Branding
Choose 5 brands. For EACH brand:
1) Sum up the brand values in 100 words, making reference to Dyer’s lines of appeal.
2) Distil the brand values into one sentence of no more than 10 words.
3) Sum up the brand in ONE word.
Example: Starbucks
1) The Starbucks brand is clever because it comes across as a friendly, local-style company when it is in fact a massive global business. Its brand values would be about quality, lifestyle and a personal touch. Starbucks could fit into several of Dyer’s lines of appeal: Happy families - everyone wants to belong, hence Starbucks asking your name when you order. It could also fit into Successful careers – Starbucks is for hard-working, successful people who want to enjoy life. Finally, Self-importance and pride links to Starbucks taking coffee seriously and its employees and customers having genuine passion for the brand. (100 words)
2) The Starbucks brand is about quality with a personal touch. (10 words)
3) Starbucks in one word: Passion.
NIKE
1) Nike advertise their brand as a brand for aspiring elite people. For their sportswear, they usually have the top sports stars in each respected sport (such as football, basketball, tennis etc) running the campaigns. This is done to appeal to people to train and work hard to become the elite while wearing the Nike brand in order to imitate the stars. In terms of the 'lines of appeal' theory suggested by Dyer, Nike would come under the 'Dreams and Fantasy' or 'successful careers' as it is reached out to aspiring people, especially the sportswear.
2) The Nike brand is about working your way to the top
3) Elite
GUCCI
1) Gucci is a luxury brand as they have exclusive designer garments that are premium priced. The prices give customers satisfaction of feeling elite, rich or luxurious which is what the company aims to be viewed for. This is done through the advertising and especially pricing as they are quite high showing it is aimed at the top end. Everybody wants to be rich and successful and to be considered in this category some people may feel they need to purchase certain garments from designer labels such as Gucci. Gucci comes under the 'rich, luxurious lifestyles' category within the lines of appeal theory.
2) The Gucci brand is about wealth and exclusivity
2) Exclusive
CALVIN KLEIN
1) Calvin Klein is a brand advertised using 'beautiful' people, both men and women. They have separating franchises for both men and women aimed products which are depicted to help both genders attract the opposite. Most of the adverts have the models in minimum clothes which depict them to be attractive. Calvin Klein are most notable for selling aftershave, perfume and underwear which shows they are in the 'beautiful people' category of the lines of appeal theory
2) Calvin Klein is about attraction
3) Attraction
1) Sum up the brand values in 100 words, making reference to Dyer’s lines of appeal.
2) Distil the brand values into one sentence of no more than 10 words.
3) Sum up the brand in ONE word.
Example: Starbucks
1) The Starbucks brand is clever because it comes across as a friendly, local-style company when it is in fact a massive global business. Its brand values would be about quality, lifestyle and a personal touch. Starbucks could fit into several of Dyer’s lines of appeal: Happy families - everyone wants to belong, hence Starbucks asking your name when you order. It could also fit into Successful careers – Starbucks is for hard-working, successful people who want to enjoy life. Finally, Self-importance and pride links to Starbucks taking coffee seriously and its employees and customers having genuine passion for the brand. (100 words)
2) The Starbucks brand is about quality with a personal touch. (10 words)
3) Starbucks in one word: Passion.
NIKE
1) Nike advertise their brand as a brand for aspiring elite people. For their sportswear, they usually have the top sports stars in each respected sport (such as football, basketball, tennis etc) running the campaigns. This is done to appeal to people to train and work hard to become the elite while wearing the Nike brand in order to imitate the stars. In terms of the 'lines of appeal' theory suggested by Dyer, Nike would come under the 'Dreams and Fantasy' or 'successful careers' as it is reached out to aspiring people, especially the sportswear.
2) The Nike brand is about working your way to the top
3) Elite
GUCCI
1) Gucci is a luxury brand as they have exclusive designer garments that are premium priced. The prices give customers satisfaction of feeling elite, rich or luxurious which is what the company aims to be viewed for. This is done through the advertising and especially pricing as they are quite high showing it is aimed at the top end. Everybody wants to be rich and successful and to be considered in this category some people may feel they need to purchase certain garments from designer labels such as Gucci. Gucci comes under the 'rich, luxurious lifestyles' category within the lines of appeal theory.
2) The Gucci brand is about wealth and exclusivity
2) Exclusive
CALVIN KLEIN
1) Calvin Klein is a brand advertised using 'beautiful' people, both men and women. They have separating franchises for both men and women aimed products which are depicted to help both genders attract the opposite. Most of the adverts have the models in minimum clothes which depict them to be attractive. Calvin Klein are most notable for selling aftershave, perfume and underwear which shows they are in the 'beautiful people' category of the lines of appeal theory
2) Calvin Klein is about attraction
3) Attraction
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