“I love that brand”
If you’ve had a really bad day (one of those “I wish I had stayed in
bed days”), is there a product that always makes you feel better? How
about at the holidays; does your family have favorite foods that you
associate with all the good things the holidays mean to you? The firms
that make those products certainly hope so, because it means they have
been successful in creating a brand image that you associate
with positive feelings or values. We don’t even have to eat that
favorite food; just the logo or jingle can cause us to make those
associations. Explore the brands you love and how the firms that sell
them to you have created a brand image.
For this discussion, first read Real Marketing 8.2 in the textbook.
Then, select one of your favorite brands and describe how you see its
brand image. What do you think the firm did to create that image? If you
were the brand manager for the product, what would you do to continue
building that brand? Be specific and get creative. After all, if Harley
Davidson can build a brand that makes 55 year old orthodontists feel
like wild weekend bikers – the road’s wide open.