Lecture 4Marlborough Friday April 2, 1993Brand blindnessMarlborough announced that it would cut prices by 20%They were the epitome of brand awarenessSo if they couldn’t cut it, what brand could distinguish themselves so that prices weren’t the main focus?Brands feared that they were going to have to cut pricesFear that brands themselves lost their importanceFirst decrease in ad spending since 1970Sharp decrease in advertising, rise in promosPrestige brands versus value brandsTypes of brandingMind share brandingAssociate branding with a certain set of benefits, image, and behaviors (unique selling propositions)Example- dove moisturizing soap. It’s better than the basic because it moisturizes and its part of the ideal of beautyEmotional brandingCorrelating key emotions to the brandexample Starbucks “coffee experience” with lush chairs, jazz, warmth, securityviral branding: creating buzz that spreadsword of mouthsocial mediaex. Doritos ad concept contest for super bowlcultural or lifestyle branding: iconic brands that symbolize the culture at largeex. Nike and sports, Harley DavidsonBranded Phil Knight and NikeWhat changes did Phil Knight Make to the Nike business model in the 1990’s?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 OlympicsWhat 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 OlympicsLifestyle brandNot a product, it is a set of values, an attitude, a way of lifeBrands areEconomic- different representations for pricePhysiological- ex. SnuggleSocialCultural- ex Nike.Sociological- trust- ex. Sears motor vehicles.Brands as cultureTies the meaning of goods to broader notions of identity and how we live our livesIdentity- how we think about ourselves as individuals and as members of a communitySociocultural impact of brandsNot manipulate, but make life ideologically charged and politically polarizingConfused brand preferences for political actionEx apple and foxconnShifts attention away from :Economic changesDeindustrializationControversial production issuesLabor practices, environmental consequences, geographic turmoilBranding individualsWhat is personal brandingBranding the individual through productsTurning the individual into product for sale in the labor market3 levels of branding statusadvocate: personal brands associated with a trend or culturetrendsetter: personal brand influences the cultureicon: the personal brand is etched into culture.Brand MythsRelies on myth of particular brandsMy marketMyths that give rise to many different cultural productionsAcross media, TV shows, movies, musicEx. Budweiser and Pepsi ads gangster anti-authoritative culture.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 awarenesso 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 priceso 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 brandingo Correlating key emotions to the brand example Starbucks “coffee experience” with lush chairs, jazz, warmth, security- viral branding: creating buzz that spreadso word of moutho social mediao ex. Doritos ad concept contest for super bowl- cultural or lifestyle branding: iconic brands that symbolize the culture at largeThese 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 Olympicso 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 tobe 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 liveso 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 polarizingo Confused brand preferences for political action Ex apple and foxconn Shifts attention away from :- Economic changeso Deindustrialization- Controversial production issueso Labor practices, environmental consequences, geographic turmoil Branding individuals- What is personal brandingo 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 marketo Myths that give rise to many different cultural productions Across media, TV shows, movies, music Ex. Budweiser and Pepsi ads gangster anti-authoritative