Jeep vehicles are seen as representing more than just transportation. They symbolize an adventurous and rugged lifestyle. Jeeps are viewed as capable of traversing any terrain, expressing individuality and freedom. This perception is based on Jeeps' history of use in World War II and their ability to travel across harsh landscapes. Customers seek out the Jeep brand and identity because it aligns with their personality or desired personality of being rugged, outdoorsy, and daring. Brand personality, like human personality, can be described using traits such as those in the "Big Five" model - sincerity, excitement, competence, sophistication, and ruggedness. For Jeep, excitement and ruggedness are particularly prominent traits.
Geoffrey the giraffe trades his cow Winnie White for magic LEGO bricks from an elf named Dobby. He plants the bricks and a beanstalk grows overnight, allowing Geoffrey to climb up to a giant's castle in the sky. There he encounters Mr. and Mrs. Potato Head. He escapes on a magic car named Mater and returns home, where the giant chases him but is defeated when he falls from the beanstalk. Geoffrey and his family live happily ever after.
This document provides an overview and introduction to a module on Events Experience Management. It outlines the following key points:
- The module will cover theoretical discussions, field work, group and individual assignments, guest speakers, and industry links. Students will analyze experiences and design experiential events.
- Assessments include an individual paper analyzing a visited event and a group presentation and proposal for an experiential event designed with an industry partner.
- Key concepts to be discussed include events, experiences, the experience economy, experiential marketing, and interaction ritual theory.
- The schedule includes a visit to an industry conference and a networking event to provide experience of real-world applications.
The document traces the evolution of the Jeep Wrangler from its origins as a military vehicle during WWII to the present day models. It started as the Willys MB and Ford GPW designed to meet the Army's need for a light utility vehicle. After the war, Willys began producing civilian versions as the CJ models, which grew in popularity. Subsequent generations included the YJ and TJ models which featured upgrades like more powerful engines and optional features. More recent versions include the Wrangler Unlimited with four doors and the current JK model.
This short document promotes creating presentations using Haiku Deck, a tool for making slideshows. It encourages the reader to get started making their own Haiku Deck presentation and sharing it on SlideShare. In just one sentence, it pitches the idea of using Haiku Deck to easily create engaging slideshow presentations.
This document outlines Jeep's 2009 brand business plan to return the brand to being the #1 SUV brand globally. It discusses expanding the Jeep lineup from 5 to 14 models by 2018 through new segments, refreshed existing vehicles, and 47 limited editions between 2009-2014. The plan aims to grow Jeep's global sales from 732,000 in 2013 to over 1.9 million in 2018 through expanding manufacturing, dealerships, and market share internationally especially in Latin America and Asia Pacific.
LM Ltd offers a certificate program in marketing to help professionals advance their careers. The curriculum covers key marketing concepts and techniques and is overseen by an advisory board from UC Berkeley to ensure relevance. Course topics include marketing research, strategic marketing, analytics, and using social media and new technologies. Students learn from leading industry professionals who provide both theoretical foundations and practical training.
This document outlines a jeep advertisement project aimed at parents looking to buy a safe vehicle to transport their children to and from school. The target audience is defined as parents prioritizing child safety and comfort above other concerns. Their needs, attitudes, and constraints - such as costs of petrol, repairs, and insurance - are evaluated. The document recommends the advertisement emphasize the jeep's child safety, comfort, and control without portraying reckless behavior.
Chrysler appears more established on social media than competitors with over 173,000 Facebook fans and over 22,000 Twitter followers. The document outlines Chrysler's goals to engage younger and more diverse groups through social media by encouraging people to upload stories and videos of their Chrysler experiences for an online commercial campaign. The proposed 2-month campaign would measure success based on interactions, sentiment increases, SEO metrics, and growth in social media followers.
Geoffrey the giraffe trades his cow Winnie White for magic LEGO bricks from an elf named Dobby. He plants the bricks and a beanstalk grows overnight, allowing Geoffrey to climb up to a giant's castle in the sky. There he encounters Mr. and Mrs. Potato Head. He escapes on a magic car named Mater and returns home, where the giant chases him but is defeated when he falls from the beanstalk. Geoffrey and his family live happily ever after.
This document provides an overview and introduction to a module on Events Experience Management. It outlines the following key points:
- The module will cover theoretical discussions, field work, group and individual assignments, guest speakers, and industry links. Students will analyze experiences and design experiential events.
- Assessments include an individual paper analyzing a visited event and a group presentation and proposal for an experiential event designed with an industry partner.
- Key concepts to be discussed include events, experiences, the experience economy, experiential marketing, and interaction ritual theory.
- The schedule includes a visit to an industry conference and a networking event to provide experience of real-world applications.
The document traces the evolution of the Jeep Wrangler from its origins as a military vehicle during WWII to the present day models. It started as the Willys MB and Ford GPW designed to meet the Army's need for a light utility vehicle. After the war, Willys began producing civilian versions as the CJ models, which grew in popularity. Subsequent generations included the YJ and TJ models which featured upgrades like more powerful engines and optional features. More recent versions include the Wrangler Unlimited with four doors and the current JK model.
