Brandidentity combines various aspects of brands where the customer canidentify and differentiate the brand. It is usually related to sensessuch as taste, sight, smell, sound and touch. The symbols, logotypes,names and other devices, distinction colors, and shapes, flavors arerelated to brands. This section has analyzed the impacts of senses ofcoca cola on customers in establishing the brand identity (Mathieson,2010).
Cocacolas depend on the sight. In their adverts they use deliciouslooking bubbly glasses of coke being poured. The advert reinforcesthe coke image which is already in the mind of the consumer. It usesalso the colors such as white and black and its logo to create theimage of coke to a consumer and make them relate the colors with thebrand of the coca cola. Research has been found that people recallsthe brand if it is in white and black color. Hence color is important(Mathieson,2010).
Useof a sound also creates five dimensions of coca cola in the mind of abrain. Coca cola uses the noise the coke makes for instance soundmade the cap is unscrewed, the fizzing noise and the pouring soundand the drinking sound since these makes the the consumer relates thesounds to the coke. Coca cola has really done this by featuring thenoises in lots of their adverts hence the noises have been an icon inthe coke industry.
Touchis hard to be pictured in an advertisement since a customer cannottouch the product and know how it feels. But, coke is a known brandand many people are aware how it feels by holding it. Hence the useof a lady in an advert, picking the glass of coke and then drinkingit makes consumers picture the neuron fire hence they feel like theywere the ones picking the glass and drinking it (Mathieson,2010).
Tasteand smell is not easy to portray in an advert but many consumers havealready noticed this. The known taste and smell of the coke can beperceived in consumers’ minds as they watch this and relives theexperience of coke drinking. A research done has shown that cokebrand is easily identifiable through taste and the logo (Mathieson,2010).Hence it has no need of identifying its taste since it is highlyperceived in the mind of a consumer. Hence coca cola has successfullycreated the five dimensions images of their brand in the minds ofconsumers enabling it more memorable.
Thereare four stages of integrating market system used by Seeboard.
Stage1: tactical coordination
Thisfocuses on diverse marketing elements such as, special events, publicrelations, direct response, promotion and advertisement. Itemphasizes the development of communication practices and policiesand the development of consistency in all the programs.
Stage2: Redefining Scope of Marketing Communications
Companyexamines communication based on the view of the customers andconsiders the sources of the brand and the contact of a company bythe consumer on the product or se4rvivec. In addition, the managementenlarges the communication scope of activities to include theinternal marketing by employees, and suppliers and align them withthe external communication programs.
Stage3: Application of Information Technology
It’sthe application of data by incorporation of IT mainly behavioral dataon customers to aid in identifying, valuing and monitoring impact ofthe integrated external and internal programs of communication tocustomers.
Stage4: Financial and Strategic Integration
Thisis the highest level and uses the skills and the data from theearlier stages in driving the corporate strategic planning by use ofcustomer insight and information. The organization evaluates againthe financial information infrastructure to generate the loopholes,capabilities and planning to evaluate the expenditure on themarketing based on the customer returns on the measures of theinvestment.
TheSeaboard distributes the memos on the marketing system and wascommitted to process which is holistic and impacting on the wholebusiness. The sample of efforts includes
Process of recruitment and training
Retraining of staff
Recognition and reward system
Employee opportunities made part of the TV spots
Competition to encourage staff to represent the values of the company and the meaning to them
The community involvement through raising of funds and volunteering
Coaching the supervisors dealing with the consumer
Scheduling the times for the staff to ask the executives the questions and gets the answers.
Seeboarduses all the above elements and is a company where the seniormanagement is committed to integrate marketing and drives theinterrogation by focusing on the whole company on the consumers. Italso realizes the incentives and rewards to be aligned with the focuson the customers and strategy. Also they are committed to ensure theemployees live and believe in the mission of brand.
