Symbolic use of brands by Florian Meisel

Seminar paper from the yr 2007 within the topic enterprise economics - advertising and marketing, company verbal exchange, CRM, marketplace learn, Social Media, grade: 2, collage of Vienna (Marketing ), direction: particular themes in model and model advertising, 19 entries within the bibliography, language: English, summary: more and more, manufacturers are noticeable as vital in developing person id, a feeling of
achievement and individuality for shoppers. it's transparent that positioning a brand
trough a transparent and constant photograph development crusade is a cornerstone of brand
marketing.
It is usually obvious that definite model dimensions and institutions bring about increased
marketplace acceptance and fiscal good fortune for model vendors, for this reason the
value shoppers position on them. agents spend hundreds of thousands of greenbacks every year to
identify good outlined, robust model pictures and to aid them.
A company’s financial superiority is often implied by means of the energy of its brand
name giving it the power to distinguish itself and enhance its competitiveness.
(Nykiel, 1997) Park, Jaworski and MacInnis (1986) famous that client wishes can be classified
in useful or symbolic wishes. The useful wishes are relating to particular and
practical intake difficulties, while symbolic wishes are on the topic of self image
and social identity. (Subodh Bhat, 1998)
Therefore they pointed out that every one model must have a “brand concept”, that's an
overall summary which means that identifies a brand.
Also, there are sorts of motivations between each one person, and these
motivations drives their wishes both to be practical or symbolic in nature. Thus,
functional wishes of customers might be exploited with a useful model, one
positioned with a practical model notion. A model may be additionally situated as a
“symbolic” model for shoppers who whish to reinforce their self photo or their social
image. (Park, 1991)