This short document promotes creating presentations using Haiku Deck, a tool for making slideshows. It encourages the reader to get started making their own Haiku Deck presentation and sharing it on SlideShare. In just one sentence, it pitches the idea of using Haiku Deck to easily create engaging slideshow presentations.
This document outlines Jeep's 2009 brand business plan to return the brand to being the #1 SUV brand globally. It discusses expanding the Jeep lineup from 5 to 14 models by 2018 through new segments, refreshed existing vehicles, and 47 limited editions between 2009-2014. The plan aims to grow Jeep's global sales from 732,000 in 2013 to over 1.9 million in 2018 through expanding manufacturing, dealerships, and market share internationally especially in Latin America and Asia Pacific.
LM Ltd offers a certificate program in marketing to help professionals advance their careers. The curriculum covers key marketing concepts and techniques and is overseen by an advisory board from UC Berkeley to ensure relevance. Course topics include marketing research, strategic marketing, analytics, and using social media and new technologies. Students learn from leading industry professionals who provide both theoretical foundations and practical training.
This document outlines a jeep advertisement project aimed at parents looking to buy a safe vehicle to transport their children to and from school. The target audience is defined as parents prioritizing child safety and comfort above other concerns. Their needs, attitudes, and constraints - such as costs of petrol, repairs, and insurance - are evaluated. The document recommends the advertisement emphasize the jeep's child safety, comfort, and control without portraying reckless behavior.
Chrysler appears more established on social media than competitors with over 173,000 Facebook fans and over 22,000 Twitter followers. The document outlines Chrysler's goals to engage younger and more diverse groups through social media by encouraging people to upload stories and videos of their Chrysler experiences for an online commercial campaign. The proposed 2-month campaign would measure success based on interactions, sentiment increases, SEO metrics, and growth in social media followers.
The Kansas City Fringe Festival lacks brand awareness and a defined image among its target audience of 25-34 year old residents. As a result, the festival has low attendance and struggles to attract its target demographic. Competitors for entertainment dollars and time in Kansas City include other annual festivals, sports, nightlife, and live music venues.
Strategic Management & Competitiveness of Ford Motor CompanyTawhid Rahman
This presentation provides an overview of Ford Motor Company, including its history, organizational structure, products, financial performance, competitors and current strategies. Specifically, it notes that Ford was founded in 1903 and is headquartered in Michigan. It discusses Ford's global operations, SWOT analysis, strategic focus on developing green vehicles and expanding in growing markets like China. The presentation also summarizes Ford's key competitive advantages, implementation of its "One Ford" strategy and goals for reducing costs and introducing new fuel efficient models.
An end-to-end analysis of Audi's branding and marketing strategies. The analysis focuses on the company's launch, history, brand evolution, and efficiency in capturing customer loyalty. Future branding and corporate strategies are also evaluated against the current regime as a comparison to competitors within the market.
Ford Motor Company faces strategic challenges in the current economic environment. Two of its major competitors, Chrysler and General Motors, may file for bankruptcy in the next 1-2 months. As the most financially stable American automaker currently, Ford has enough cash to continue operations through 2009 if market conditions do not significantly deteriorate further. The report makes 5 recommendations: 1) Continue selling the Volvo brand for funds and strategic goals. 2) Prepare extensively for competitor bankruptcies. 3) Continue supporting the 'One Ford' strategy and Fiesta model. 4) Shift more production to lower-cost regions. 5) Exploit growth opportunities in China while focusing on India long-term.
GM is the world's largest automaker by vehicle sales. It employs over 200,000 people globally and does business in 157 countries. GM follows a strategy of offering "a car for every purse and purpose" targeting upper, middle, and lower classes. It focuses on reinventing itself with innovative, exciting vehicles and pursuing new energy solutions. GM's brand portfolio includes Chevrolet, Buick, Cadillac, and GMC and it aims to design the best vehicles in the world through investment in R&D.
Brand personality refers to the set of human characteristics associated with a brand. It is how the brand behaves and is perceived, based on factors like gender, age, and emotional traits. Brand personality can help differentiate brands and guide marketing communications by communicating the brand's identity. It is developed over time based on consumer experiences and impressions of the brand. This builds brand equity by creating a unique identity and relationship with customers.
The document appears to be a presentation on a PESTEL/PESTLE analysis. PESTEL/PESTLE analysis is a framework used to analyze the macroenvironmental factors that may affect an organization. The presentation includes slides that analyze political, economic, social, technological, legal, and environmental factors. However, most of the content is placeholder text that would normally be replaced with an actual analysis of these external factors for a specific organization or industry.
This document provides a market research proposal that examines the effect of country of origin on Indian consumers' perceptions of brand personality for cars from India, South Korea, and Japan. The proposal outlines the research objectives, hypotheses, model, questionnaire, data collection plan, and analytical tools. It will use a survey with a 5-point Likert scale to measure consumers' ratings on five brand personality dimensions for cars from the three countries. The results will be analyzed using MANOVA to identify differences in perceptions based on country of origin. The implications may help marketers and advertisers develop strategies to change negative perceptions.
