No Logo, Disposition Marking, By Naomi Klein

Advertisements often employ many different methods of persuading a potential consumer. The vast majority of persuasive methods can be classified into three modes. These modes are ethos, pathos, and logos. Ethos makes an appeal of character or personality. Pathos makes an appeal to the emotions. And logos appeals to reason or logic. This fascinating system of classification, first invented by Aristotle, remains valid even today. Let's explore how this system can be applied to a modern magazine advertisement.

Strong branding- They have a strong presence in the European, American and Asian market as an established firm. They have been able to create a unique brand image in the minds of consumers by differentiating themselves from other companies through the ensuring of the best premium quality products.

Brand competitors and the diversity of choice that is available to consumers, puts brands under pressure to offer high quality products and service, excellent value and a wide availability (Clifton et al., 2009). Brands must differentiate themselves from the competition and create an unforgettable impression.

makes them add value to reputation of their brand. Their main strength is an ingenious

In her essay “The Importance of Work,” from The Feminine Mystique published in 1963, Betty Friedan confronts American women’s search for identity. Throughout the novel, Betty Friedan broke new ground by seeking the idea of women discovering personal fulfillment away from their original roles. She ponders on the idea of the Feminine Mystique as the cause for the majority of women during that time period to feel confined by their occupations around the house, restricting them from discovering who they are as women. Friedan’s novel is well known for creating a different kind of feminism and rousing various women across the nation.

Establishing itself as an Australian brand, can be seen as iconic in the local market.

This innovative idea of Boost put them ahead from other competitors and their brand’s distinct campaign builds a relation with customers.

According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.

Although their branding message was changing slightly during the time, they kept core values and traditions untouched. Comfort, uniqueness, quality and emotional impact – these were always the main associations with the brand. However, other features were being emphasized as time was going by.

After reading the case study for New Balance I see a brand with great potential. A brand that has staunch traditional values and customer satisfaction as its primary priority.

Their product reflects the passion that their customers have for music, art, film, and board sports.

The company offers a modern and cool lifestyle, coined by their motto “for successful living”.

The company has also been accredited for having maintained a high degree of diversity coupled by its ability to maintain top quality in the standards of its products. Not only has the company retained a good reputation with its clients but also maintained an excellent corporate responsibility track record. This has built the public trust in the brand and is proud to be associated with it. To the wonder of many, the company has year over year continued to yield profits way over its competitors. To maintain such a success has been pre-determined by the way it has a strict, slow growth policy which ensures that it dominates a market before moving on to dominate another market, and despite the slow nature, the company has now emerged to be one of the fastest growing companies in the United States.

Attitude–a relatively constant feeling, predisposition, or a set of beliefs that is directed toward an object, a person, or a situation.

1. Brand awareness – being a newcomer in the market will create difficulty in gaining acknowledgement; however, I feel we have a terrific product and a solid business model that will eventually speak for itself.