach however often irritates many consumers, they are not nieve enough to believe the idea that spending more money on a soft drink or ice cream can bring happiness or social cachet. .
When a brand earns are trust , we not only repeat our purchases, but we also tell all our friends about it. Word of mouth is also very important for brands, a brand can gain a good reputation without advertising. .
The flip side of the power and importance of a brand is its growing vulnerability. A failed advertising campaign, a drop-off in quality or a hint of scandal can send customers running. Protesters can use the power of a brand against companies by gathering evidence of exploited workers or polluted rivers.
Brands have a function for the company and the consumer. They provide the company with a competitive advantage and act as a substantial asset in the values of a company, in other words they keep the shareholders happy! The brand helps to focus the consumers mind in facilitating choice. .
In order for a brand to be successful it has to focus on its values, they have to centre around what the brand stands for and what makes it distinct from its competitors. For example the Brand values for Armani are; high quality, luxury and glamour, stylish and comfortable clothes the exude confidence, minimalist not fussy etc. .
Brands also need personalities because one key way in which consumers interact with a brand is through the brands personality, which they either identify with or reject. These brand personalities shape the consumers perception of the brand and facilitate two main choices in the consumers mind, they either buy the brand because they "are" like us Or they buy the brand because it is how we would like to be.
They do have substitutes for their products but their customers are very brand loyal. ... Along with Cindy, many other famous faces that do their advertisements that connect to a large number of different demographics. ... They have a variety of products that are all related in some way. ... Number One Brand Sold In the Unites States. Revlon is the number one cosmetics brand in the United States. ...
By doing so they attempt to improve customer acquisition, retention and overall brand performance in the market. ... The company anticipates that a significant portion of its long-term growth will come from the expansion of this brand and is actively seeking ways of strengthening and expanding this brand At the Taj Leisure Hotels, pleasure seekers, the curious and those simply wanting to get away from it all can do just that. ... The Taj presents holidays with as much panache as it does business. ... There is no one accepted definition of a brand but a number of approaches or different pers...
For instance, a Honda manufactured in the US may still be thought of as a Japanese car, albeit one made in a Midwestern US plant. ... Some origin cues may be too specific to be meaningful at a distance - e.g. while the "Old El Paso" brand name may instantly communicate the Southwest to Americans, it probably would not do much for Europeans unaware of the existence, location or history of the real El Paso. ... Brand origin in context Plummer (1985) considers brand personality to be one of three components of brand image (the others being product attributes and consumer benefits), and r...
One of Polo Ralph Lauren's greatest strengths is its marketing strategy, which the brand actually focuses on heavily. ... One of the Polo brands greatest strengths in marketing is its promotion strategy. ... Ralph Lauren has positioned his Polo brand as one of the elite designer brands that offer class, style and longevity. ... These are brands that position themselves the same way Polo does, although they haven't been as successful as the Polo brand. ... As the saying goes, "look good, feel good" and one definitely feels good when they're wearing the quality brand c...
Do certain brand associations need to be strengthened? ... Brand equity consists of two components - brand strength and brand value. Brand strength refers to the brand associations held by consumers, whilst brand values are the gains that accrue when this brand strength is leveraged to obtain superior current and future profits. As stated by Lasssar, W., Mittal, B., and Sharma, A., (1995) "Put simply, brand equity stems from the greater confidence that consumers place in a brand than they do in its competitors". ... Secondly, measurement provides a greater insight into the brand's streng...
According to the case study, Starbucks has been recognised as one of the fastest – growing brand in 2005. ... Strengths The first strengths will be strong market position and brand recognition. ... The second one is high-quality product. ... The case study also shown the product portfolio now present both coffee, drinks, and non-coffee items that caters to all age groups. ... Question 2: Match Starbucks relative strengths with the opportunities that present themselves in the Australian market. ...
Branding is one way that makes the process of decision-making easier, that is by helping consumers to limit their choice (6:3). ... These were some examples that shows how can brands be valuable assets, sometimes even worth more than all other assets that the company own combined. ... What does he mean by saying, "Companies can indirectly manage that brand equity"? ... So, either you do your extension in a good way or don't do it, because it may be harmful to the company's financial status. ... He showed for example, that if country A produced a good at a lower opp...
What do I think or feel about you (brand responses) 4. ... It is an authentic American icon -- which is to say that over the years it has come to stand for something real and meaningful and worthwhile to millions of people of all ages and backgrounds around the world. ... Here, we can see that, not only does the Disney create the fantastic products and services, as a brand they also focus on how it makes the consumer feel, and the experience in which they get from Disney. Brand Personality Framework The above figure demonstrates all of the elements which affect the appearance of a brand to i...
One exaggerated comparison was made that some employees within Nike do not have platelets in their blood but instead have little Swooshes (Katz 1994, 87). ... Work Culture The culture within Nike is one that embodies the very nature that it supports, competition. ... Do Members Understand? ... This was not something that was forced upon them by Knight or by other athletes or corporate executives this was an emotional connection to the brand and all that it stood for. It shows that Nike is not just a brand but a symbol and all other brands will not be deemed acceptable because of the honor, pr...
