...celebrated, perceived quality, brand image, tradition, and local authenticity. The functional reasons to choose a beer are taste, price, and perceived quality. The emotional reasons to choose a beer are the occasion being celebrated, brand image, tradition, and local authenticity. Some of the self-expressive reasons to choose a beer are tradition and brand image. The importance of these reasons will differ for each brand. There are some beer brands consumed because of the price, regardless of the other attributes and there are others drank because of tradition, regardless of other attributes. The attributes that contribute the most to Mountain Man Lager are taste, perceived quality, brand image, and tradition. One focus group participant expressed this by saying, “My dad drank Mountain Man just like my granddad did. They both felt it was as good a beer as you could get anywhere” (3). This quote encompasses not only the perceived quality associated with Mountain Man beer, but also the importance of tradition and the taste of the beer to Mountain Man consumers. These brand attributes are linked so firmly to the meaning of Mountain Man beer that it is my opinion that it will not transfer well to a light beer. For younger drinkers, the main consumer of light beers, the main attribute that affects what beer they purchase is price. They can’t afford higher priced, better tasting beers. For Mountain Man it is the emotional attributes that draw people to the brand primarily, rather than self-expressive...
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...The Brand Porsche The brand Porsche is built on decades of tradition and experience in the sports car segment. Customers value the pure dedication put into every single car and the company itself, demonstrated not only by Ferry Porsche, who was quoted saying: “I certainly have not given away my family name to sell off and cash out the company to the highest offer” (Ferry Porsche Interview, 1988). The car which is regarded to have shaped the company’s brand perception the most is the in 1964 released 911. Still in production today, the 911 which top speeds up to 315 km/h represents the sports car image better than any other car in the product line. In addition, owning a Porsche is more often than not considered a status symbol. Porsche owners, as publically stated by many users on one of the company’s fan forums – Rennlist – enjoy the fact that their vehicle seems to distinguish them from “ordinary” car drivers and more so from ordinary people. The car gives its owners the feeling to be part of an elite club, which not everybody is allowed or able to join. Finally, purists argue that Porsche used to be the purest of the sports car brands, catering to customers’ individual needs while keeping that adrenaline-pumping connection to the one thing that made the company what it is today: speed. Nowadays, however, this connection as well as the sports car brand image seems to be fading away, endangering what is one of the largest margins on cars in the automotive industry, and one...
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...extend its brand name to include a light beer, Mountain Man Light. My position on this decision is that Mountain Man Beer Company should not participate in this extension. It is true that financially the light beer market looks attractive. “Over the previous six years, light beer sales in the United States had been growing at a compound annual rate of 4%, while traditional premium beer sales had declined annually by the same percentage” (Abelli, 1). Another reason why this may seem like an attractive decision is because Mountain Man is experiencing a decrease of sales due to changes in beer drinker’s preferences (1). Also, “Mountain Man’s 2005 revenues were down 2% relative to the prior fiscal year” (4) Together these pieces of information seem to show that extending the Mountain Man brand to light beer is a good idea. However, there are several reasons why I suggest that this extension would actually hurt the brand. Consumer choice of beer is driven by seven main attributes. These attributes are taste, price, the occasion being celebrated, perceived quality, brand image, tradition, and local authenticity. The functional reasons to choose a beer are taste, price, and perceived quality. The emotional reasons to choose a beer are the occasion being celebrated, brand image, tradition, and local authenticity. Some of the self-expressive reasons to choose a beer are tradition and brand image. The importance of these reasons will differ for each brand. There are some beer brands consumed...
