Thermos Ethos

Auditing a brand is one of the best ways to get an in-depth understanding of brand equity and current brand standing in its specific markets. Understanding a brand and how they compete against competitors on what they have to offer is very important. Brand auditing is a way for companies to identify and evaluate problem areas to end up with a positive result. It is a way to figure out where the company’s current state is at in the markets and also see what changes can be made in order to improve the brand. Thermos brands carry any bottles from travel mugs to tumblers and they have all sorts of ways you can use them for. Each bottle is designed specifically for the activity you are doing. Thermos does a great job at appealing to all sorts
The one thing that they seem to lack on, is their point to not promote much athletic bottles. Out of all five different brands they never had one specifically for athletics.
This could be a way for the company to diverse themselves from others, but they could possibly gain more brand equity if they showed support towards athletics. This company has shown great diversity in all their products, so they can appeal to a wide variety of people and I think that a big leverage for this company. Thermos has designed all their bottles with technology and up-to-date features that people love. Thermos has done their research on creating the perfect bottle and that is what makes them unique and helps them stand out and differentiate themselves from the competition. One of Thermos’s competitors is Walmart. Walmart carries an assortment of insulated beverage containers that are somewhat similar to the containers produced by the Thermos brand. However, Walmart is less focused on the individual needs of various consumers, but more focused on creating a generic product that is suitable for everyone. Consumers who are buying insulated beverage containers from Walmart are likely doing so based primarily on price and less on brand name, logo and
Most consumers who will buy a Thermos product are more likely the ones who have more discretionary income than the consumers who would purchase a similar product from Walmart. In addition, the Thermos is marketed and designed to appeal to five specific target markets, while Walmart simply selling a few generic products that are aimed to be sold to nearly anyone. Lastly, Thermos is a well-known brand and highly regarded for its quality, while Walmart is primarily known for having fairly average products for very low