Advertising plays a huge role in why people buy what they buy. This paper will discuss the different techniques used by brands in order to appeal to the intended group they are targeting. Some brands try to appeal to the most amount of people possible. However, some brands have a specific niche of people they try to appeal to. McDonalds is an example of a brand that tries to appeal to everyone. It has a general message that everyone can get behind, and they market it correctly. This is why they are one of the biggest brands in existence. However, Gymshark is a brand that tries to appeal to a specific niche of people. Their goal is to be the next Nike. They try to appeal to athletic people, who workout very often. Their products are similar to Nike, but they are specifically
When trying to emotional brand someone, pun-intended, one must appeal to those feelings or causes that elicit an emotional response, one that leads to brand-loyalty. Brands become an invitation into a whole new lifestyle. They are looking to transcend through spiritual meaning. Saachi and Saachi is an advertising agency, Kevin Roberts, its CEO, describes a "loyalty beyond reason," its where the "premium profits lie," argues Roberts. He thinks he can turn any product into an object of devotion. Roberts calls these particular products "Lovemarks," ones "infused with intimacy, mystery, sensuality, and you recognize it as having an iconic place in your heart." This is how emotional branding occurs, which leads to brand loyalty. For example, picture a Cherios commercial that shows a baby and a grandma telling a story by playing
Frontline documentary The Persuaders discusses the spiritual transcendence and emotional bonds brands can form with today’s consumers. A vast majority of brands use emotional branding as a way to attract consumers into purchasing their products. Emotional branding is an appeal to a consumer 's needs, desires and emotional state. Brands use emotional branding by presenting consumers with advertisements that will create meaning and identity. Emotional branding is not about what the product is, but what it means to consumers. Eyeshadow advertisements “The Blushed Nude” from Maybelline New York and “Colorstay” from Revlon present similar products that create distinct emotional bonds with consumers by presenting images of women with distinct emotional desires. Desires of love, independence, and strength give rise to consumers to find an identity and meaning within the advertisements.
The products I use in the bathroom, the coffee I drink, and the clothes I wear are influenced by marketing. The commercials convinced me to try soap products, toothpaste, and the coffee I drink. Marketing may persuade one to try a new product but ultimately the product or services must live up to the “hype” to keep consumers coming back.
A brand is a portfolio of qualities associated with a name, which in turn invokes certain images to individuals and hold values beyond the benefits of a product (Iacobucci, 2018). Brand association occurs when customers make a cognitive or emotional association with a particular brand. For instance, when a customer sees a certain color, symbol, logo, or name they automatically can make a connection to a particular brand. Brands start with a name that conveys information, suggest their benefits, or can even be named after their founders (Iacobucci, 2018). In the marketing perspective marketers can control the brand which they are marketing by using catching logos, colors, slogans, or even the products shape and appearance. In marketing a marketer can control the message they are trying to convey but cannot really have control over an individual’s association with that particular brand. Once a customer has an association with a particular brand they may favor the brand based on a past experience or even that individual’s sense of style or they may dislike a brand because of an association they
I agree with your analysis, on how we individuals can be persuaded and convinced into buying a product without difficultly. I, myself can relate to this observation being made. Due to the fact that, I can get easily persuaded into buying a product by the simplicity of an advertisement. Additionally, on how us human beings always have a want for things, that may not be unnecessary,more of a luxury. Moreover, we are sucked into buying these products, by advertisements being aired on television or written on magazines. Making it appeared as a need to us the consume and not a want. I found appealing the references you inform with and the way you analyze them to the reader. Furthermore, I also agree on how one can have it all,
In society today, everything has a name for it. If the product doesn’t have a well-known name, it goes by name that a well-known product that is similar goes by. Branding has made its impact on society and it’s never going to go away. In this situation, all we can do from here is analyze more and more until we fully understand its presence in society and its effects. Branding has its biggest effects on consumerism, which makes us question consumerisms power in society. Has our society become one big, replicated consumer or can a consumer or even a person still be unique and individual? Branding creates competition amongst companies throughout the world and creates a competition for the consumers. Not only, it also creates issues, creates
While advertisements can be informative and entertaining, they creep into our unconscious and stimulate parts of our cortex compelling us towards the products at hand. For example, creating a brand or slogan, for it to become unique and widely accepted, it must make and invoke a connection with its audience. Let’s evaluate Nike`s ‘Just Do It’, known to almost every human on the planet despite their socioeconomic background, how did this slogan come to existence? In The Brand Brief Behind Nike`s Just Do It Campaign, the author describes “a deep brand purpose can be described as the intersection of three circles of influence.”