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...A successful brand is the most valuable resource a company has. In fact, one authority speculates that brands are so valuable that companies will soon include a “statement of value” addendum to their balance sheets to include intangibles such as the value oftheir brands. Brands are used as external cues to taste, design, qualify, prestige, value and so forth. In other words, consumers associate the value of a product with the brand. For example, the value of Kodak, Sony, Coca-cola, Toyota and Marlboro is indisputable. One estimate of the value of Coca-cola, the world’s most valuable brand, places it at over $35 billion. How does a brand create value to the customer? Why do certain brands have more value than others? Naturally, companies with such strong brands strive to use those brands globally (extend them). The purpose of this paper is to review literature on the core associations ofbrands used to position brands as strategies to create competitive advantages. 1.1 Meaning of a brand and Its Importance A brand is a distinguishing name and/or symbol! intended to identity the goods or services of either one seller or a group of sellers, and to differentiate those goods or services from those of competitors (Aaker, 1991; Stanton, 1994, and Kotler, 1996). A brand thus signals to the customer the source ofthe product, and protects both the customer and the producer from competitors who would attempt to provide products that appear to be identical. Ancient history provides...
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... * repitition * attention reallocation (280) * attractive visuals * color and movement * position (281) * isolation (282) * format * contrast and expectations * adaptation level theory (283) * interestingness * information quantity (284) * information overload * individual factors (284) * motivation * product involvement * behavioral targeting * smart banners * ability * brand familiarity * situational factors (285) * clutter * program involvement * nonfocused attention * hemisphereic lateralization * rational thought * subliminal stimuli (286) * interpretation (287) * perceptual reality * semantic meaning * psychological meaning * cognitive interpretation * affective interpretation (288) * individual characteristics * traits * learning&knowledge (289) * expectation...
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...IMAGES IN ADVERTISING: THE NEED FOR A THEORY OF VISUAL RHETORIC In this article, we are dealing with a meaning and representative reality of pictures. In todays world there are many pictures, shown and done in many different ways. We have various kinds of pictures in rich colours and textures. The objective of this article is to reorient the study of advertising images by advocating the development of a theory of visual rhetoric. When we are taking about rhetorical theory, we say that it is an interpretative theory that frames a message as an interested party’s attempt to influence an audience. The sender’s message must be send as obvious one. It is also important how the message is sent – style of delivery. It is important that audience understand the message, therefore he uses shared knowledge of various vocabularies and conventions. Receiver/s use this same body of cultural knowledge to read the message, infer it, evaluate the argument and formulate a response. If we want to explain advertising images as a rhetoric one, we need to understand that visuals must have certain capabilities and characteristics. Visual elements are for representing concepts, abstractions, actions, etc. There must be an ability to guide the order of argumentation and visual elements need to carry meaningful variation in manner of delivery. To explain a visual communication complex we would need a symbol theory of pictures: one in which visuals signify by convention and not by resemblance to...
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...Although there are different definitions of Brand Positioning, probably the most common is: identifying a market niche for a brand, product or service utilizing traditional marketing placement strategies (i.e. price, promotion, distribution, packaging,and competition). Also positioning is defined as the way by which the marketers creates impression in the customers mind. Positioning concepts More generally, there are three types of positioning concepts: 1. Functional positions o Solve problems o Provide benefits to customers o Get favorable perception by investors (stock profile) and lenders 2. Symbolic positions o Self-image enhancement o Ego identification o Belongingness and social meaningfulness o Affective fulfillment 3. Experiential positions o Provide sensory stimulation o Provide cognitive stimulation Perceptual mapping Perceptual mapping provides answers to these vital questions: • What is your market position relative to your competitors? • What are your strengths and weaknesses? • Where are there gaps in the market? • How do you measure up to the “ideal?” • What strategies will improve your competitive position so that you are both relevant to the market and differentiated from competitors? The process includes developing the attributes—either functional, emotional, or both. Survey respondents rate the client brand and competitive brands on each of the attributes, and attribute importance and ideal attribute ratings are obtained. These...
