MKT feedback

Then, select one of your favorite brands and describe how you see its brand image. What do you think the firm did to create that image? If you were the brand manager for the product, what would you do to continue building that brand? Be specific and get creative. After all, if Harley Davidson can build a brand that makes 55 year old orthodontists feel like wild weekend bikers – the road’s wide open.

Writer 1:

When you hear of people discussing boat shoes and top siders, almost everyone refers to them as Sperry's even if they are from a different brand.  This is similar to other types of products that have dominated their competition in terms of popularity, like Kleenex has done with tissues. Sperry has been the face of boat shoes ever since I can remember.  I think Sperry makes a quality, affordable product that can appeal to several types of people.  They make shoes that can be worn with business casual wear, so some businessmen will buy them because they are much more comfortable than regular dress shoes.  Also, they have several pairs that are more durable to last when going fishing or boating. The brand image I think Sperry portrays, is durable but classy.  Just because their shoes look nice, does not mean they cannot handle a little dirt.  I have four different pairs of Sperry's, the oldest being two years old, and I still wear the two year old pair out.  The only thing that may make them invincible to other competitors, build their brand, and image would be to create some sort of anti-sweat/stink formula.  Anyone that has worn a pair of boat shoes without socks knows they can be quite stinky over time.  

Writer 2:

Subway has been around for years. They struck gold when they launched the Jared campaign 15 long years ago. That campaign served to solidify the belief that not all fast food is unhealthy, and people flocked to Subway's around the globe in search of a healthy alternative to fast food touting a low price. Since then, things have changed. In my opinion, they still deliver good, healthy alternatives, provided that wise choices are made when the sandwich is being created. That hasn't changed. What has changed is the value Subway offers. Subway has exploded. There is one on almost every corner, and competition is fierce. In turn, Subway has been forced to raise their prices. $5 foot long bargains are few and far between. And their product has changed as well. You are more likely to find more unhealthy, expensive selections on a Subway menu than $5 specials. I understand that change was required to entice fatter, unhealthy America, but I still feel that they could to more to regain that healthy vibe. Jared is still a spokesperson, although not as visible as he once was. In spite of that,  when entering a Subway evidence of their more forgiving selections are clearly labeled and they offer apples and baked potatoes chips to for the health conscious (as well as more full flavored selections for other customers). Their latest advertising campaigns seem to focus on their newest creations, and 9 times out of 10 these are things like the Big Pastrami Melt or the Philly Cheese. If I were a brand manager for Subway, I think I would move my marketing campaign a little more towards the healthy aspect that Subway has been known for in the past. Bring more of the focus on health and nutrition and weight loss, and focus less on the fat pills. Dust off Jared and have him spread his story to a new generation of consumers. I think that Subway's add campaign targets a younger audience, but they lure them in a way that seems to me to be in direct competition with the McDonalds and Burger Kings of the world. Unhealthy selections. I think they can be successful by showcasing their healthier choices, but maintaining the unhealthier selections on the menus to keep those customers coming back.