When I think of a brand, I think about what the company stands for and how well they
translate that into their product. Dyson for example, is synonymous with innovation, and I
love their products (Dyson, n.d.). Their seamless blend of practicality and quality are what
drove me to spend more on their cordless vacuum over other competitors. However, most of
my regular purchases do not involve a conscious awareness of brand selection, even though I
know it is still happening.
A brand that I feel a strong emotional connection to would be Patagonia. They are socially
and environmentally responsible and focus on transparency and authenticity. Their materials
are sourced ethically and their “products are produced under safe, fair, legal and humane
working conditions” (Patagonia, n.d.). One interesting fact about them is that in the U.S.
specifically, they use 100% renewable energy. Also, they repair thousands of garments and
turn fishing nets into usable products. The quality of their products is excellent, and I will
often go out of my way to purchase from them.
One brand that I have been drawn to for most of my life is Craftsman tools. From an early age
I would help my dad around the house with fixing things or renovation projects. I recall him
using his Craftsman brand measuring tape and circular saw while cutting wood to build a
deck. I also remember him using his trusty Craftsman socket set and creeper (essentially a
stool with castor wheels) while working on his and my mom’s car. My dad relied on his tools
to get the job done and they never failed him. Craftsman’s brand promise is “A Brand that
Stands the Test of Time”. The company prides themselves as being the brand for
homeowners, home builders, auto enthusiasts, and master mechanics. My experience with
Craftsman tools was my motivation to purchase their products when I became a homeowner.
To date, I have already gotten my money’s worth out of using my Craftsman tools to repair
my home appliances, vehicles, and renovation projects.
When it comes to purchases, I intentionally look for my name brand products first before
settling for another one. One example of a brand that is top-of-mind awareness for me is
Charmin Ultra Strong toilet paper as it’s the only paper I like to keep stocked in the house.
During the early stages of the pandemic, I had to be open to the idea of using other brands as
supplies were limited. I had a system where if my first pick was not in stock, I would then go
for a backup brand in Scott Comfort Plus. However, if Scott was out as well my last resort
was Angel Soft. I never thought I would be so particular about something as trivial as toilet
paper, but I soon realized it was more of the comfort I received from selecting a brand I was
used to versus trying something new that I may not like.
Disney World "Where dreams come true” WOW what an expectation. How can a business
brand make such a commitment? How do companies deliver what they promise, you want a
fresh sandwich, you go to Subway. You would like to quench your thirst, you drink Sprite. b
Ok let me dial it down a notch, when I think of branding, I think reputation and quality then
depending on the need of the item I may lean towards the generic brand when it tends to be
the one at the lower cost. Bounty isn’t always better.
In our home when we want to go to a theme park if it were up to me, we would go to Disney
but unfortunately it isn’t always the answer. As you can imagine people from all over the
world come to Florida just to go to Disney World. Here in Florida, there are a few other
theme parks but the only one that is mentioned is the one with magical experiences Disney.
The love I have for the brand started with a mouse. Growing up being one of 5 a trip to
Disney was never doable, but when my oldest sister turned 16 my dad took her on a trip to
Disney world (just the two of them...of course). When they returned, they brought me my first
Mickey Mouse. Oh boy did the love grow. The emotional attachment to mouse any book or
movie associated with Disney was necessary. If it was from Disney, it must be good.
To me, a brand is what represents a company's reputation and the image they give to others. I
feel brands try to influence my spending decisions with pricier items rather than items that are
used daily. With my retail background, I usually purchase generic over brand since the active
ingredients are usually the same or the end goal is the same (medications, batteries, food,
etc.). However, when it comes to technology, I noticed the brand companies that have their
focus on the market are better to purchase from. Typically, these companies include a
warranty and are also more popular to the consumers. One of my favorite brands I like to use
is Toyota, my family members and I have Toyota vehicles. We like their brand because it's
affordable, reliable, and durable. Toyota's brand promise is to lead the future for the safest,
providing innovation to their vehicles and respecting the environment (Corporation.). I guess
I have some emotional connection since it's my first vehicle and it still running great even
after a decade old. So, I do have trust in the brand and also being able to see several Toyota
vehicles after a decade shows how reliable they are. If I were to purchase another vehicle, I
would probably get the updated version of my car and make sure I get an all-wheel-drive so it
can drive a bit better in the snow. I know for others maybe it would be Honda, Hyundai,
Nissan, etc, but this was my first vehicle and it's been reliable for me so I will probably
purchase again from this brand when my car dies.