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...advertising as they already have a vast and loyal customer base. Student ID: 0080379103 Student Name: Jing SUN Word count: 1639 The role of advertising in the developments of brand image and brand extension in established companies. Utilizing advertising in a most effective and efficient way is always a concern in most companies, as advertising requires a costly investment in both capital and human resources, which in return is expected to create positive outcomes. With a large volume of consumers and brand loyalties created in established, some argue that advertising can be merely a waste of money. While this idea addresses two major outcomes of conducting advertisement, attracting potential consumers and building brand loyalty, it ignores other contributions, for example, brand extension and brand image building, that could be enhanced by advertising in established companies. This essay will illustrate the reason why advertising is required in established companies, focusing on how appropriate advertising may contribute to developing brand extension and enhancing brand image. First of all, the informative function and social function of advertising will be interpreted. The following sections will demonstrate why large companies should focus on building up brand image and developing brand extension and how advertising contributes to these two dimensions. Then, the negative impact of advertising that advertisement may help to increase the competitors’ sales will be discussed...
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...Reasons for celebrity endorsement | 5-6 | 3 | Effects of celebrity endorsement | 7-8 | 4 | Conclusions | 8-9 | 5 | Bibliography | 9-10 | Question 1 Consider brands like Olay Malaysia ©, D’Herbs ©, Maixara © and Revlon © each brand appointing celebrities as their product ambassador. How does the use of celebrity endorsement enhance brand awareness and brand image? 1. Introduction How does the use of celebrity endorsement enhance brand awareness and brand image? First, we need to understand what celebrity endorsement is. Definition of celebrity is an individual who is known to the public (Friedman & Friedman, 1979). Brands like Olay Malaysia ©, D’Herbs ©, Maixara © and Revlon © appointing celebrities as their product ambassador to communicate brand images and information to consumers. People tend to overlook a lot of adverting and marketing tactics in this fast-paced life but people hardly goes unseen of the presence of a celebrity. Many researches report that customers have a need to gain an insight about the lives of celebrity personalities, which is why celebrity can catch consumer attention easily. Many organizations use celebrities in their marketing in hopes that it will have positive impact and drive up sales. Advertisers believe that the use of a celebrity affects advertising effectiveness, brand recall and recognition, as well as purchase intentions and follow-through (Spryet al., 2011). Celebrity can be used for endorsements in four ways. They are testimonial...
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...analysis 2. SWOT analysis 3. Marketing objectives 4. Target market 5. Marketing strategies 6. Marketing tactics 7. Implementation 8. Evaluation of performance Explosion of Digital Media * Emergence of interactive web sites, blogs and social networks * Companies have shifted from traditional (such as billboards and newspapers) to digital media * Social media allows interaction from the company to the consumers Brand Parity * Brands are being viewed as being equivalent * Shoppers will purchase within a group of accepted brands rather than choosing one specific brand. * When present= quality is not a concern and price is more important * There is a decline in brand loyalty Customer engagement * Marketers seek to engage customers * Contact points are important * There is a two way communication * Digital media is part of the IMC strategy * They strive to develop emotional commitment * There is an emotional bond developed with the brand Micro Marketing * In which advertising efforts are focused on a small group of highly targeted customers * Identify the appropriate media * Focuses on individuals...
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...Shreekanth Attreya 9-20-2013 Media and Art 110 Blackboard Post 1 Words - 774 Still Image Analysis Option B) Semiotic Analysis of a Personal Photograph that you have Previously posted online Issues to address: How does this image have semiotic potency? Identify and explain the signs in this image? What are the denotative and connotative signs in this image? Who is the imagined audience for this image and why? (who did you wish to see this image when you posted it?) How does the gaze operate in this photograph? To determine whether or not the above image has semiotic potency, one should be equipped with a basic knowledge of semiotics. According to Gill Branston, the author of The Media Student's Book, Semiotics "is a theory of signs, and how they work to produce meanings, or the study of how things come to have significance. This includes signs devised to convey meanings (langage, badges) as well as 'symptoms' (as in 'thats' the sign of swine flu'). (Branston 12) Potency is an evaluation of strong or weak, which in this case involves the strong or weak signs of semiotics that appear in the image. At first glance, a viewer may notice 2 noticeable subjects of the image. There is a vehicle, and there is young man next to the vehicle. This image although not an advertisment, does advertise an event or a special moment to the viewer. Upon viewing the image, a viewer would notice that the young man is not wearing casual clothing. He is dressed in formal wear. A deeper study of what he...