Applehas attempted to increase the demand of its market through thedifferentiation which makes the product attractive and unique to thecustomers. Its products have always been designed to outdo othercompetitors. Despite the presence of competition it has beensuccessful in creating the demand for its products enabling it getpowers over the prices by innovative advertising and productdifferentiation. It has focused on the customers able to pay more andmaintaining the price of premium at a unit cost hence setting up thebarrier to competitors likeSamsung (SSNLF.PK)iGoogle (NASDAQ:GOOG)and Amazon (NASDAQ:AMZN)or Microsoft (NASDAQ:MSFT
Applesells different products from its competitors in terms of quality. Itsells its own computing hardware, computing software and mobiledevices. Their products have distinction though their visualappearance as they are thin, simple and have effective design andshape. Their similar designs enable them to be easily identified tothe consumers. It has also differentiated its products and servicesthrough branding in a distinctive way for instance though labelingeach product with a logo as shown below. The symbols encourage acustomer to purchase the labeled product since it shows that theproduct was made by the apple company. Hence, this leads to applesproducts being differentiated due to the logo being distinctive. Inaddition the way the apple names its products and service likeiPhone, iPod, iTunes and iPad enables the customers to know that eachproduct is related. ‘I’ at the beginning signifies the service orproduct produced by apple which enables it to ensure new customersand loyal customers are not misleaded from buying other products.
Thelogo for Apple
4:Provide 2 illustrations to demonstrate and explain the following
Thepossession leads to one separating the distress and the negativeemotion when there is a loss since possession is important.
Alsomonetary values affect the positive emotions and importanceassociated with the possession and don’t determine how thepossession is linked to the extend self. Possession is linked toextend self is as a result of reflecting itself.
Influence of celebrities: The celebrities are seen as tastemakers and cause the social bond and good reputation of a product. It is seen as a celebrity cannot provide the bad values of a good or product hence are trusted and are valued. Hence they talk about the company they care and would talk more than before.
Verbalizers: these are consumers who prefer learning by reading texts or ads or listening to lectures. Reading the texts or ads enable a person to identify the product to buy and also to know its qualities. Listening to lectures enable one to get the insight about the product to be purchased.
Affiliations: Some people places strong emphasis on gaining friends, maintaining close relationships and belonging to group these people have a strong need for affiliation. This is a source of peer in determining the product to be purchased.
Achievements: Some people want to stand out from the crowd, to do better than others this trait is the need for achievement.
Family influence: Our family can play important roles in the formation of our attitude, particularly when we are young because they are the dominant factor in our lives as children. Also, they influence us heavily during that time because we simply have not yet living long enough to be exposed to other influences for sustained period.
Influence of a gatekeeper: Those who screen and control access to product information and can veto purchase.
Utilitarian function of attitude: Helps us reach our goals by focusing on product benefit, for example, if we want to prevent slipping on winter ice, we will shop for boots with nonskid soles and avoid those with smooth leather soles.
The â€œIDâ€: Unconscious personality component that controls our biological drives of hunger, sex, and self-preservation it is with us from birth, and its impulses require immediate gratification.
Attention stimulus: attention is focusing our thoughts on a certain stimulus. Children and pets have a way of grabbing our attention. Stimulus characteristics are certainly the type of item we focus attention on is essential and highly individual.
Figure and Ground: tell us that we organize stimuli so that part of the stimulus (figure) is more prominent than the rest (the ground).
Closure principle: Humans have a need for a complete picture. When what we see is incomplete, we tend to see it as complete anyway, this is known as the closure principle.
Similarity: Retailers use the concept of similarity to group similar merchandise so that customers can see related items together.
A Company promoting a stimulus to create discomfort that motivates us to buy
A segment of 2 of Maslow hierarchy: a: need for safety and security: physical safety, Economic security, Freedom from threats, Comfort, Peace. B: need for self actualization: challenging projects. Opportunities for innovation and creativity, learning at a high level.
The use of significant information about a product benefit to appeal to the cognitive element of attitude (cognitive element of attitude: that is what we know-comes from what we have seen, read, or experienced concerning an attitude object it forms the basis of our belief about that project).
Mathieson,R. (2010). Theon-demand brand 10 rules for digital marketing success in an anytime,everywhere world.New York: AMACOM.