The application of vision in emotional marketing : shapes and colors
The shapes and packing of product can devote itself to realize brand-identity and the creation of brand-assets. For instance, Calvin clein's perfume CK-1 has the shape of turning its cap. It devoted its brand-identity to the targeted consumers that it is differentiated from other brands' graceful cap shapes and its moderate pri
Demographic VS Psychographic
Demographic
Traditional demographic traits such as age, sex,
education levels, and income
Measuring performance by quantitative tool
or clearly and simply sorting
Psychographic
Work that what people like, feel, value and how they live
Not only advertising but also being used
product innovation, pricing, choice of di
3) 현재의 GM
GM은 설립 이래 77년 동안 시장점유율에 있어 선두를 지켜왔으며 전세계 약 284,000명의 직원이 근무하고 있다. 지난해 35개국에서 약 9.37백만대의 승용차와 트럭을 생산하여 뷰익, 캐딜락, 시보레, GMC, 지엠대우, 홀덴, 허머, 오펠, 폰티악, 사브, 새턴 및 복스홀의 브랜드로 판매하고 있다.
was integral part its skin cancer prevention mission
Brand value positioning
Consumer’s common brand association
Efficacy, medical, trustworthy which are motivated by both functional, identity and emotional factors
Value proposition both for niche communities of patients and universal brand that is associated with general skin care benefits while maintaining cohesive brand expression.
reaching four billion dollars per year.
The brand was launched in 1967 when Ralph Lauren, born Ralph Lifschitz
The Brand : Polo Ralph Lauren
What does consumer want from this brand?
Emotional satisfaction
Representing consumer’s social status
Want look to be successful
Brand loyalty
Brand asset management: driving profitable growth through your brands (Scott M Davids 2001)