This document discusses product personality and how it develops. It provides examples of how certain products have taken on distinct personalities over time based on three main factors: 1) The type of users that are attracted to the product's specific benefits, 2) The cumulative brand personalities of competing brands in a product category, and 3) Natural associations that certain product attributes like color or smell have developed over time. Specific products mentioned include motorcycles developing personalities related to rebellion or power, soft drinks associating with youth or adventure, and detergents relating to social class. The document advocates that understanding a product's personality formation can help marketers better position their brands.
Jeep is an American automotive brand owned by FCA US LLC. It was founded in 1941 and is headquartered in Toledo, Ohio. Jeep is known for its SUVs and off-road vehicles. It has changed ownership several times over the years, most recently becoming a subsidiary of FCA in 2014. Jeep sells over 1 million vehicles worldwide annually and has its most popular current models as the Cherokee, Compass, Grand Cherokee, Patriot, Renegade, Wrangler, and Wrangler Unlimited. The brand celebrates its 75 years of history and continues providing vehicles known for adventure and off-road capability.
The document discusses brand identity, positioning, and communicating brand messages. It defines brand identity and outlines the PCDL model for brand building which includes positioning the brand, communicating the brand message, delivering brand performance, and leveraging brand equity. Effective communication involves identifying target markets, objectives, messages, and media. Brand mascots and celebrity endorsements are discussed as communication tools, with mascots tending to be more effective at creating brand recall and social media engagement over time. Guidelines are provided for developing effective mascots and avoiding mascot failures.
The document discusses the development of the brand identity for Scorpio, an SUV developed by Mahindra. It covers key concepts in brand management like defining a brand, building a brand identity through elements like name, logo, and positioning. For Scorpio, Mahindra conducted research to position it as a "car-plus" that offers more space, comfort and power than a regular car. They launched it nationally in phases and supported it with advertising, retail showrooms, and customer relationship programs. Over time, Mahindra shifted the positioning of Scorpio to be more off-road focused as consumer tastes changed.
The Kia Sportage advertisement uses humor and music to grab attention. It shows a typical family situation of a man forgetting to buy nappies while rocking out to music in his car. This creates interest by presenting the car as offering freedom and playfulness for busy parents. It stimulates desire by suggesting the car allows indulgence and alone time. Finally, it motivates action through the catchy slogan "Grow Up, Not Old", emphasizing the youthful spirit of the car.
The Kia Sportage advertisement uses humor and music to grab attention. It shows a typical family situation of a man forgetting to buy nappies while rocking out to music in his car. This creates interest by presenting the car as offering freedom and playfulness. It stimulates desire by suggesting the car allows indulgence and alone time. It motivates action through the catchy slogan "Grow Up, Not Old", emphasizing the car's youthfulness and possibilities.
As part of their hiring process, Jung von Matt asks junior planner candidates to answer a few questions. The answers serve as an indicator of the appliquant's analytical cognitive abilities, copywriting skills, and sense for brands and people. Here's my take on it.
The document discusses branding, including what a brand is, how branding originated from farmers marking cattle, and how branding determines a company's profits. It notes that branding gives products personality and encourages people to buy more from the same brand. Music branding is discussed, explaining how record labels promote artists to sell music. The document also summarizes the branding of a fictional band called "Jess Vs The World" created for a coursework, describing how they portrayed a quirky, fun identity through comic book themes and costumes in their music video.
This document analyzes 13 advertisements across various categories such as product symbolism, targeting of specific audiences, and use of strategies like sex appeal. Each advertisement is briefly described in terms of its audience, persuasive strategies employed, and elements that contribute to its effectiveness or lack thereof. Popular culture influences and gender roles are also discussed in the analysis of several ads.
The document outlines a social media campaign proposal for the Jeep Renegade targeting Hispanic millennials. It proposes two campaigns: "Adventure on Demand" which would allow users to take a virtual off-road test drive of the Renegade and receive a code for a real test drive through Uber; and "#SoyRenegade" which would showcase stories of Hispanic millennials breaking stereotypes and invite users to share their own stories. Both campaigns aim to position the Renegade as versatile and adventurous while appealing to the target audiences' interests in exploration and breaking expectations.
- Playboy magazine was founded in 1953 by Hugh Hefner and featured Marilyn Monroe in its first issue, selling 50,000 copies.
- By 1960, circulation crossed 800,000 copies and its November 1972 issue sold over 7 million copies, making it the best-selling issue ever.
- Playboy targets "Generation Jones" - those born between 1954 and 1965 who are rebellious, competitive, and ambitious.
Low involvement purchase and brand personalityANKUSH PAL
Sprite was introduced in the United States in 1961 by Coca Cola in response to the popularity of 7UP. In the 1990s, Sprite became one of the fastest growing carbonated soft drinks in the US and worldwide. From 1994 to 1998, Sprite experienced global double-digit growth coinciding with the launch of its "Obey Your Thirst" advertising campaign, which aimed to appeal directly to teenagers. Sprite's success is attributed to its lemon-lime taste, bright green packaging, and unconventional advertising campaigns positioning it as a youth brand representing honesty and a straightforward attitude.
