Different Elements Of The Brand Strategy Essays

Different Elements Of The Brand Strategy Essays

Length: 1102 words (3.1 double-spaced pages)

Rating: Better Essays

Open Document

Essay Preview

Various elements of the brand strategy, such as the role of emotion, brand equity and brand identity, are interdependent on each other. Change of one element results in changes in another, but the consistency of all can build a strong brand. Brands can be divided into two categories, functional brands and symbolic brands. Airbnb does not only provide a platform for hosts and guests to interact, it also has a grand mission and vision to build a more inclusive community. As a symbolic brand, the use of symbolism is of importance in strategy. A look on the symbolism of the brand Airbnb and its relation to consumer, corporate and society will be developed in the following paragraphs.

The term “symbolism” is related to different disciplines of studies such as semiology and symbolic consumption. The former sees the world a system of signs, permeating with signifiers and the signified behind, while the latter focuses on the relation among the signified, people’s identity and consumption.

Symbolic Meaning and Consumer
The image of self composes of the private self and the social self in four types, namely the past, the true, the normative and the ideal self (Higgins, in Urde, 1999; Rindell, 2007) in a timeline from past to future.

Figure 1. Dimensions of the Self (Rindell 2007)
A variety of literature stresses the importance of the symbolism in consumer consumption and identity construction. Levy stated: “people buy things not only for what they can do, but also for what they mean” (1959, p.118). As in a postmodern context, self is not a static and fixed identity that an individual can passively accept, but something the individual actively create on his/her own, partially by means of consumption (Elliot, et al. 1998). To construct ...

... middle of paper ...

...because adopting the right symbol meanings is an essential first step. According to McDonald (2001), the success of tribal marketing lies in inspiring the users, respecting them by understanding their values and then give them freedom to develop. In Airbnb’s case, it understands what its target customers want, it shows its symbolic meanings and brand identity to attract minds alike, and then leave the other work to customers. When Airbnb gives power and freedom to its users to be more involved, it sees more brand engagement and value added in brand equity. Berry (2000) stressed the importance of brand equity in service industry because the more powerful the brand is, the more trust customers have for the intangible purchase. Additionally, along with the growth of the brand, there will be an increase in comments and story sharing, which gives more trust to customers.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Current Brand Elements : Steer Davies, An International Transportation Consulting Company

- A) Current brand elements in use (with specific examples) Steer Davies Gleave is an international transportation consulting company. The firm is built on comprehensive offering of transportation related consulting services. SDG has differentiated itself by offering services that are high in quality, utilize unique approaches, and employ top industry professionals as project leads. The company has grown from a 3-person consultancy based primarily in London to a mid-sized international firm. Today, the company generally uses the full name in the logo as shown below....   [tags: Brand, Logo, Brand management, Branding]

Better Essays
1097 words (3.1 pages)

Pepsi Elements Of Marketing Strategy Essay example

- Pepsi Elements of Marketing Introduction PepsiCo is the second largest nation wide food and beverage industry in the world. This company has twenty-two brand names that collectively bring in billions of annually funding from retails. Their main focus is to produce pleasingly food and beverage within the company that are valued to household names throughout the world. The marketing strategy and mix both are connected to target marketing focusing on the company needs and wants in a large group setting....   [tags: Marketing, Brand, Advertising, Target market]

Better Essays
719 words (2.1 pages)

The Brand Development Process Is Categorized As An Important Element Of Business Development Matrix

- 1.1 Problems Background The brand development process is categorized as an important element of business development matrix. The overall sustainability and progress of the business depends on brand development framework of the organization. In this reference the role of consumer is significant to contribute significantly in brand success and determine the profitability of the firm. Consumer contributes positively to improve the marketing strategy of the firm and helps to understand the consumer psychology that includes consumer thinking process, consumer perception regarding the brand, consumer behavior toward the brand, key characteristics of the brand that are considered significantly by c...   [tags: Marketing, Brand, Brand management, Branding]

Better Essays
1563 words (4.5 pages)

