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9/3/2013 1
TheKnot.com
Does the shifting age of marriage among women affect the Brand Equity
of TheKnot.com?
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Does the shifting age of marriage among women affect the Brand Equity of TheKnot.com?

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Does the shifting age of marriage among women affect the Brand Equity of TheKnot.com?

  1. 1. 9/3/2013 1 TheKnot.com Does the shifting age of marriage among women affect the Brand Equity of TheKnot.com? In recent times, more American women are waiting longer to marry (on average, waiting for over 4 more years than in1970)* In fact, younger women (18-29) are not only more familiar (+42%) with TheKnot.com, but also ascribe higher Energized Differentiation (+34%), Relevance (+27%) and Esteem (+32%) to the brand than their older (30-44) counterparts Psychology may explain the disparity in TheKnot.com’s Brand Equity between younger and older women • Women under 30 tend to be marrying for the first time, rendering the wedding itself more “idealistic” and “special” • As a result, younger women may spend a greater time planning and are more likely to read wedding magazines • Older women, especially if previously married, may have a more practical outlook on weddings, making them less likely to plan extensively and therefore read TheKnot.com In addition, TheKnot.com’s marketing campaign uses youthful “looks” and models, targeting a younger demographic Source: BrandAsset® Evaluator USA 2010-2012 Women 18-29, Women 30-44; *ABCNews.go.com & U.S. Census Bureau survey TheKnot.com However, younger women assign higher brand equity to TheKnot.com:

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