The document outlines the company's social media strategy and highlights increasing brand health among young adults and mature women as a key goal. It discusses how the brand is currently associated more with outlaw culture for some customer groups. The strategy involves differentiating the brand to appeal to new customers without alienating existing communities, and focusing on how riding provides a sense of freedom and independence that breaks customers free from expectations.
Sprite is a lemon-lime soft drink launched in India in 1999 that has become the market leader in the lime category. It is known for its distinctive green bottle and bubbly design. Sprite targeted youth through advertisements with slogans like "Obey your thirst" and sponsorship of sports like basketball. Its ads portray an irreverent but straightforward attitude aligned with youth preferences. Recent campaigns in India focus on its refreshing and honest personality to build its brand identity and loyalty among youth.
The Kansas City Fringe Festival lacks brand awareness and a defined image among its target audience of 25-34 year old residents. As a result, the festival has low attendance and struggles to attract its target demographic. Competitors for entertainment dollars and time in Kansas City include other annual festivals, sports, nightlife, and live music venues.
Strategic Management & Competitiveness of Ford Motor CompanyTawhid Rahman
This presentation provides an overview of Ford Motor Company, including its history, organizational structure, products, financial performance, competitors and current strategies. Specifically, it notes that Ford was founded in 1903 and is headquartered in Michigan. It discusses Ford's global operations, SWOT analysis, strategic focus on developing green vehicles and expanding in growing markets like China. The presentation also summarizes Ford's key competitive advantages, implementation of its "One Ford" strategy and goals for reducing costs and introducing new fuel efficient models.
An end-to-end analysis of Audi's branding and marketing strategies. The analysis focuses on the company's launch, history, brand evolution, and efficiency in capturing customer loyalty. Future branding and corporate strategies are also evaluated against the current regime as a comparison to competitors within the market.
Ford Motor Company faces strategic challenges in the current economic environment. Two of its major competitors, Chrysler and General Motors, may file for bankruptcy in the next 1-2 months. As the most financially stable American automaker currently, Ford has enough cash to continue operations through 2009 if market conditions do not significantly deteriorate further. The report makes 5 recommendations: 1) Continue selling the Volvo brand for funds and strategic goals. 2) Prepare extensively for competitor bankruptcies. 3) Continue supporting the 'One Ford' strategy and Fiesta model. 4) Shift more production to lower-cost regions. 5) Exploit growth opportunities in China while focusing on India long-term.
GM is the world's largest automaker by vehicle sales. It employs over 200,000 people globally and does business in 157 countries. GM follows a strategy of offering "a car for every purse and purpose" targeting upper, middle, and lower classes. It focuses on reinventing itself with innovative, exciting vehicles and pursuing new energy solutions. GM's brand portfolio includes Chevrolet, Buick, Cadillac, and GMC and it aims to design the best vehicles in the world through investment in R&D.
Brand personality refers to the set of human characteristics associated with a brand. It is how the brand behaves and is perceived, based on factors like gender, age, and emotional traits. Brand personality can help differentiate brands and guide marketing communications by communicating the brand's identity. It is developed over time based on consumer experiences and impressions of the brand. This builds brand equity by creating a unique identity and relationship with customers.
The document appears to be a presentation on a PESTEL/PESTLE analysis. PESTEL/PESTLE analysis is a framework used to analyze the macroenvironmental factors that may affect an organization. The presentation includes slides that analyze political, economic, social, technological, legal, and environmental factors. However, most of the content is placeholder text that would normally be replaced with an actual analysis of these external factors for a specific organization or industry.
This document provides a market research proposal that examines the effect of country of origin on Indian consumers' perceptions of brand personality for cars from India, South Korea, and Japan. The proposal outlines the research objectives, hypotheses, model, questionnaire, data collection plan, and analytical tools. It will use a survey with a 5-point Likert scale to measure consumers' ratings on five brand personality dimensions for cars from the three countries. The results will be analyzed using MANOVA to identify differences in perceptions based on country of origin. The implications may help marketers and advertisers develop strategies to change negative perceptions.
This document discusses product personality and how it develops. It provides examples of how certain products have taken on distinct personalities over time based on three main factors: 1) The type of users that are attracted to the product's specific benefits, 2) The cumulative brand personalities of competing brands in a product category, and 3) Natural associations that certain product attributes like color or smell have developed over time. Specific products mentioned include motorcycles developing personalities related to rebellion or power, soft drinks associating with youth or adventure, and detergents relating to social class. The document advocates that understanding a product's personality formation can help marketers better position their brands.
Jeep is an American automotive brand owned by FCA US LLC. It was founded in 1941 and is headquartered in Toledo, Ohio. Jeep is known for its SUVs and off-road vehicles. It has changed ownership several times over the years, most recently becoming a subsidiary of FCA in 2014. Jeep sells over 1 million vehicles worldwide annually and has its most popular current models as the Cherokee, Compass, Grand Cherokee, Patriot, Renegade, Wrangler, and Wrangler Unlimited. The brand celebrates its 75 years of history and continues providing vehicles known for adventure and off-road capability.
