Outside class discussion for Notre Dame Mod 1 Brand Strategy Course, Spring 2010.
Monday, November 3, 2008
What Brands Resonate with YOU?
Which brand(s) do you feel a connection to at the highest level of the brand pyramid? what is it about the brand(s) that makes this such a strong relationship? Is it how the brand behaves? What it is? What it does for you? Think about how this came about....
22 comments:
Anonymous
said...
Nordstrom is a brand that resonates with me. To me, Nordstrom represents top quality products along with high levels of service. Everytime I shop at Nordstrom, I have a wonderful customer experience. I can find top quality products in a non-cluttered environment. In addition, the sales people are top notch. The sales people never pressure me into buying anything, rather they provide me with relevant information about the particular products that I am considering buying. In addition, Nordstrom cares about its loyal customers by having special, exclusive shopping events held especially for these loyal customers. Overall, Nordstrom is my top choice in department stores.
Honda certainly resonates with me. They stand for great value, performance, consistent service, simplicity in design, and longevity. I got my Accord new in 1998 and have been driving it ever since. It was a new model then. Typically, new models have problems, but Honda designed the car very well. I've had no problems with the car. The service is friendly and provides a shuttle if you need to go somewhere else while your car is being worked on. Overall, the total cost of ownership is probably lower than most other brands because the parts are standard. Lastly, I feel Honda is very innovative on the dimensions I feel are most important in a car - gas mileage, durability, understated styling.
Oakley is a brand that resonates with me. I have been a huge fan of Oakley sunglasses since high school. Every pair of Oakley's that I have had has held up great (except the one's that I lost). I also like the brand because the products have great style and performance. They not only look great but they do an excellent job of blocking the sun. Oakley continues to be on the cutting edge of sunglass design and also has come out with some other cool products like backpacks and clothing.
I buy many brand named products but I wouldn't say I'm 100% brand loyal to many. The one brand that comes to mind is my car, an Acura. I viewed buying a car as a hassle as I was going through it. Fortunately, I found my car at an Acura dealership. Since I bought the car, I've refered to it as the best investment I've ever made. The car has not needed any maintenance to date, drives well, is extremely comfortable and fits me perfectly. I still receive calls from the dealership to check in and trust they have me and my car's best interests in mind. The trust I have in my car and its brand speaks volumes because it never mattered to me before. I will only buy Acuras for many years!
Express, Uggs, Rainbow (sandals), David Yurman, Swiffer, Fabreeze, Banana Republic, Cole Haan/Nike Air, the Olympics, and Lululemon are all brands that resonate with me.
The one I'm going to discuss is Lululemon. For those who don't know, Lululemon is a lifestyle yoga/fitness brand with retail outlets strategically placed around the country. The lululemon brand represents fitness, health and self esteem through their products, stores, sales people, packaging, etc. Their products are high quality, sporty, fashionable and most important, function.
My love for the brand came about from my first Lululemon product, given to me as a gift.
There are a lot of brands that really resonate with me and I would say I am extremely brand loyal. Some of my current favorite brands are American Apparel clothing, Marc Jacobs, Smashbox makeup, iPod, Red Bull, and Burton snowboarding equipment.
I'll discuss Marc Jacobs here. Marc Jacobs is a high fashion designer, but he also has a ready to wear line available. I am a huge fan of his bags and accessories. I have a couple of his purses and wallets and I love them very much. The bags are always trendy and have fun uses of color - even if the color is on the inside of the bag. Not only are the bags trendy, they are functional and very well made. I love his sunglasses and other items I have purchased too. I couldn't be happier with everything I have ever purchased from him, and more importantly, I feel good when I am wearing one of his products.
The brand that resonates most with me is a car rental service called ZipCar. ZipCar's business model is great, but most importantly they have created a sense of community amongst ZipCar members. This community is called Zipsters, and are for the most part very loyal customers. They do very small things to ensure that each time you use ZipCar is a great experience.
I would say there are a number of brands that resonate with me, including L'Occitane, Delman, Silk Soy Milk, and Kellogg, just to name a few.
I'll discuss my connection with Kellogg, as I feel that has the most interesting story behind it. I had always been a fan of Kellogg cereals growing up and my first job out of undergrad was working on the marketing and promotions campaign surrounding Kellogg's 100th anniversary. I had the opportunity to learn more about the company than any average consumer would need to know and was granted an "inside" look at how the company operates. After working with Kellogg representatives and seeing what a great company Kellogg is, it solidified my devotion to the Kellogg brand. My friends like to laugh at me because they know that I always have a box of Kellogg's Frosted Shredded Mini Wheats in my kitchen. I'll certainly rotate in other cereals to mix things up a bit, but I am definintely a creature of habit when it comes to my go-to cereal!