“Brand” is one of those funny English words that in its verb form connotes a negative reaction
“Brand someone a liar” whereas in its noun form connotes a positive reaction “I am loyal to a
brand”. In my lifetime I have never considered myself overtly brand conscious when making
purchase decisions, so I never really thought how important branding is to a company until I
worked on software project for PVH Corp. (It owns the Calvin Klein and Tommy Hilfiger
brands.) What I found enlightening on this project is the amount of time and discussion that
went into deciding on the project’s name and brand. They dubbed it “PVH Performs”. At
first, I did not understand however, in hindsight, for a company that just markets its brands it
is only logical. The project team felt compelled to create a brand around which PVH
employees can establish a set of expectations, memories, stories, and relationships that will
encourage them to use the PVH Performs software (Aaker & Moorman, 2017). In software
development user buy-in is a major change management issue. PVH thought branding the
software project would ease the transition. It did to some extent. This experience gave me
more insight into how important a brand is to the success of something. For example, we are
all going to school to get an “MBA” which is a means to “brand” our knowledge. Brand in the
context of products and services is a strange thing to be studying when you think that its
historical meaning is to “fix a character of infamy upon” (Online Etymology Dictionary,
2022).
When it comes to spending decisions, brands are a thing I love to hate but hate to love. There
are times that I just cannot bring myself to pick the private label brand over the splashy
national brand because somehow the less costly brand just feels cheap though it is likely made
by the same manufacturer as the national brand.
When making a purchasing decision, is the brand important to you? What about the brand
resonates with you?
The only time I seriously consider a brand is when I am buying a car. I always wanted a
Subaru Outback. In part because of the marketing. The Outback brand essence is wrapped up
in this statement “With tons of adventure-ready features, the Outback can help get you just
about anywhere” (Subaru, 2022a) I enjoy being outdoors and I needed a vehicle that could
travel the backroads as well as the city rounds in Washington, DC. (I once tried to parallel
park a full-size Chevy Silverado. I imagine it was entertaining). Among its competitors, I like
its look and it offers the features that I value for the money it cost. After owning one for 13
years, I feel I am edging closer to becoming a cult member (Tragianis, 2014)
Determine whether your favorite brand has a stated "brand promise." If so, what is it? If not,
identify one from another company of your choice. Remember the brand promise is usually
different than a tagline or slogan.
Since I bought my first Outback in 2012, Subaru has featured its philanthropic and
environmental achievements more prominently in its marketing. Its brand promise statement
is “The Subaru Love Promise is our vision to show love and respect to all people at every
interaction with Subaru. Together with our retailers, we are dedicated to making the world a
better place” (Subaru, 2022b). With this statement Subaru is trying to tie its brand to
something beyond just a car company.
Do you have an emotional connection with the brand? If so, can you describe it briefly?
Consider factors such as trust, respect, and other strong feelings.
Had I been asked 10 years ago whether I had an emotional connection to Subaru, I would
have answered no. But I gave my first Outback to my teenage stepson and when he put his
first dent, I was heartbroken and when he moved with it to Wisconsin I was devastated. I
think most of us grow fond of a vehicle at some point in our life. However, it pains me to say
that when I think of getting a new car, I cannot imagine myself in something other than a
Subaru Outback. I trust that Subaru is living up to its love promise. Though as I write this, I
cannot say that I have not verified any of the statement.
When considering a purchase, do you look first for your favorite brand? This may be
considered top-of-mind awareness or the first brand to come to mind. Provide an example of
a brand that is on top of your mind.
The only time I look for a favorite brand is when I am buying laundry detergent. I have only
ever used Tide. The few times I have tried something else it was a bad experience. I think it is
less about brand loyalty and more about a dislike for change. The portion of Aaker and
Moorman’s (2017) definition for brand that applies to my purchase decisions is “the set of
expectations”. I expect a level of performance from the product brands I purchase and the few
product brands I consider my favorites are favorites because they consistently meet my set of
expectations. When it comes to purchasing services, I usually just go with best value for the
least hassle.
References
Aaker, D. A., & Moorman, C. (2017). Strategic market management (11th ed.). Wiley.
Online Etymology Dictionary. (2022). Brand Etymology, origin and meaning of brand by
etymonline. Online Etymology Dictionary. https://www.etymonline.com/word/brand
Subaru. (2022a). Line up. Retrieved from
https://www.subaru.com/guides/lifebook/my17/lineup/line-up.
Subaru. (2022b). Love Promise. Retrieved from https://www.subaru.com/love-promise.html
Tragianis, N. (2014, May 2). A peek into the world of hardcore Subaru fandom. driving.
https://driving.ca/subaru/auto-news/news/a-peek-into-the-world-of-subaru-fandom
Corporation., T. M. (n.d.). Toyota Global Vision: Vision & Philosophy: Company. Toyota
Motor Corporation Official Global Website. Retrieved March 24, 2022, from
https://global.toyota/en/company/vision-and-philosophy/global-vision/
Dyson. (n.d.). Our DNA. Dyson Official Company Website. Retrieved March 22, 2022, from
https://www.dyson.com/inside-dyson/community/our-dna
Patagonia. (n.d.). Environmental & Social Footprint - Patagonia. Patagonia official global
website. Retrieved March 22, 2022, from https://www.patagonia.com/our-footprint/