The document discusses brand identity, positioning, and communicating brand messages. It defines brand identity and outlines the PCDL model for brand building which includes positioning the brand, communicating the brand message, delivering brand performance, and leveraging brand equity. Effective communication involves identifying target markets, objectives, messages, and media. Brand mascots and celebrity endorsements are discussed as communication tools, with mascots tending to be more effective at creating brand recall and social media engagement over time. Guidelines are provided for developing effective mascots and avoiding mascot failures.
The document discusses the development of the brand identity for Scorpio, an SUV developed by Mahindra. It covers key concepts in brand management like defining a brand, building a brand identity through elements like name, logo, and positioning. For Scorpio, Mahindra conducted research to position it as a "car-plus" that offers more space, comfort and power than a regular car. They launched it nationally in phases and supported it with advertising, retail showrooms, and customer relationship programs. Over time, Mahindra shifted the positioning of Scorpio to be more off-road focused as consumer tastes changed.
The Kia Sportage advertisement uses humor and music to grab attention. It shows a typical family situation of a man forgetting to buy nappies while rocking out to music in his car. This creates interest by presenting the car as offering freedom and playfulness for busy parents. It stimulates desire by suggesting the car allows indulgence and alone time. Finally, it motivates action through the catchy slogan "Grow Up, Not Old", emphasizing the youthful spirit of the car.
The Kia Sportage advertisement uses humor and music to grab attention. It shows a typical family situation of a man forgetting to buy nappies while rocking out to music in his car. This creates interest by presenting the car as offering freedom and playfulness. It stimulates desire by suggesting the car allows indulgence and alone time. It motivates action through the catchy slogan "Grow Up, Not Old", emphasizing the car's youthfulness and possibilities.
As part of their hiring process, Jung von Matt asks junior planner candidates to answer a few questions. The answers serve as an indicator of the appliquant's analytical cognitive abilities, copywriting skills, and sense for brands and people. Here's my take on it.
The document discusses branding, including what a brand is, how branding originated from farmers marking cattle, and how branding determines a company's profits. It notes that branding gives products personality and encourages people to buy more from the same brand. Music branding is discussed, explaining how record labels promote artists to sell music. The document also summarizes the branding of a fictional band called "Jess Vs The World" created for a coursework, describing how they portrayed a quirky, fun identity through comic book themes and costumes in their music video.
This document analyzes 13 advertisements across various categories such as product symbolism, targeting of specific audiences, and use of strategies like sex appeal. Each advertisement is briefly described in terms of its audience, persuasive strategies employed, and elements that contribute to its effectiveness or lack thereof. Popular culture influences and gender roles are also discussed in the analysis of several ads.
The document outlines a social media campaign proposal for the Jeep Renegade targeting Hispanic millennials. It proposes two campaigns: "Adventure on Demand" which would allow users to take a virtual off-road test drive of the Renegade and receive a code for a real test drive through Uber; and "#SoyRenegade" which would showcase stories of Hispanic millennials breaking stereotypes and invite users to share their own stories. Both campaigns aim to position the Renegade as versatile and adventurous while appealing to the target audiences' interests in exploration and breaking expectations.
- Playboy magazine was founded in 1953 by Hugh Hefner and featured Marilyn Monroe in its first issue, selling 50,000 copies.
- By 1960, circulation crossed 800,000 copies and its November 1972 issue sold over 7 million copies, making it the best-selling issue ever.
- Playboy targets "Generation Jones" - those born between 1954 and 1965 who are rebellious, competitive, and ambitious.
Low involvement purchase and brand personalityANKUSH PAL
Sprite was introduced in the United States in 1961 by Coca Cola in response to the popularity of 7UP. In the 1990s, Sprite became one of the fastest growing carbonated soft drinks in the US and worldwide. From 1994 to 1998, Sprite experienced global double-digit growth coinciding with the launch of its "Obey Your Thirst" advertising campaign, which aimed to appeal directly to teenagers. Sprite's success is attributed to its lemon-lime taste, bright green packaging, and unconventional advertising campaigns positioning it as a youth brand representing honesty and a straightforward attitude.
The document outlines the company's social media strategy and highlights increasing brand health among young adults and mature women as a key goal. It discusses how the brand is currently associated more with outlaw culture for some customer groups. The strategy involves differentiating the brand to appeal to new customers without alienating existing communities, and focusing on how riding provides a sense of freedom and independence that breaks customers free from expectations.
Sprite is a lemon-lime soft drink launched in India in 1999 that has become the market leader in the lime category. It is known for its distinctive green bottle and bubbly design. Sprite targeted youth through advertisements with slogans like "Obey your thirst" and sponsorship of sports like basketball. Its ads portray an irreverent but straightforward attitude aligned with youth preferences. Recent campaigns in India focus on its refreshing and honest personality to build its brand identity and loyalty among youth.
This document proposes a two-phase social media campaign called "Armor Up Series" to promote the Body Armor brand. Phase 1 would involve an online casting call to select 10 brand ambassadors from across the US. Phase 2 would launch the campaign by featuring the ambassadors' daily lifestyle photos on a map-based Facebook tab over 3 months to engage fans and increase brand awareness nationwide.
