Three years before, i bought my first Apple product - Ipad in China. As a high technology equipment at ther period, a lot of feathures of Ipad attract people from all ages to try and to buy. Big touch sreem, light, high technology, music, etc, however, these features are only the top of mind awareness, Brand Salience is NOT the same thing as top of mind awareness.
Top of mind awareness is simply what brands come to mind when consumers are asked to recall brands within a category. However, Brand Salience is different. Brand Salience is what brands come to mind when consumers are in a purchase situation. That means 'Brand Salience' is the memory of your brand and its linkage to other important memory structures.
For Apple Ipod, you can see Apple wisely use a representive range of cues, especially descriptive in their commercial.
iLife
From this seriese of commercial, customers can see lots of happy, energetic people dancing in a colourful backgrounda, and the white headphones flowing dancers movements. Why Apple use this kind of special methods to show their products to the customers. Actualy, Apple just want to show their 'Brand Salience'.
Apple don't want to just sell the MP3. Apple want the custmers to experience the Apple lifestyle and to become one part of the iPod family. Use any other MP3 player and you’ll hear good music. Use an iPod and you’ll feel good and have good emotion. The white iPod headphones is one of the best designed to make the visible part of their Apple products a symbol. Wear a white headphones and become the member of the Apple club and enjoy the ilife.
Innovation If someone mention the word “Innovation”, i think Apple is the first brand that comes in my mind, maybe a lot of people have the same feeling as me. People want to try and experience the new things, Apple sold it.
More accessible
Beyond all doubt, Apple is a great brand, however, the prices is also 'great', the price is there to differentiate it from other brands but also a barrier prevents it from being more accessible. IPod Shuffle, only 59 dollars for 2GB, it made the Apple Brand more accessible in price and more people can experice the ilife.
Finally, quote in short from Woody Allen once said that “80 percent of success is just showing up.” Brand Salience is building the quantity and quality of memory structures, maximize the number of consumers who think of your brand and the number of times they think of your brand in different situations.
Apple did it, maybe we can try it in our "BrandMe".
In last BrandM lecture, Dr Cullen mentioned the steps to authenticity, some of points impressed me a lot. After class, i try to find a familiar brand -Woolworth and analyse how it steps to authenticity.
Step One: Don't just say it, show it !! I have to say as the largest surpermarket in AUS, WW broadly use the social media to "show" and transfer their message to the customers, it is successful to step to authenticity. Now, have a look how WW use these media to show it!!!
Show on TV
Since 1987, Woolworths introduce the company's slogan, “The Fresh Food People”, this famous slogan is still used in their new commercial in 2008, to transfer the message “Woolworth don’t sell fruit, vegetables and groceries, we sell fresh”, simultaneously, the song “Were fresh food people because you are” has win the great popularity. The commercial try to build up a warm and happy community, in this commercial, a lovely kids is planting a avocado in the garden, a parents and their children are going to catch the crab, and a grandmother pick her home grow vegetable to her neighbour.At the end of commercial, the words “We’re fresh food people, because you are” remind the customers they need fresh and Woolworths can provide.
Show on Official homepage
The website of Woolworths is not only release advertises, but also for building a net community and build up the long-term relationship to the customers.A large amount of information can be found in Woolworth official web pages, including price promotion news, fresh food ideas, financial services, etc. Customers can scan the prices news by their iphone, and shopping through online.
Step Two: Immerse in the environment & Avoid the temptation to exploit brand for commercial gain
The homepage of Woolworths is one of the most successful communication media are applied to customers, because it not only promote their brands and products, bu also let consumers engage in the atmosphere. For example, the target customers are young and middle age people who are widely used Internet in computer and smart phone. Maybe some of them are not available to watch TV, but they keen to know more news about the health and food, they are willing to share their cooking experiences and opinion. All these demand are satisfied by the web stage, and the homepage is the best intermediary to build up the long-term relationship between Woolworths and customers, customers to customers, and Woolworths become one part of their life.
Moreover, WW smartly contribute the efforts in conmulity.Since Woolworths launched, a series of public relations activity are extensively develop, most of them are related to the social responsibility, like employment, community grants and fresh food kids programme. “Hospital Appeal” is one of successful activity in fresh food kids’ programme.
When people shopping in Woolworths, they can donate money to “Hospital Appeal” grants, and every dollar raised will go towards medical equipment of children, improved facilities and research for children’s hospitals.
Since this programme build up, 8 million have raised and more than 50 hospitals have build up the partnership with fresh food kids hospital appeal programme, inAdelaide, Women’s & Children’s Hospital, Adelaide Broome Hospital Gove Hospital are involved. All these contribution is for avoiding the temptions to exploit brand for commerical gain. That is one of the strategy to build up the long-term relationship with customers by reinforcing core brand value. What is WW's core brand value, fresh food or good services, or any others. In fact, WW create a image of caring people's lives.
