Magazine article Marketing

Opinion: Marketing Society - Don't Underestimate Mail

Magazine article Marketing

Opinion: Marketing Society - Don't Underestimate Mail

Article excerpt

For marketers, the ultimate desire is to impress into the minds of consumers the values we want them to associate with our brand. Jeremy Bullmore has stressed that 'products are made and owned by companies. Brands, on the other hand, are made and owned by people, by the public, by consumers.' He has also observed: 'A brand image is a subjective thing. No two people, however similar, hold precisely the same view of the same brand.'

Yet as an industry we spend billions every year trying to build brands, hoping that everyone will draw the same conclusion from the advertising we create, and associate the brand with the values we want them to portray.

The key to building a brand is to understand what consumers need from it, then to encourage those specific thoughts among them. The methods of doing this, and the results they garner, are diverse. The following case studies examine how two firms have approached the issue.

The first is a premium alcoholic drinks brand in the spirits sector.

It discovered five key attributes that consumers considered important and conducted activity to raise the association of the brand with these characteristics. As a result, the number of consumers associating the brand with high quality rose by 8%. The number who saw the brand as prestigious climbed 11%. The number who believed the brand was for those with discriminating tastes rose by 16%, while those who saw it as a connoisseur's drink increased 11%. …

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