Anajon 10 Question
1. What is the brand’s vision and brand essence?
According to Amazon’s official Facebook page, Amazon’s vision is to be Earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.
For amazon.com, the brand essence is based on the idea of unparalleled breadth of selection. For example, one time I want to find product about my favorite rock and roll band “The Kiss”, and amazon.com has almost 9,000 products available! (key word: the kiss band)
2. What is the brand’s personality and key characteristics?
Amazon’s personality can separate into three domains (based on Aaker’s model),
Sincerity: Down to earth, Honest, Wholesome
Excitement: Up to date, Imaginative
Competence: Reliable, Intelligent, Successful
Amazon’s key characteristics is reliable and punctuality. For example, every time I order things on Amazon, I will receive an email immediately tell me specifically when the product will send to my address. And they always send the product to me on time. So, I think amazon’s key characteristics is reliable and punctuality.
3. Is it a brand with a higher purpose, and if so, why? If not, is that a negative?
The higher purpose of amazon is constantly looking for ways to further reduce our environmental impact.
A purpose-driven company can have a huge competitive advantage. Employees and customers are hungry for purpose.
Also, online shopping is inherently more environmentally friendly than traditional retailing. The efficiencies of online shopping result in a greener shopping experience than traditional retailing.
For the higher purpose, amazon has some policies like “Environmentally Friendly Packaging”, “Packaging Feedback Program”, “Sustainable Building Design” and “Green Products on Amazon.com”.
4. Is the brand a “must have” and if so, why? If not, what does it need to do to become a “must have”?
I don’t think amazon is a “must have” brand. There are some competitors can substitute
According to Amazon’s official Facebook page, Amazon’s vision is to be Earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.
For amazon.com, the brand essence is based on the idea of unparalleled breadth of selection. For example, one time I want to find product about my favorite rock and roll band “The Kiss”, and amazon.com has almost 9,000 products available! (key word: the kiss band)
2. What is the brand’s personality and key characteristics?
Amazon’s personality can separate into three domains (based on Aaker’s model),
Sincerity: Down to earth, Honest, Wholesome
Excitement: Up to date, Imaginative
Competence: Reliable, Intelligent, Successful
Amazon’s key characteristics is reliable and punctuality. For example, every time I order things on Amazon, I will receive an email immediately tell me specifically when the product will send to my address. And they always send the product to me on time. So, I think amazon’s key characteristics is reliable and punctuality.
3. Is it a brand with a higher purpose, and if so, why? If not, is that a negative?
The higher purpose of amazon is constantly looking for ways to further reduce our environmental impact.
A purpose-driven company can have a huge competitive advantage. Employees and customers are hungry for purpose.
Also, online shopping is inherently more environmentally friendly than traditional retailing. The efficiencies of online shopping result in a greener shopping experience than traditional retailing.
For the higher purpose, amazon has some policies like “Environmentally Friendly Packaging”, “Packaging Feedback Program”, “Sustainable Building Design” and “Green Products on Amazon.com”.
4. Is the brand a “must have” and if so, why? If not, what does it need to do to become a “must have”?
I don’t think amazon is a “must have” brand. There are some competitors can substitute