Step Three: Don't be afraid of letting consumers in
As the largest supermarket in Australia, Woolworths hope to let more customers in, know more demand, favor, expection and suggestion from the customer side. So, the social media were widely used by Woolworths to get the feedback from customers. Customers can directly contact WW by the official web or go to facebook to issue the comments. However, when i search Woolworths on Twitter, it is still blank. So, it will be open soon in the near future.
Doubtless to say, Haigh's Chocolates is one of the most successful South Australia original brand, not just popular in Adelaide, it expand to other big cites of Australia. When i travel in Melbourne, i found Haigh's open their stores in the most crowdedcommercial streets, i can see the old ladies take a Haigh's bag in the Botanic Garden. At this memont, my confusion is how Haigh's make differentiation to other competitors. After last brandM, i found using the brand authenticity is a good way to identify and assess.
From Michael's view, brand authenticity include three attributes, Quality leadership, Heritage, and Sincerity. So, i use these three features in Haigh's brand authenticty analysis.
Quality leadership Look at the strong mission 'To be the national retailer of choice of our own premium hand made chocolates'. Even customers can't find the words like 'the best chocolates in Australia', the clear positioning make Haigh's successful abtatin their target customers when their price much higher than the chocolates which sold in supermarket. Using the hand made technology to make their products and keep the chocolates tradition and high grades, more importment, their technology keep the quality, that is the reason Haigh's generously open their factory to the vistors.
Heritage
When people mention Haigh's Chocolates, the first thing come into mind is the history. Exactly, Alfred E. Haigh's first cholocates shop, on the "Beehive Corner" of Rundle Mall and King William Street is still in operation.
Not only the building keep the traditional style, look at the store inside, gorgeous decoration make customers feel noble and high grade. The packing of products, using the beautuful tinfoil and packing bag. All this marketing action is to build up a 'Heritage' inpression.
Sincerity
Haigh's successful lives up to its values and commitments. Haigh's proveide the premium hand made chocolates nearly 100 years. They keep to transfer their sincerity in their products and services. Haigh's not only sell the chocolates in store, they also provide the chocolates making visit in their factory, teach the visitors the knowledge of chocolates, the history of chocolates. Obviously, it is a good way to build up the long-term relationship between Haigh's and their customers.
I spend 5days with my friends in Melbourne during the Earter holiday, actually this is my first time been to Melbourne, so everything there for me is exciting and fresh. As a International City, Melbourne has personally unipue brand, the environment, education, culture, food, etc. For me, "keep walking, keep watching and keep thinking" is throughout the trip. So, sometimes i find something interset by my view.
A successful brand should surpass the “Trust Brand” and become a “Love Brand”, the brand “Lady gaga” reaches it. Lady Gaga is a talented musician and artist. She gives startling and memorable performances by her remarkable music, elaborate music productions, and incredible costumes. Her music, performance, and costumes all give the audiences new visual, hearing, and feeling impact. And this is also customers want to more fresh and innovation exposure. So, when the audiences see Lady gaga as her brand, it is a reflection of Lady gaga’s aspirations and of customers’ sense of personal relevance.
Secondly, Consumers help build the personality of the brand. According to the Forbes News, Lady Gaga become the most powerful people in the entertainment business by her 90 million dollars earnings and a mass of social media pushed. Gaga’s raise is not only due to the $90 million she earned, but also because of her strong media promotion.Lady Gaga is one of best and smartest digital media users in the celebrities. On the one hand, she and her team use various social media tools, including YouTube and other internet press to broadcast. On the other hand, Lady Gaga has achieved great successful in most of social media tools, 49 million Facebook fans and 21 million Twitter followers. She has the most followers of anyone on these two most popular social media.
I'm a marketing student study in UniofAdelaide, before i engage in marketing study, marketing always connect to the PPT, SWOT, Michael Eugene Porter, etc. There is not a clear market definition and structure in my mind. what is marketing? i dont think who can give a everlasting answer. Because the market is dynamic. from wiki pedia, Marketing is defined as “an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholder(http://en.wikipedia.org/wiki/Marketing) So, we can see at least 3 steps in this process, creating value, communicating value and delivering value, futhermore, managing the relationship among customers, company and shareholders. Every social man be involved in markting, so, marketing is everything.
The first time i heard about "Marketing is Evertthig" is from a article in "Harvard Business Review", written by Regis McKenna. MecKenna say that Technology is creating customer choice, and choice is altering the marketplace. Current marketing is different, gone are the days of the marketer as salesperson, gone as well is marketing that tries to trick the customer into buying whatever the company makes.
McKenna also give the new core values of marketing. Six principles are at the heart of the new marketing. like The first one , "Marketing is everything and everything is marketing," suggests that marketing is like quality. It is not a function but an all-pervasive way of doing business.
The second, "The goal of marketing is to own the market, not just to sell the product," is a remedy for companies that adopt a limiting "market-share mentality." When you own a market, you lead the market.
This is just a beginning, i will share more what i see, what i think, and what i target.
