brands consumers, roles brands play, views customers brands developed marketing -marketing influences. The background readings module introduces ways analyzing products brands case reading relates a study relationship consumers brands.
I am what I wear and what I drive:
Having a relationship with Manolo Blahnik shoes and the Prius
'I am what I buy.' According to Susan Fournier, consumers have relationships with brands much in the same way they have relationships with human beings. Brands become a form of identity, much like hanging out in a certain clique of friends defines one's sense of 'self.' Brands define our economic class, social status, and life state based upon their name and associations. The ethos of a brand transcends the functionality of the product. Marketers position brands to be attractive to certain types of consumers and consumers eagerly embrace such positioning and use it as a method of self-definition.
The shoe brand Manolo Blahnik became inexorably associated with Carrie, the heroine of Sex and the City. Carrie was fashion and shoe-obsessed, the epitome of New York style. Manolos are uncomfortable, artful shoes that are very expensive and have little purpose other than communicating that the wearer knows what is in style. When someone is wearing a pair of Manolos, he or she is telegraphing that he or she follows fashion in an avid way, and is willing to put appearance over comfort, in terms of personal priorities. Because of their great expense, Manolos are well-known as affordable only by the very rich, and some styles are exclusively distributed through certain, select stores.
Unless consumers perceive themselves as having a relationship with the brand Manolo Blahnik, there is no reason to purchase the shoes. To an untrained eye, many types of shoes look similar to Manolos and are equally attractive. However, to a Manolo wearer, donning ordinary shoes is not the same experience as wearing a pair of shoes that have the cache of Manolos. Manolos convey an obsession with fashion and an urban, status-conscious attitude.
In contrast, the Prius, as created by Toyota, communicates an image of environmental consciousness, because of its small, compact size, and its fame as one of the first hybrids produced for the marketplace. Famously fuel-efficient, a consumer who…
Related Documents
Study Document
Improving Brand Awareness and Customer
In support of this overarching aim, the following objectives were also be used. Objectives: The proposed study has three objectives as follows: 1.2.1 To deliver a comprehensive and critical review of the relevant literature concerning the relevant issues. 1.2.2. To administer a custom survey to various luxury hotel managers concerning their current branding strategies to identify commonalities and significant differences. 1.2.3. To provide a synthesis of the secondary and primary research that can be used as a
Study Document
Consumer Behavior Analysis of a Product or Service
Consumer Behavior - Analysis of Coca-Cola Consumer Behavior - Analysis of a Product or Service The objectives of this report are to discuss what consumer behavior is, why consumer behavior is vital, and how consumer behavior is influenced by the needs, goals, and motivations of the consumer. The purchase and use of a product by the Coca-Cola Company will provide support for this report. The consumer behavior of consumers of soft drinks
Study Document
Brand Relationship When Fournier Describes the Relationship
Brand Relationship When Fournier describes the relationship that consumers have with a brand, she is referring to the attributes that consumers ascribe to that brand and then relate to. These attributes go beyond the attributes of the product itself, such that the brand can be transferred from one product to another. An example of a brand with which consumers have a high degree of relationship would be Body Shop, to which
Study Document
Brand Equity Has Been Defined
Then soon other players came such as Pepsi who also tried to penetrate the market. With the introduction of Pepsi into the market, the market share was divided, sales volume for both commodities went low and the prices also lowered. The product life cycle of some of these products may go far beyond the expected limit, and this is attributed to the brand equity they have. Use of Interactive television
Study Document
Branding and Lifecycles How Marketing
This is why suppliers dislike selling to them. Walmart drives suppliers very hard to deliver extremely high quality at low prices because their product strategy must support their strategic marketing direction and unique value proposition. Walmart is really in the price and quality expectations management business. To reduce them to price warrior in the retailer industry is to miss the point. If this was the case then every one
Study Document
Consumer Subjective Personal Introspection of Your Own
Consumer subjective personal introspection of your own buying behavior, and to relate this to the notion of products as extensions of the self and consumer behaviour theory. buying behaviour Subjective personal introspection of your own buying behaviour as an extension of the self and consumer behaviour theory It has been noted in many studies on consumer behaviour that the products that the individual purchases are very often closely linked to the identity and