New Era is a brand that resonates with me. These are really the only hats that I will purchase due to their high quality and the fact that they all fit me perfectly. The hats are hand made and form to your head the more that you wear them. I also like the fact that they have thousands of choices of products and carry many variations for any individuals favorite sports team. They make very fashionable hats and offer a selection that no other company can match. I have also been able to keep some New Era hats in good shape for several years. I think their association with Major League Baseball, and the fact that baseball players only wear New Era adds to their brand as well.
BMW is the brand that I most resonates with. From a practical point of view, I rely on my BMW to take me from places but it is the driving experience that gave me pleasure every time I start the engine. I have driven many brands such as Honda, Toyota, Mercedes, Lexus, Ford, etc. but in my mind BMW has the best handling. In addition, all BMW dealerships I used have never disappointed me. Whether I am in Los Angeles, Chicago, or Lynchburg (VA), I expect and received quality customer service. What is my next car? Hopefully another BMW!
I am not a very brand loyal consumer. I prefer some brands to others, but I'm price sensitive and find that my loyalty is pretty limited. I do have brands I prefer though and one of those is Evian water. I feel that this bottled water tastes better than others and I have the impression that it is of a higher quality than others. that may be because of where it is from or simply because the price is so much higher than that of other waters. That being said, I rarely buy the water because of it's high price.
Nike has exploited its brand power to move ahead of competitors and turn itself from a simple footwear and clothing manufacturer into a symbol of fitness and well-being. The brand resonates with me because it represents the athletic lifestyle I want for me. Nike’s smart celebrity endorsements have enable me to identify with the lives of my sporting heroes, inspiring me to achieve my athletic goals through hard work and, why not, the use of their products. Nike also resonates in my mind as one of the most fresh, innovative and stylish sportswear brand out there.
Apple is a brand that resonates with me. Before coming to Notre Dame I had used Dell for a long time and when I started the program I got a Dell laptop. However, I had a very bad experience with it and as a result I decided to switch to Apple. It was the best decision I could make. My experience with the new computer and the customer service has been great. To me, Apple means quality products, service and innovation.
Not to sound too girlie, but the brands that resonate with me are skin and hair care products that i have had positive experiences with. Such brands include Oil of Olay, Pantene, and Dove. I also resonate with specific make up brands like MAC and L'Oreal. My brand loyalty lies in my personal experiences with the products. The products meet my level of quality and standards and are not too expensive or inaccessible.
It was very difficult for me to think of brands that truly resonate with me (in fact, it would be easier for me to list brands that do NOT resonate!). As I was watching the election, however, it dawned on me that the CNN brand may fit the description.
When searching for world or national news, CNN (or cnn.com) is typically the first channel that I turn to. Although I certainly gather news from various sources (ie, WSJ and CNBC for stock news), I trust CNN believe that the brand represents unbiased and comprehensive news coverage.
I am very loyal to the jean brand, Joe's jeans. I love the quality of their fabric, the colors, and the variety of fits that they offer. I also know that I can find them at my favorite stores, like Nordstrom, and that they'll design styles that are on trend and classic.
Starbucks resonates with me. All their coffees: lattes, frapuccinos, iced. Whenever possible I will choose to have a Starbuck's over any other brand like Seattle's Best or Gloria's Jean's. I think they have a fresh and youthful brand image. They use the best quality products that make their products taste great! Just going inside a Starbuck's knows how to appeal to to their customers and make them feel at home in their shops with the great aroma, music and comfortable sofas. Just entering their shops puts me in a good mood.
I feel a strong tie to Apple to the point of almost being dependent. My first experience with the brand was with the IPhone on the day of its release. Not only did it improve the quality of my life by allowing me to access information from any location, people around me were envious. Since then, I've purchased a MacBook laptop and even stock in the company. I could probably live without my Apple products, but it wouldn't be fun.
The brand that resonates most with me is Rawlings brand baseball equipment. It's what I grew up with playing as a kid and sticks with me as an authentic, reliable series of equipment that the pros use. In that regard, it also maintains a strong aspirational aspect as well.
Good points to think about the brand. Brand harvest does complete brand management helps the brand to aligned across all the key stakeholders who care managing & helping build the brand.
The brands that resonate with are the ones which create the essence of a great connection. One such brand is coca-cola. offlate, coca cola has been creating touching campaigns which you surely cannot miss. I would say, its a brilliant job by Coca Cola's branding agency
Only those brands which have a solid digital marketing services strategy resonate well with people these days because that is one medium by which people connect with brands these days.
