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. c
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.
Share your initial thoughts on what brand means to you. How do brands impact your spending
decisions?
c c c What does a brand mean to me? When thinking of this question a brand is a label that was created
by one person or a team whose purpose is to deliver a product or service that will serve as a benefit to
the market it relates to. Brands impact my pending decisions in various ways. I would associate brands
by their quality, price, and necessity in my everyday life. For example, If I am looking for new clothes
I am more inclined to shop at stores such as Gap, ASOS, or Kohls. I go to these stores because I am
certain that their names are backed by quality products that are stylish and cost-effective. I am not one
to knock a designer brand, but at this point of my life, I truly cannot see the difference between a
$1000 shirt and a $30 one, especially if they are composed of the same material. Overall I am a guy
that looks for quality that matches my frugality from time to time unless I am in the mood to splurge.
· Choose one of your favorite brands from an industry such as e-commerce, automobiles, shopping,
restaurants, technology, etc., to answer these questions.
- c c The market of my choice is automobiles and the brand that I will be discussing is Jeep.
o c When making a purchasing decision, is the brand important to you? What about the brand resonates
with you?
- The brand is very important to me because I associate this with reliability, quality, and predicted
future maintenance from prior experiences. For example, I have driven multiple jeeps over the years
and have never had a problem with any of them except for times when they may need their routine
maintenance. Other than this, Jeep is a brand that I will always have in my driveway.
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.
The brand promise of the jeep is to provide durability and craftsmanship while delivering quality sport
utility vehicles that are utilized by all consumers that find favor in their quality and design. “It is a
reminder that the Jeep brand, through its legendary DNA, continues to fulfill its promise of capability,
durability, and craftsmanship. It cements its legitimacy as the one true and rightful leader in the
category” (FCA US LLC, 2019). This compares to its competitor BMW, and their brand promise
being “the ultimate driving machine”. These are typically statements used to assure current and
prospective consumers of a reliable product to persuade the buyer to choose their brand.
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.
Some individuals will ultimately develop an emotional connection with the brands that they own and
interact with on a regular basis. However, at this moment I cannot relate. Yes, find automobiles to be
very interesting however, I am a consumer who has an open mind to the next best thing. Therefore, if
another SUV hits the market and outshines the one that I currently own, there may be a chance that I
would switch over. As I speak for myself, I believe that I am not one to hold strong attachments for
material goods as they will always come and go for various reasons.
o 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.
- Yes, I would consider my favorite brand before looking at others. This choice would be related to
personal experiences with the brand. Therefore, in my mind, I know that if I were to go with this brand
again I would know what to expect. With my favorite automotive brand being Jeep I would check out
their vehicles before other manufacturers unless given a reason to do otherwise.
References
FCA US LLC (2019) "Legends Aren't Born, They're Made" Marketing Campaign Cements Jeep® as
Legendary SUV Brand. https://www.prnewswire.com/news-releases/legends-arent-born-theyre-made-
marketing-campaign-cements-jeep-as-legendary-suv-brand-
300809720.html#:~:text=It%20is%20a%20reminder%20that,anything%20and%20bring%20you%20
back.
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/