Task 1 - Forms of Television Advertising =marleylong
This document provides examples of different types of narratives, advertisements, and psychographic audience segments. It includes examples of a realist narrative showing everyday life without dramatization, an anti-realist narrative using surreal ideas and CGI, an animated McDonald's advertisement using a low budget, and an Opel advertisement about texting while driving using emotional appeals. It also describes the psychographic segments of Explorers who seek discovery, Aspirers who are driven by status, and The Resigned who value safety and familiarity.
The film represents teenagers through stereotypical clothing, appearances, and gritty locations to appeal to a teenage target audience. It portrays teenagers in stereotypical ways like dealing drugs illegally and obeying adult influences, shown through a drug deal location and characters following their boss's orders. The representation of teenagers is meant to be relatable to the target audience rather than appealing to adults through contexts they cannot relate to as well.
Stereotypes in Brand Communication | IIM Calcutta | MTCIInduchoodan R
The document discusses several advertisements and their portrayal of gender and sexuality. It analyzes ads from Coca-Cola, Google, Starbucks, Motorola, Pantene, and Barbie. The Coca-Cola and Google ads received positive ratings for depicting LGBT characters in realistic ways without stereotypes. However, the Google ad was also criticized for reinforcing the stereotype that masculinity is defined by physical strength. The Starbucks ad used drag queens but was criticized for portraying them as clowns. The Motorola Super Bowl ad received negative attention for using sex and gay stereotypes to sell its product. The Pantene and Barbie ads tackled gender stereotypes and encouraged women's empowerment.
This document discusses how advertising has shifted from promoting family values to expressing sexuality to sell products. It analyzes older Polaroid camera ads that focused on the middle-class family versus newer Nikon camera ads that emphasize women's bodies and social status. The conclusion is that advertisements have changed over time, using sex more now to sell goods rather than family values as in the past.
LO1 - Structures and Techniques of Television Advertisements Presentation (Po...JONNA ROGERS
This document provides information about different structures and styles of advertising. It discusses realist and anti-realist narratives, animation, documentary, talking heads, stand alone, and series structures. It also covers humor, surreal, dramatic, and parody styles. Additionally, it outlines techniques like hidden messages, overt messages, celebrity endorsement, lifestyle appeal, and eliciting emotional responses. Finally, it discusses concepts like brand identity, unique selling points, and regulations from organizations like ASA and OFCOM regarding misleading ads, harm/offense, and privacy.
The Genesis of BriansClub.cm Famous Dark WEb PlatformSabaaSudozai
BriansClub.cm, a famous platform on the dark web, has become one of the most infamous carding marketplaces, specializing in the sale of stolen credit card data.
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
Starting a business is like embarking on an unpredictable adventure. It’s a journey filled with highs and lows, victories and defeats. But what if I told you that those setbacks and failures could be the very stepping stones that lead you to fortune? Let’s explore how resilience, adaptability, and strategic thinking can transform adversity into opportunity.
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Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
Part 2 Deep Dive: Navigating the 2024 Slowdownjeffkluth1
Introduction
The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.
The Steadfast and Reliable Bull: Taurus Zodiac Signmy Pandit
Explore the steadfast and reliable nature of the Taurus Zodiac Sign. Discover the personality traits, key dates, and horoscope insights that define the determined and practical Taurus, and learn how their grounded nature makes them the anchor of the zodiac.
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf46adnanshahzad
How to Start Up a Company: A Step-by-Step Guide Starting a company is an exciting adventure that combines creativity, strategy, and hard work. It can seem overwhelming at first, but with the right guidance, anyone can transform a great idea into a successful business. Let's dive into how to start up a company, from the initial spark of an idea to securing funding and launching your startup.
Introduction
Have you ever dreamed of turning your innovative idea into a thriving business? Starting a company involves numerous steps and decisions, but don't worry—we're here to help. Whether you're exploring how to start a startup company or wondering how to start up a small business, this guide will walk you through the process, step by step.
Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
The Most Inspiring Entrepreneurs to Follow in 2024.pdfthesiliconleaders
In a world where the potential of youth innovation remains vastly untouched, there emerges a guiding light in the form of Norm Goldstein, the Founder and CEO of EduNetwork Partners. His dedication to this cause has earned him recognition as a Congressional Leadership Award recipient.
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Jeep
1. Jeep is not just a mere vehicle- it is much more than that. It is an expression of a personal
statement, an experience, a style statement, a symbolic representation of an extrovert, rugged and
adventurous lifestyle and a representation of bold attitudes. When one visualizes a Jeep, one
would think of a strong vehicle that is capable of going anywhere and doing anything- clearly
expressing rugged and outdoorsy individuality and personal freedom. Rugged because of its
outlook and also because of its history- the use of this mighty vehicle in the World War II and
during the post war, and freedom because of its ability to travel across the harshest of the harsh
landscapes and thus the myriads of places that can be explored with this vehicle. It is all the
combination of this that makes the Jeep experience so much 'fun'. One of the many themes of
Jeep commercials is “Have fun out there”. A key value of Jeep is patriotism and the Jeep history.
