Branding Essay

1247 WordsApr 20, 20135 Pages
BRANDING ESSAY Subject: The brand as an aspirational and cultural agent 14/03/2013 According to Philip J. Kotler “a brand is a name, term, sign symbol or design, or a combination of them to identify the goods or services of one seller or a group of sellers and to identify them from the competitors”. This definition expresses the brand as the sum of the representations that we have, however, the brand is also a cultural agent. To remain permanently in the mind of the consumer brands must build a recognizable brand and offer their cultural role models to their customers. Thus it is necessary to include this cultural aspect to the marketing strategy of the brand. After explaining how this cultural and aspirational aspect is…show more content…
The socio-economic changes constantly and attitudes of societies are transformed. Thus it is essential that brand can find what, in its identity, can meet the expectations of customers in the generational change. The consumer's desire is not focused on a specific good or service, this desire is by cluster (Gilles Deleuze, French philosopher, Anti-Oedipus, 1977). This means that when the customer is considering purchasing, the choice is not just the object itself but to all cultural, symbolic or historic associations attached to them. For example when I want this dress that is behind the showcase, I do not just want this dress, but the shoes that go with the silhouette, the style, the man, the romantic dinner and almost the lifestyle that goes with this dress. And brands need to rethink their communication model to know the consumer interest in all that associations of the product. They can no longer base their identity on customer insights; it must do so on a strong culture. The brand identity is not an element to be overlooked in a marketing strategy because the cultural and aspirational aspect it reveals is becoming increasingly important in the consumer's decision. Brands must know how to create interest and special recognition in his

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