Archive for Brand
LIFE, MEANING & CONSUMPTION
Since a brand is an embodiment of meanings projected by the self, we perhaps consume to give meaning to our life.
Brand, brand building & forbidden meanings
Brand building is a process of earning commitment of the consumer to the brand. And this would require (since brand is a emotionally loaded knowledge structure), getting highly personal and positive meanings (even forbidden ones…..like “lambada”) projected onto the product; thus becoming the “other self” of the consumer. A brand then is an embodiment of projected meanings of a consumer and thus reflection of his self image. A brand then has to be like a mirror, a mirror which can show the consumer his “wanted reality”.
Brand Thoughts……………………..
If STP………………………then Why do brands compete??????????????????
Perhaps marketing curriculum needs to have more from domains related to human nature…………………………….
Shouldn’t brands be ambassadors of their communities rather than have ambassadors???????????????
Brand & Brand Equity………..
Brand is an “emotionally loaded knowledge structure” that resides in the mind of target audience.
Brand is a “meaning” that the target audience gives to a product.
Brand equity is the “pull” that a brand has in absence of marketing support cet.pari.
Customer Loyalty or Loyalty to Customers…………
It is ironical that managers as want to “make” consumers loyal as if companies/brands as if they have somehow a right to expect such a reaction from their target audience.
What on the contrary is required is that companies/organizations through their acts remain loyal to the customers………… A brand after all is the personalized meaning that an individual is consuming in which he has given place to the product of a company…………………
Raashid Saiyed
