JAMS 214 1st Edition Lecture 4 Marlborough Friday April 2 1993 Brand blindness Marlborough announced that it would cut prices by 20 o They were the epitome of brand awareness o So if they couldn t cut it what brand could distinguish themselves so that prices weren t the main focus o Brands feared that they were going to have to cut prices o Fear that brands themselves lost their importance First decrease in ad spending since 1970 Sharp decrease in advertising rise in promos Prestige brands versus value brands Types of branding Mind share branding o Associate branding with a certain set of benefits image and behaviors unique selling propositions o Example dove moisturizing soap It s better than the basic because it moisturizes and its part of the ideal of beauty Emotional branding o Correlating key emotions to the brand example Starbucks coffee experience with lush chairs jazz warmth security viral branding creating buzz that spreads o word of mouth o social media o ex Doritos ad concept contest for super bowl cultural or lifestyle branding iconic brands that symbolize the culture at large These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute o ex Nike and sports Harley Davidson Branded Phil Knight and Nike What changes did Phil Knight Make to the Nike business model in the 1990 s o They don t invest the dollars in as much but more focus on brand identity by paying athletes to wear their product and doing guerrilla marketing during the Olympics o What branding did they use to gain market share after Reebok success of the 1980 s Sponsored athletes guerrilla marketing at Olympics that also completely undermined Reebok s authority since they actually paid to be the official sponsor of the Olympics Lifestyle brand Not a product it is a set of values an attitude a way of life Brands are Economic different representations for price Physiological ex Snuggle Social Cultural ex Nike Sociological trust ex Sears motor vehicles Brands as culture Ties the meaning of goods to broader notions of identity and how we live our lives o Identity how we think about ourselves as individuals and as members of a community Sociocultural impact of brands Not manipulate but make life ideologically charged and politically polarizing o Confused brand preferences for political action Ex apple and foxconn Shifts attention away from Economic changes o Deindustrialization Controversial production issues o Labor practices environmental consequences geographic turmoil Branding individuals What is personal branding o Branding the individual through products Turning the individual into product for sale in the labor market 3 levels of branding status advocate personal brands associated with a trend or culture trendsetter personal brand influences the culture icon the personal brand is etched into culture Brand Myths Relies on myth of particular brands My market o Myths that give rise to many different cultural productions Across media TV shows movies music Ex Budweiser and Pepsi ads gangster anti authoritative culture