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In response to at least two of your peers, address the following:

· Compare your views on how important a brand is to you when making purchasing decisions with the views of your peers. In what ways do your views differ from those of your peers? How might they be aligned?

· Share your thoughts on the importance of an emotional connection with the brand.

· Share your thoughts on how companies should handle customer concerns related to the brand.

Peer 1:

When I think of the word brand, the first thing that comes to my mind is reputation.  What is the company most known for and what is the message they are sending?  Brands are an important part of decision making in my everyday life.  For instance, even shopping at the grocery store I have to decide what is more important.  Do I want the highest quality item or the cheapest price?  I usually tend to settle on something in-between, however there are certain items that I have to buy name brand and will not compromise on.

One of my overall favorite brands is Chick-Fil-A, from the fast food industry.  This brand really resonates and means a lot to me personally because I have seen first-hand how they have given back to my community.  For example, a family I used to nanny for lost their father to brain cancer, and their local Chick-Fil-A sponsored a night just for them where proceeds went to help his funeral expenses and support the children.  They are also always doing fundraisers to support local schools and give back wherever they can.  Chick-Fil-A has the strong ability to make every single customer feel welcome and important, while also producing high quality food and maximizing efficiency.  I got to take a tour of the company headquarters in Atlanta last year, and seeing first hand their values from a corporate level, made me appreciate the brand even more.  They do have a brand message, differing from their marketing taglines.  This message comes from Founder Truett Cathy, “We should be about more than just selling chicken.  We should be a part of our customers’ lives and the communities in which we serve.” (Who We Are, 2021).  I believe these strong values are what have contributed to Chick-Fil-A’s success.  In fact, they were just voted for the 7th year in a row as America’s favorite fast food chain (Dominko, 2021)!  Chick-Fil-A will always be my fast food of choice because of the way they have connected me to their brand, the positive experiences I have always had at their restaurants, and of course the delicious lunches! 

References

Dominko, M. (2021, June 29). These Are America's Favorite Fast-Food Chains in 2021. Retrieved from Eat This, Not That: https://www.eatthis.com/americas-favorite-fast-food-chains-2021/

Who We Are. (2021). Retrieved from Chick-Fil-A: https://www.chick-fil-a.com/about/who-we-are

Peer 2:

A brand to me is a product/service that is memorable and even distinct at times. When I’m shopping I tend to go for brands that I can relate to on a personal level. If there is a branded company that portrays similar beliefs to my own I gravitate towards their products/services. 

One of my favorite clothing brands at the moment is Lights Label. The founder is a young woman who built a name for herself on YouTube as a beauty vlogger. She has a casual clothing line that is ethically sourced and sustainably manufactured in the US. She also hires local artists in Miami for the graphics and art designs for her items. The brand promise is to celebrate those with stories of struggle and endurance through their product line designs. I don’t have a deep emotional connection to this brand, but it resonates with my Cuban heritage and the resilience of my parents. 

When considering a purchase the brand that comes to mind first is Target. Target may be a store, but they have their own brand which I love. They are a one stop shop for my entire household. I can get their Good&Gather food, UpUp diapers, home goods, and so much more all in one place at affordable prices. I can easily spend 2 hours walking the aisles!