PERFORMANCE ANXIETY AND THE ILLUSION OF QUALITY – 1 There are three elements which all brand definitions have in common, and they are the functional and emotional attributes and the promise offered by the product, understood in terms of expectations, guarantee and safety. Segnala presso:
BUILDING A FRAME OF REFERENCE BETWEEN ADVANTAGES AND PARITY – 6 iPhone, the new Apple mobile, on entering the mobile phone market, and despite having strong elements of differentiation from other smartphones available, “knocked” to ask for permission to come into a category it feared it was not legitimized to enter. The first act in [...]
BUILDING A FRAME OF REFERENCE BETWEEN ADVANTAGES AND PARITY – 5 We would like to make it clear that it is not our intention to claim that everything which is able to seduce can be a brand; we want, rather, to highlight how a brand’s differentiation capacity is linked increasingly to its capacity to seduce. [...]
BUILDING A FRAME OF REFERENCE BETWEEN ADVANTAGES AND PARITY – 4 Häagen-Dazs, a famous US brand of ice-cream, came up against notable difficulties in increasing its penetration toward the adult public. So, research was commissioned to identify what the barriers were which were conditioning behavior and what meanings adults attributed to consuming ice-cream. What emerged [...]
BUILDING A FRAME OF REFERENCE BETWEEN ADVANTAGES AND PARITY – 3 Finally, it must be stressed that the frame of reference must provide strict boundaries within which the brand can move. Even if a brand has a multidimensional connotation, it cannot be everything to everybody, and it is therefore necessary to avoid attributing too many [...]
Why Online Marketing