Posts
22 comments:
Nordstrom is a brand that resonates with me. To me, Nordstrom represents top quality products along with high levels of service. Everytime I shop at Nordstrom, I have a wonderful customer experience. I can find top quality products in a non-cluttered environment. In addition, the sales people are top notch. The sales people never pressure me into buying anything, rather they provide me with relevant information about the particular products that I am considering buying. In addition, Nordstrom cares about its loyal customers by having special, exclusive shopping events held especially for these loyal customers. Overall, Nordstrom is my top choice in department stores.
Honda certainly resonates with me. They stand for great value, performance, consistent service, simplicity in design, and longevity. I got my Accord new in 1998 and have been driving it ever since. It was a new model then. Typically, new models have problems, but Honda designed the car very well. I've had no problems with the car. The service is friendly and provides a shuttle if you need to go somewhere else while your car is being worked on. Overall, the total cost of ownership is probably lower than most other brands because the parts are standard. Lastly, I feel Honda is very innovative on the dimensions I feel are most important in a car - gas mileage, durability, understated styling.
Oakley is a brand that resonates with me. I have been a huge fan of Oakley sunglasses since high school. Every pair of Oakley's that I have had has held up great (except the one's that I lost). I also like the brand because the products have great style and performance. They not only look great but they do an excellent job of blocking the sun. Oakley continues to be on the cutting edge of sunglass design and also has come out with some other cool products like backpacks and clothing.
I buy many brand named products but I wouldn't say I'm 100% brand loyal to many. The one brand that comes to mind is my car, an Acura. I viewed buying a car as a hassle as I was going through it. Fortunately, I found my car at an Acura dealership. Since I bought the car, I've refered to it as the best investment I've ever made. The car has not needed any maintenance to date, drives well, is extremely comfortable and fits me perfectly. I still receive calls from the dealership to check in and trust they have me and my car's best interests in mind. The trust I have in my car and its brand speaks volumes because it never mattered to me before. I will only buy Acuras for many years!
Express, Uggs, Rainbow (sandals), David Yurman, Swiffer, Fabreeze, Banana Republic, Cole Haan/Nike Air, the Olympics, and Lululemon are all brands that resonate with me.
The one I'm going to discuss is Lululemon. For those who don't know, Lululemon is a lifestyle yoga/fitness brand with retail outlets strategically placed around the country. The lululemon brand represents fitness, health and self esteem through their products, stores, sales people, packaging, etc. Their products are high quality, sporty, fashionable and most important, function.
My love for the brand came about from my first Lululemon product, given to me as a gift.
http://www.lululemon.com
There are a lot of brands that really resonate with me and I would say I am extremely brand loyal. Some of my current favorite brands are American Apparel clothing, Marc Jacobs, Smashbox makeup, iPod, Red Bull, and Burton snowboarding equipment.
I'll discuss Marc Jacobs here. Marc Jacobs is a high fashion designer, but he also has a ready to wear line available. I am a huge fan of his bags and accessories. I have a couple of his purses and wallets and I love them very much. The bags are always trendy and have fun uses of color - even if the color is on the inside of the bag. Not only are the bags trendy, they are functional and very well made. I love his sunglasses and other items I have purchased too. I couldn't be happier with everything I have ever purchased from him, and more importantly, I feel good when I am wearing one of his products.
The brand that resonates most with me is a car rental service called ZipCar. ZipCar's business model is great, but most importantly they have created a sense of community amongst ZipCar members. This community is called Zipsters, and are for the most part very loyal customers. They do very small things to ensure that each time you use ZipCar is a great experience.
I would say there are a number of brands that resonate with me, including L'Occitane, Delman, Silk Soy Milk, and Kellogg, just to name a few.
I'll discuss my connection with Kellogg, as I feel that has the most interesting story behind it. I had always been a fan of Kellogg cereals growing up and my first job out of undergrad was working on the marketing and promotions campaign surrounding Kellogg's 100th anniversary. I had the opportunity to learn more about the company than any average consumer would need to know and was granted an "inside" look at how the company operates. After working with Kellogg representatives and seeing what a great company Kellogg is, it solidified my devotion to the Kellogg brand. My friends like to laugh at me because they know that I always have a box of Kellogg's Frosted Shredded Mini Wheats in my kitchen. I'll certainly rotate in other cereals to mix things up a bit, but I am definintely a creature of habit when it comes to my go-to cereal!
