my brands and i mkt

My brands and i mkt - “My Brands and I” “Your relationship with another person is deeply affected by not only who that person is but also

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Unformatted text preview: “My Brands and I” “Your relationship with another person is deeply affected by not only who that person is but also what that person thinks of you. Similarly, a brand-customer relationship will have an active partner at each end, the brand as well as the customer” (Aaker 1996) In my essay I am going to discuss some of the key brands that I consume and the strong feelings and deep underlying connotations that I have with these brands. I am going to apply Susan Fourniers (1998) relationship types to try and explain the different relationships I have with certain brands and whether the relationships I have are influenced by other factors or whether they are my own free will. I intend to tie in relevant consumer behaviour concepts and apply them to my own brand relationships. I will try and show how thematic connections, as discussed by Fournier (1998), operate throughout the entire collection of brands I use, and whether this approach applies to me as an individual. So, firstly I need to define exactly what I mean by a brand in the context of my assignment. A brand encapsulates a large number of factors associated with a company or service. I can sum up the definition of a brand by using Dobney’s “Brand pyramid.” (See Appendix A) Dobney’s Pyramid (2000-2007) I am going to personally reflect on my own consumption experiences and discuss a handful of brands that are significant to me. But, before I do this, I am going to give you a little insight into the themes running through my life, currently and in the last few years. Fournier (1998) believes that relationships with brands are constructed to help resolve life themes, as a way of connecting the consumer with the brand to fulfill multiple levels of the goal hierarchy. To make for a better assessment I am going to use my experiences from the last two years where my life has been in a transitional period of change and where brand relationships have being stretched, tested and redefined. Two years ago I went to University in America on a soccer scholarship, the change in culture that I experienced brought about a change in the relationships I had with brands. Prior to leaving, I had a strong relationship with the drink cider and more specifically the brand Strongbow. Whenever I went out for a drink this was the drink I would always have. It mirrored my image of trying to be a little bit different and I loved the refreshing, cool taste and the fact the drink was alcoholic made me feel more mature and met my demands of a late teenager growing up into an adult. When my friends would go up to the bar and buy me a drink, they would always get me a Strongbow, without even having to ask. Whilst in America this relationship broke down for a number of reasons; firstly the drink was sparsely distributed throughout the USA and was nonexistent in the state I went to university; also the legal drinking age was 21 and I was only 18; and finally I had taken on a more athletic lifestyle. This broke down the relationship I had with Strongbow, and even athletic lifestyle....
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This note was uploaded on 02/23/2012 for the course MGT 101 taught by Professor Staff during the Fall '10 term at Texas State.

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My brands and i mkt - “My Brands and I” “Your relationship with another person is deeply affected by not only who that person is but also

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