Senior Project Body 1

Senior Project Body 1 - Brown 1 Evan Brown Robert Girton...

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Evan Brown Robert Girton Extended Essay AA 8 February 2010 Brand Image The first step business relies on when marketing and advertising products to teens is to create a positive brand image for the product. Brand image is all about the way the consumer sees a company which is reflected onto the product (Arnold). This means the image the brand creates is representative of what the brand stands for. That image is typically specific, or directed towards a certain lifestyle or certain demographic that would appeal to a portion of teenagers. This image is typically created through advertising, mostly involving sponsorships with celebrities who have a prior image similar to what the brand wants for itself (Woods). For a business to follow a friendship style of persuading the teen, the brand must first gain the teen’s trust, which is done through a positive brand image. By gaining trust, the teen will feel more confident in the business’s ability to satisfy his or her wants and needs. This will ultimately keep the teen loyal to the business. A brand that has such a positive brand image that it has obtained full trust of their audience is known as a “Love Mark.” This level of status is achieved over time and constant satisfaction for the customer. This requires tremendous effort and understanding of the businesses audience but, “The product, service or entity inspires loyalty beyond reason” (Roberts). Once a Love Mark is produced it is effective because it is then the leader of its category, and therefore it sets the standard of luxury, ties its brand to an emotion and keeps the consumer coming back. Brown 1
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Fig. 6. Roberts, Kevin. “About Lovemarks.” Saatchi & Saatchi. 2009. Saatchi & Saatchi. Web.11 Nov 2009. Notice how products have low love and respect, there must be a combination of brands and fads to create a Love Mark. For example plaid shirts may be popular right now, and American Eagle is a popular brand. Therefore a plaid shirt from American Eagle would have love and respect and be a potential Love Mark. As shown in figure one, Love Marks are obtained through lots of
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