Week 4 Assignment
CHAPTER 7:
1. Think of the country in which you live. What image might it have with consumers in other countries? Are there certain brands or products that are highly effective in leveraging that image in global markets?
I think that a very popular and negative image that others have of the United States is that we indulge in unhealthy habits. This includes food, drinking, and culture. There are many brands or products that give us this bad image. McDonalds, Burger King, and Wendy’s are to name a few. They are shying away from that stereotypes but are still looked upon poorly. There were advertisements like “Supersize It” that strongly leverage the image against other cultures and companies. Even though there is McDonalds elsewhere across the world, the advertisements and products vary dependent on the culture/country.
2. Pick a brand. Evaluate how it leverages secondary associations. Can you think of any ways in which the brand could more effectively leverage secondary brand knowledge?
U.S. Polo Assn is a men’s clothing company that is focused on high quality, casual clothing. They leverage with secondary association by putting their products in higher end retail stores to associate their brand with high quality. Such high end stores as Macys, Nordstrom, and Lord & Taylor. You wouldn’t find their clothing in lower priced stores such as Wal-Mart, Sears, or K-Mart. They tend to place their product in higher end stores because the brand is promoting high quality products and that is symbolically what those stores sell. Some ideas that they can do is make a product line that is a lower priced products and place those in the low priced stores. Many designers have a low priced product line in contrast to their higher end line (i.e. Armani).
3. Which retailers have the strongest image and equity in your mind? Think about the brands they sell. Do they help to contribute to the equity of the retailer? Conversely, how does that retailer’s image help the image of the
1. Think of the country in which you live. What image might it have with consumers in other countries? Are there certain brands or products that are highly effective in leveraging that image in global markets?
I think that a very popular and negative image that others have of the United States is that we indulge in unhealthy habits. This includes food, drinking, and culture. There are many brands or products that give us this bad image. McDonalds, Burger King, and Wendy’s are to name a few. They are shying away from that stereotypes but are still looked upon poorly. There were advertisements like “Supersize It” that strongly leverage the image against other cultures and companies. Even though there is McDonalds elsewhere across the world, the advertisements and products vary dependent on the culture/country.
2. Pick a brand. Evaluate how it leverages secondary associations. Can you think of any ways in which the brand could more effectively leverage secondary brand knowledge?
U.S. Polo Assn is a men’s clothing company that is focused on high quality, casual clothing. They leverage with secondary association by putting their products in higher end retail stores to associate their brand with high quality. Such high end stores as Macys, Nordstrom, and Lord & Taylor. You wouldn’t find their clothing in lower priced stores such as Wal-Mart, Sears, or K-Mart. They tend to place their product in higher end stores because the brand is promoting high quality products and that is symbolically what those stores sell. Some ideas that they can do is make a product line that is a lower priced products and place those in the low priced stores. Many designers have a low priced product line in contrast to their higher end line (i.e. Armani).
3. Which retailers have the strongest image and equity in your mind? Think about the brands they sell. Do they help to contribute to the equity of the retailer? Conversely, how does that retailer’s image help the image of the