Ever since their grand entry into the US market, Jeep vehicles captured the attention and
admiration of people everywhere. They served their country in the war in Europe and the Pacific,
and led an amazing life, helping to defeat the Axis powers and bring peace to the world. War
correspondent Ernie Pyle characterized the Jeep vehicle in this way. "It's as faithful as a dog, as
strong as a mule and agile as a goat." All this, had further enhanced the value of a Jeep as a
macho, tough brand.
Jeep cutomers can also express themselves by wearing Jeep clothing. Just like the brand itself,
the clothes represent strong and a nimble taste. 'Wearing Jeep’s garments means not to
compromise when you go straight down your way.' The experience of driving a Jeep, or even the
associations that comes from wearing Jeep clothing is a way of expressing one's own personality.
Thus, consumers seek Jeep as it is a personality that is congruent with his/her own. However,
those may also buy Jeep because it is thier sought-after/aspirational personality. This process
follows from the idea that consumers use a brand's personality to help define both for themselves
and for others, their sense of self.
In this paper, Jeep will be used as an example to explore the concept of Brand Personality and its
dimensions, with references to the video. Brand Personality refers to the 'set of human
characteristics associated with a given brand'. Thus it includes such characteristics such as age,
gender, and socioeconomic class as well as such classic human personality traits such as warmth,
concern and sentimentality. Thus brand personality, like human personality is both distinctive and
enduring. Further, customers often interact with brands as if they were people, especially when the
barnds are attached such meaning products such as clothes or cars. the same vocabulary used to
describe a person, can be used to describe a brand personality. In particular, a brand can be
described by demographics, (age, gender, social class, and race), lifestyle (activities, interests, and
opinions) or human personality traits ( such as extroversion, agreeableness, and dependability).
A recent study developed and tested the Brand Personality Scale (BPS), a compact set of traits
designed to both measure and structure brand personality Five Personality Factors (termed the Big
Five)- Sincerity, Excitement, Competence, Sophistication and Ruggedness- emerged as the main
factors that can be used to categorize a brand's personality. Each of the Big Five Factors has been
divided into faces to provide texture and descriptive insight regarding the nature and structure of
the Big Five. The fifteen facets are given descriptive names as shown in Appendix I. A video has
been used to disscet the brand personality of Jeep.
The video used to delineate the personality of Jeep demonstrates the different kinds of Jeep that
are moving through the most difficult landscapes, not through the mundane long winding roads,
across mountains and hills and splashing through the water. The 'people' component comes a little
later to show the amount of fun that entails in driving a Jeep. Jeep shows the possibility of taking
the people to places that could have never been imagined otherwise. Crossing the most
outrageous terrains and moving with so much power, takes them to new heights of excitement and
fun. Each turn and motion of the mighty vehicle leads to an adrenaline rush, taking them to places
that have never been explored before, helping to create the 'greatest times' if their lives, that is only
possible through the different sub-brands namely Wrangler, Commander and son, that is, the 'line-
up' of the Master Brand- Jeep. Thus the apt tag line, “Your greatest times, Our greatest line up”.
2. Like a person, a brand can also have a complex personality that ranges across the Big Five. Using
the Brand Personality Scale, Jeep can thus be said to be high on Excitement and Ruggedness. In
case of Excitement, it has emphasized on Daring (being exciting and off-beat), Spirited ( being
lively, outgoing and adventurous) and Up-To-Date (being aggressive). Whereas in case of
Ruggedness, it has emphasized both on Outdoorsy (being masculine, Western, active and athletic)
and Tough ( being rugged, strong and no-nonsense).
Another way of defining a brand personality is through archetypes. Archetypes because if one
studies religions, myths and legends from different cultures and times one will discover that they
contain roughly the same cast of characters. There are distinctive creators, rulers, heroes, virgins,
explorers, lovers and at least one that portrays the common man. It is these characters which are
called the archetypes. The modern archetype theory was launched by Carl Jung. He analyzed and
sorted archetypes, and claimed that they possess cross-cultural communication skills because, he
said, they reflect our collective subconscious. In the archetypes we recognize our own impulses,
needs, fears and desires. Archetypes, according to Jung, are hardwired in us all. All brands can be
categorized into one of the 12 prime archetypes, namely – The Caregiver, The Every Man, The
Lover, The Ruler, The Creator, The Innocent, The Jester, The Rebel, The Magician, The Sage, The
Explorer and The Champion.
Taking Carl Jung's theory into account, Jeep has the archetype of The Explorer. The
Explorer/Seeker/Wanderer leaves the known to discover and explore the unknown. This inner
rugged individual braves loneliness and isolation to seek out new paths. Often oppositional, this
iconoclastic archetype helps us discover our uniqueness, our perspectives, and our callings. Just
like the video portrayed, Jeep leaves the known places, seeks unknown paths and territories to
climb to the top and reach new destinations.
Carl Pearson brings two more dimensions to Carl Jung's archetype-theory.: Order Vs Change and
Self Focused Vs Group Oriented( Appendix-II). Jeep, being The Explorer is on the lower semi-
circle on the right hand side. Jeep focuses more on what is possible to make rather than what
customers think they need or want, and brings about more change.