Emotions influence a consumer’s decision to buy from advertising and appealing to its target market. Thus, why it has been determined that it is necessary to have a strong marketing campaign. Advertising has the power to trigger the emotions of consumers. It allows them to personalize the product. “From the earliest of early adopters in 2000 to the most recent of mainstream hybrid buyers, the percentage of hybrid owners who express being “very happy” or “somewhat happy” with their hybrids has hovered near 100 percent” (2006). Products that make the consumer feel happy essentially encourage the desire to purchase. Sometimes emotions cause consumers to impulse shop and disregard price tags, which positively impacts companies. Products that cause consumers to feel like they need them, or are missing something without the product tend to trigger emotions of desire. Because individuals care what people think of them in our society, the feeling of not fitting in, or not being liked is important. Consequently, these emotions surface into the consumer’s decision to buy. Therefore, name brands are popular amongst our society, and possessing items that are well known are important. “Emotions are the primary reason why consumers prefer brand name products. After all,
The research in consumer behavior and psychology shows that the brand related information determines the probability if the customer will select a particular brand (Mitchell 100). Companies have learned to play with the psychology and emotions of consumers and have succeeded in attracting even those consumers that were not motivated by the traditional advertisements. Companies these days are focusing on the basic psychological principles to understand how to plan and execute the advertisement.
In recent times, branding has played a pivotal role in some brands’ success. This has been made possible through the ability of some marketers to capture the essence and minds of people (consumers), and put the trends and characteristics into the personality of a brand. Customers have always found ways to identify themselves with certain products, and on several occasions, branding campaigns
A trip to the local grocery store may seem like a mindless every-day activity of providing nourishment and basic needs for your family. However, many consumers fail to realize how much consideration, time, and money is allocated by businesses attempting to understand why consumers buy products over other similar products. Significant amounts of money are invested in neuromarketing, branding products, and developing the company’s lifestyle brand to attract loyal customers. Strategic branding isn’t focused on the product, but creates a feeling within the customer. The efforts of branding and neuromarketing have significant impact on how consumers purchase the items presented to them.
In our everyday life, every time we watch television or while we are surfing the internet, advertising is behind the corner and sometimes we do not even realize we are listening to it. We are bombarded by slogans and catchy phrases that catch our attention and make us customers of the product advertised in a way that is not direct but instead hidden and implicit. Without being aware of it, we buy products because when shopping, something triggered in our mind: a hidden input given by a catchy phrase or a picture in the advert we remember. This is in fact the power of advertising: keeping the customers’ memory alive on the product.
Brand strategy plays an important role in making a brand strong. For example, ‘brand strategy decisions involve brand positioning, brand name selection, brand sponsorship and brand development’ (Kotler, Brown, Adam, Burton, Armstrong, 2007). With strong brands, their brand is positioned on ‘strong beliefs and values’ (Kotler, Brown, Adam, Burton, Armstrong, 2007). These strong brands arouse different emotions, for example, the brand Nike might make the consumer think that wearing Nike will give them a ‘cool look’. Another example of this is that using Colgate toothpaste will give consumers ‘healthy, beautiful smiles for life’ (Kotler, Brown, Adam, Burton, Armstrong, 2007). The importance of a brand is also important in a strong brand as it influences the types of brands that consumers will buy. In a study conducted by Swedish students, they found that consumer lifecycle stages affect how they view different brands. For example, when a person is single they seek to ‘define their self-identity’ (Sääksjärvi, Kedzior, 2006, p2). Therefore, the importance of a strong brand is that consumers can find the right brand for