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...2004). Celebrity endorsement can be divided into three distinct forms: explicit endorsement, where the endorser clearly recommends a product, implicit endorsement where he just mentions that he uses the product, and lastly he can co-present a product, through showing himself with the product (McCracken, 1989). Overall, celebrity endorsement has the ability to significantly influence the view on the endorsed brand, since in a consumer’s mind a high quality endorser is generally seen as a sign for superior product quality, leading to a better evaluation of the brand (Till, 2001). Additionally, well selected celebrity endorsement generally has a positive financial influence for the brand. Several researchers identified a positive impact of endorsement announcements on the stock market price of the respective company (e.g. Agrawal and Kamkura, 1995). Further positive influences from celebrity endorsement can be found summarized in Table 1. Author(s) Year Influence Atkin and Block, Tripp, Jensen, and Carlson Silvera and Austad 1983; 1994 2004 more favourable brand evaluations Misra and Beatty 1990 better memory of advertising messages Kamins, Ohanian, 1990 1990 the opportunity to...
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...According to Holt (2004), the marketing practices employed by many corporations fail to achieve their potential within a given market because of the simple oversight that they do not put the targeted consumer culture first. Holt (2004) argues that cultural relevance drives brand preference, not the other way around. The consumer culture is therefore decisive when branding, and the branding approach must be adapted to the current consumer culture stimulations in order to be effective (ibid). Broadly speaking, consumer culture is defined as ‘a system in which the transmission of existing cultural values, norms and customary ways of doing things is carried out through consumption in everyday life’ (Lury, 2011). Hence, consumption will in this...
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...43-51 Kevin Lane Keller Brand Mantrais: Rationale, Criteria and Examples hi this paper, we consider how marketing managers can benefit from the concept of a "brand mantra." We examine how brand montras relate to brand positioning and a related concept, "core brand associations." Our focus is on how brand mantras can be used to improve intemal brand management We consider design and implementation issues in temi of characteristics of good A/nos Tuck School of brand mantras as well as process issues in developing Business brand mantras. It is noted that brand mantras, as with Dartmouth College Nike's "authentic athletic perfonnance" and Disney's "fun family entertainment" often consist of three words that combine brand functions with descriptive and emotional modifiers. Procedurally, brand mantras are developed at the same time as brand positioning. At tlwt time, brand mantras would then be judged on their ability to effectively communicate, simplify, and inspire, as reflected by employee research. Organizational Brand Management Through Brand Mantras Introduction An increasing number of firms have embraced branding as a business priority and marketing imperative. Despite that fact many firms are unsure as to exactly what they should do to effectively manage their brands and maximize their equity. Much of the branding literature has taken an extenial perspective to focus on strategies and tactics that firms should take to build or manage brand equity with customers. Without...
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...What is ”Corporate Image” and “Corporate Identity” – and why do people talk so much about it? Dominique Bouchet Professor, Department of Marketing University of Southern Denmark, Campusvej 55, DK-5230 Odense M, Denmark www.bouchet.dk – dom@sam.sdu.dk – Fax: + (45) 65 33 19 13 Image, identity and culture are concepts occupying the minds of companies and organizations of our time, because things must be connected in a world where every institution’s or person’s role and place are renegotiated almost everyday. Companies’ increasing concern about their image, identity and culture must be seen in relation to a number of changes that influence their roles and opportunities. Today, the information we receive is no longer scarce; actually the amount of information is drowning us. This abundance has created much confusion. Demand and supply for information are disoriented and, thus, become increasingly dependent on the guidelines and criteria for sorting information in order to reduce confusion. Orientation is less and less a matter of gathering information and more and more a matter of sorting and connecting. The company’s consumers, stakeholders and employees are all influenced by this development. Further, more and more people are now concerned about things other than material goods. For example, what we eat and how we should handle waste have become central issues for consumers and employees. The ecological concern and political consumption make the...
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