Just as the perceived personality of a person is affected by nearly everything associated with that
person, including his or her neighborhood, friends, activities, clothes, and maneer of interacting, so
too is a brand personality. Both product related characteristics and Non-Product related
characteristics affect perceptions of a brand personality. Product-related characteristics such as
product category, package, price and attributes, can be primary drivers of a brand personality. The
product category of Jeep as being an off roader vehicle gives it the personality traits of
ruggedness, masculine and tough. Non-Product-Related Characteristics such as Sponsorships,
Age, Advertising Style, Country of origin, Celebrity Endorsers also affect Brand Personality. The
thirty second advertising commercial, i.e. the video clearly represents Jeep to be Rugged,
Outdoorsy, Masucline and Tough as described above. Jeep also does many event sponsorships,
such as Jeep Racing through difficult landscapes, that reinforce its offbeat, aggressive and
adventurous personality. Finally, Jeep is visibly American, a brand that tells the story of the
American soldiers during the World War II.
Companies use Brand Personality because it helps enrich the understanding of people's
perceptions of and attributes toward the brand, contributing to a differentiating brand identity,
guiding the communication effort and creating brand equity. The most important of these is
enhancing Brand Equity- which can be summarized by three models.
The Self-Expression Model:
The premise of this model is that for certain groups of customers, some brands become vehicles to
express part of their self-identity. This self identity can be their actual identity or an ideal self to
which they might aspire. Brands that people like, admire, discuss, buy and use also provide a
vehicle for self expression. In this aspect, buying a Jeep, is an expression of the lifestyle one has
or wishes to have- a rugged, tough, masculine, outdoorsy and adventurous one. In order to be
3. effective, the brand personality needs to be desirable and important enough to matter to the
person using the brand. The person should feel better because of an association with the brand-
thus a person riding a Jeep should feel more masculine, tough and rugged in contrary to using a
Lexus, which makes one feel more upscale and sophistacted and snobbish to a certain extent.
Brand personality effects might be much larger for visible, involving products like cars an clothes.
The Relationship Basis Model:
The concept of a relationship between a brand a person (analogous to that between two people)
provides a different perspective on how brand personality might work. Jeep has the characteristic
traits of Ruggedness: athletic and outdoorsy, compared to that of BMW or Mercedes (Pretentious,
wealthy and condescending). When planning an outing, a friend with outdoorsy interests would be
welcome. The brand personality provides depth, feelings and liking to the relationship. Brand
Equity is also defined as the 'friendship' relationship between the customer and the brand. Fred
Posner of Ayer Worldwide has observed that people live in a world characterized by stress,
alienation and clutter. Noting that people cope by developing escape mechanisms, and meaningful
friendships, Posner suggests that brands can provide these roles by being either an 'aspirational'
or a 'trusted' associate.
In the context of relationship metaphor, the goal is a high brand relationship quality that has seven
dimensions:
1) Behavioral Interdependence : The degree to which the actions of the relationship partners are
intertwined is indicated by the frequency of, importance of, and involvement in the interaction:
Jeep plays an important part in my life- acting as an escape, and taking me to places I
never have before.
2) Personal Commitment: The partners are committed to each other.
I feel very loyal to Jeep, and will stay with Jeep through good times and bad.
3) Love and Passion:Intense emotional bonds between partners and the inability to tolerate
separation, reflect love and passion that exists.
No other brand can take the place of Jeep.
4) Nostalgic Connection: The relationship is based in part of the memory of the good times.
Jeep reminds me the 'greatest times' that I have had and reminds me of the adventures
and the timeless moments that I have had.
5) Self-concept connection: The partners share common interests, activities and opinions.
Jeep and I are similar in nature: outdoorsy, active, athletic and adventurous
6) Intimacy: The consumer will achieve intimacy by knowing details about the brand and its use.
I know a lot about Jeep and the company that makes Jeep; its history and its origin,
7)Partner quality: This dimension reflects the evaluation by one partner of the performance and
attitude of the other, including the evaluation by the consumer of the brand's attitude toward him or
her.
Jeep treats me like a valued customer offering me great after-sales service, and loyalty
offers and appreciates me.
The Functional Benefit Representation Model:
A brand personality can also play a more indirect role by being a vehicle for representing and
cueing functional benefits and brand attributes. The Jeep personality of a rugged, macho, freedom
seeking person suggests that the product is a powerful liberating machine. The product attributes
would be much less convincing without the personality behind them.
The symbol:
When a visual symbol or image exists that can create and sue the brand personality, the ability of
the personality to reinforce the brand attributes will be greater. The Jeep logo as it stands currently
represents the front of the vehicle. It consists of two circles representing the headlights and vertical
bars representing the grill in the front of the car. The word Jeep runs on top of the logo. The name
Jeep itself is a nostalgia as it reminds people of the tough, powerful machine that facilitated the
courageous soldiers during the war and post war.
Country of Origin:
A country or region of origin can add credibility to an identity. It can also generate a strong
personality that provides not only a quality cue but also an important point of differentiation that can
4. lead to effective marketing and communication programs. Jeep is a visibly American brand that
fought off the enemies during the World War II.