Share your initial thoughts on what brand means to you. How do brands impact your spending
decisions?
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.
- b b The market of my choice is automobiles and the brand that I will be discussing is Jeep.
o b 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.
o 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.
I am sure that 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.
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.
An effective brand strategy is central to a product, and a brand is a company's promise to its
customer. It determines what the client should expect from the product and what is its
competitive advantage in an industry. The brand should reflect the company's vision and
mission, and it should be created for the specific customer segment.
A logo is a visual part of a brand, and it is the primary communicator for the brand. A
company should create a brand strategy to determine where it should be advertised, b what are
its distribution channels and what is effective communication mechanism for it. An effective
brand adds value to a company's service or product and increases its price.
Whan, I think of a brand the most obvious example that comes into my mind is Coca-Cola. It
created a specific emotional attachment, and many people are willing to pay a higher price for
it than for similar under-brand products. Another example of emotional attachment for a
brand is Nike. The company attempts to associate its products with star athletes and desires
that customers will build the same emotional attachment towards the products as they have
for athletes.
Brand plays a central role in my decision to purchase something. I have trust in some brands
built up with experience and often choose them for not spending time on an exploration of
new products and decreasing the possibility of being disappointed.
I am very excited to start this course and wish everyone an effective and productive
educational process.
Brand to me its kind off like when horses get stamp. It's a logo and an image of what it means
and what it does. Brands like Amazon and Shein have impacted me a lot on how to spend
because I save a lot of money in transportation by getting household items on Amazon and
cheap clothes on Shein.
When making a purchasing decision, the brand it's important to me if its nice and cheap like
Shein. "SHEIN’s mission is to serve as a leader in the industry and bring fashion into the
modern era. We employ cutting-edge technologies and processes in our design and sourcing
to stay well-informed of what is in-demand by consumers, produce goods in a timely manner
and deliver the products quickly to anywhere in the world. By developing proprietary
logistics and ecommerce technology, we are disrupting the fashion space and improving
outcomes for manufacturers, suppliers and consumers."
I do not have any emotional connections with Shein, I just like how cheap it is.
When considering a purchase for watches I do like Fossil watch for two reasons they look
very nice and they come with a life warranty that if something breaks, they fix for less than
$40.
A successful, long-lasting brand is a name that is an automatic recall to the sensory of our
conscience. Weather the item, service, place, has a positive/negative connotation, the “brand”
is etched into our memory. There are many successful name brands that are synonymous with
high quality, repetitive services over many generations. These marketable brands contain a
distinct advantage for me in the continued years of quality that generations have
manufactured to promote their product lines. I personally will purchase a name brand item
when certain variables of my safety and well-being are involved. The price that I am willing
to pay is the return on investment (ROI) that I am specifically wanting to attain.
A decision that I continually make involving branding is my communications,
technology and data carrier: AT&T. Every single mile of communication in the United States
is successfully adapted thru the AT&T platform. All other communication providers rent
space in the AT&T domain. This countrywide, station to station, telemetry, fiber optic
network runs thru AT&T for connectivity. You never see this charge when you view your
telephone bill, because, like an insurance hospital bill, the accountability is not transparent.
AT&T emphasizes cohesion over consistency as they continue to expand their brand promise
of mobilizing a world that works for people like never before (AT&T
https://www.att.com/bestnetwork).
I have an emotional connection to the AT&T brand, yes. In the 1980’s. I worked for
New England Telephone. I was a part of the enhanced 9-1-1 calling procedure that was
adopted by local, state and federal agencies to overcome jurisdictional governmental
interference towards a singular based network for the reporting and necessity of emergency
response. The lack of continuity throughout the country in this aspect took many years of
governmental and regulatory approval. This system is now a staple of the facilitation of
responsibilities that each individual city/town has incorporated into emergency/disaster
planning.
My duties on the city and state level, revolve around the connectivity of a portable
cellular device. The land line of years ago, although still in service, has been replaced by the
advancements of all things electronic. I only purchase AT&T phones, service carrier and First
Responder Plans. Since my first bag telephone in 1985 (yes, I am old), I have had the same
mobile telephone number, service, and uninterrupted service. My inherent capacity to be
available for whatever the requirement of communication, I always select AT&T. This
“brand” is the only brand that I continually adhere to and support.
For me, a brand goes beyond a name, for me a brand is the meaning behind the name and the
intention it has towards the possible consumer. It is how an organization or individual wants
to be identified, perceived, and related with. These, and other variables, are what a brand
means to me, how the combination of all these characteristics affects the experience and
decision of the individual that is consuming it or might be taking it into consideration.
If I am completely honest, I do not have a favorite brand. I am an extremely easy to please
consumer in the sense that when I want to buy a product or a service, I compare my options
and decide on the one that meets my needs. But recently I have had one brand, in this case a
store, that has been very present in the last month. That is Barnes & Nobles, even though I try
to buy books in local bookstores, I have been consuming more this store because of the
experience it gives you. I think the convenience of having the coffee shop and different
categorized products gives me the opportunity to analyze all the different options that I have
available. It helps me to dedicate time to myself, instead of sitting in my room and scrolling
on my phone.
References
AT&T. Retrieved March 20, 2022, from: https://www.att.com/bestnetwork
Entrepreneur Staff, 2022, https://www.entrepreneur.com/encyclopedia/branding
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%20
you%20back.