New Era is a brand that resonates with me. These are really the only hats that I will purchase due to their high quality and the fact that they all fit me perfectly. The hats are hand made and form to your head the more that you wear them. I also like the fact that they have thousands of choices of products and carry many variations for any individuals favorite sports team. They make very fashionable hats and offer a selection that no other company can match. I have also been able to keep some New Era hats in good shape for several years. I think their association with Major League Baseball, and the fact that baseball players only wear New Era adds to their brand as well.
BMW is the brand that I most resonates with. From a practical point of view, I rely on my BMW to take me from places but it is the driving experience that gave me pleasure every time I start the engine. I have driven many brands such as Honda, Toyota, Mercedes, Lexus, Ford, etc. but in my mind BMW has the best handling. In addition, all BMW dealerships I used have never disappointed me. Whether I am in Los Angeles, Chicago, or Lynchburg (VA), I expect and received quality customer service. What is my next car? Hopefully another BMW!
I am not a very brand loyal consumer. I prefer some brands to others, but I'm price sensitive and find that my loyalty is pretty limited. I do have brands I prefer though and one of those is Evian water. I feel that this bottled water tastes better than others and I have the impression that it is of a higher quality than others. that may be because of where it is from or simply because the price is so much higher than that of other waters. That being said, I rarely buy the water because of it's high price.
Nike has exploited its brand power to move ahead of competitors and turn itself from a simple footwear and clothing manufacturer into a symbol of fitness and well-being. The brand resonates with me because it represents the athletic lifestyle I want for me. Nike’s smart celebrity endorsements have enable me to identify with the lives of my sporting heroes, inspiring me to achieve my athletic goals through hard work and, why not, the use of their products. Nike also resonates in my mind as one of the most fresh, innovative and stylish sportswear brand out there.
Nike = superb athletic performance.
Apple is a brand that resonates with me. Before coming to Notre Dame I had used Dell for a long time and when I started the program I got a Dell laptop. However, I had a very bad experience with it and as a result I decided to switch to Apple. It was the best decision I could make. My experience with the new computer and the customer service has been great. To me, Apple means quality products, service and innovation.
Not to sound too girlie, but the brands that resonate with me are skin and hair care products that i have had positive experiences with. Such brands include Oil of Olay, Pantene, and Dove. I also resonate with specific make up brands like MAC and L'Oreal. My brand loyalty lies in my personal experiences with the products. The products meet my level of quality and standards and are not too expensive or inaccessible.
It was very difficult for me to think of brands that truly resonate with me (in fact, it would be easier for me to list brands that do NOT resonate!). As I was watching the election, however, it dawned on me that the CNN brand may fit the description.
When searching for world or national news, CNN (or cnn.com) is typically the first channel that I turn to. Although I certainly gather news from various sources (ie, WSJ and CNBC for stock news), I trust CNN believe that the brand represents unbiased and comprehensive news coverage.
I am very loyal to the jean brand, Joe's jeans. I love the quality of their fabric, the colors, and the variety of fits that they offer. I also know that I can find them at my favorite stores, like Nordstrom, and that they'll design styles that are on trend and classic.
Starbucks resonates with me. All their coffees: lattes, frapuccinos, iced. Whenever possible I will choose to have a Starbuck's over any other brand like Seattle's Best or Gloria's Jean's. I think they have a fresh and youthful brand image. They use the best quality products that make their products taste great! Just going inside a Starbuck's knows how to appeal to to their customers and make them feel at home in their shops with the great aroma, music and comfortable sofas. Just entering their shops puts me in a good mood.
I feel a strong tie to Apple to the point of almost being dependent. My first experience with the brand was with the IPhone on the day of its release. Not only did it improve the quality of my life by allowing me to access information from any location, people around me were envious. Since then, I've purchased a MacBook laptop and even stock in the company. I could probably live without my Apple products, but it wouldn't be fun.
The brand that resonates most with me is Rawlings brand baseball equipment. It's what I grew up with playing as a kid and sticks with me as an authentic, reliable series of equipment that the pros use. In that regard, it also maintains a strong aspirational aspect as well.
Good points to think about the brand. Brand harvest does complete brand management helps the brand to aligned across all the key stakeholders who care managing & helping build the brand.
The brands that resonate with are the ones which create the essence of a great connection. One such brand is coca-cola. offlate, coca cola has been creating touching campaigns which you surely cannot miss. I would say, its a brilliant job by Coca Cola's branding agency
Only those brands which have a solid digital marketing services strategy resonate well with people these days because that is one medium by which people connect with brands these days.
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