Successful Brand Extensions Essay

- Introduction Brand extension refers to the successful use of an already successful brand name to launch a modified or new product in a new market or niche. The management of brands is a key element in product strategy in any given business, especially those that operate in highly competitive markets. Brands cannot be developed in isolation, in that they normally categorized within a business product group or product lines. In relation to a product mix, its width can be measured by the number of product lines that a business enterprise offers....   [tags: Brand Extension Essays]

Better Essays
926 words (2.6 pages)

Marketing Strategy : The Backbone Of Great Content Marketing Essay

- With the increase of ecommerce stores, merchants feel the pressure to stand out in the marketplace. And one of the best ways to promote products and services is through content marketing. As a full-stack freelancer, your goal is to build your client’s overall brand image. You hold the key to transforming their expertise into various written and visual content forms. Your content marketing skills will attract and engage their customers. From my personal experience, I’ve learned that clients desire a clear content marketing strategy coupled with unique content creation....   [tags: Marketing, Brand, Marketing research, Strategy]

Better Essays
1237 words (3.5 pages)

How Effective Is The Social Media Marketing For Building Up The Brand Loyalty Of The Consumers

- Irem Eren Erdogmus and Mesut Cicek, says that how effective is the social media marketing for building up the brand loyalty of the consumers. Loyalty towards a brand brings in sales revenue, market share and profit towards an organization. With the help of a brand an organization can at least keep them in the marketplace. The researcher tells that there are various qualities that a brand must hold to shown that it is loyal towards its consumers. • To provide with an effective campaign • Give appropriate content what the consumer wants • Offers current content regarding a particular brand • Found on various platforms and provides applications on social media....   [tags: Marketing, Brand, Social media, Communication]

Better Essays
1493 words (4.3 pages)

Marketing Management Strategy Of Procter & Gamble Essays

- The objective and aim of this paper is to provide details on the proposed solutions and interventions that will improve the brand management strategy of Procter & Gamble, given the concerns raised in the first paper. As a result of the diversifying consumer needs and increased competition, the product centric method of P&G might change its brand management approach from product promotion to driving up consumer value perception and changing brand portfolios in order to increase the level of consumer loyalty and traction on P&G products (Di Somma, “Why Brand Management will replace Marketing”)....   [tags: Brand management, Brand, Marketing, Advertising]

Better Essays
1112 words (3.2 pages)

Segmentation Of A Target Segment Strategy Essay

- Target Segment Strategy Segmentation of market can be used to target the market in small parts by FMG Stadium, that can facilitate the calculation of most attractive segment. They can invest their resources on particular groups of people, concentrate on them and make them customers. Demographic segmentation Geographically segmentation Customer Relation Strategy The FMG stadium should improve their relations with customers. They also need to improve their contacts with them. Through this strategy, FMG stadium should also focus on possibilities of their new customers, instead of existing customers....   [tags: Marketing, Brand, Pricing, Advertising]

Better Essays
914 words (2.6 pages)

Effectiveness Of Uniform Advertising Strategy Essay

- According to above figure of Samsung and Apple, Apple use uniform strategy at all markets and only spends less than 1/4 what Samsung spent on advertisement, but highly net profit, strong brand equity and brand identity than Samsung. Obviously, using uniform advertising strategy can create more profit and save large amount of cost than non-uniform advertising strategy. Based on the above evidence, uniform advertising strategy indeed can lead global brands to representing consistent brand image and saving cost as well as creating brand value....   [tags: Brand, Advertising, Graphic design]

Better Essays
1297 words (3.7 pages)

Marketing Mix And Marketing Strategy Essay

- Marketing mix is the main variables through which a firm performs its marketing strategy, it includes ‘4Ps’: Price, Promotion, Place and Product. A new firm to grow ideas about how and where to market a service or a product might use the marketing mix. It is noticeable that product is the most important element in the target market which asks to be projected to accomplish the demands of consumers. If this process has been successful attained, the rest of others of the mix become obvious. It must to be noted that the price has to be appropriated to the pockets of the target market and product’s image....   [tags: Marketing, Pricing, Sales, Brand]

Better Essays
2325 words (6.6 pages)