Week 7 Discussion- Marketing for Competitiveness

Marketing Strategy and the Brand

In today’s crowded consumers’ market, the quest for brand loyalty is more competitive than ever. Successful brands understand that beyond offering quality products or services, cultivating an emotional connection with consumers is vital to establish brand loyalty. This emotional connection must go beyond mere transactions, fostering a sense of belonging and loyalty that withstands market fluctuations and competitive pressures. In this discussion, you explore how brands create emotional connections, and how these connections influence how you view different brands.

To prepare for this Discussion:

• Select a company you are familiar with or one that is well known that you feel could benefit from increasing its market share. 

Post an evaluation of brands’ use of emotional connections to influence consumer behaviors, to include the following:

• Identify two to three examples of marketing campaigns that create a strong emotional connection with consumers and influence their buying decisions and brand loyalty. Provide a link to each example and describe how it makes these connections. (Note: If you are unable to      provide a link to the specific example, be sure to provide a thorough description of the marketing campaign and its attributes.)
• Summarize how you are influenced by these brands’ marketing campaigns and how they might (or do) impact your feelings about the brands and your decision to purchase from them.