MARKET 1 Lecture Notes - Lecture 4: Ford F-Series, Ford Super Duty
Document Summary
Brand essence: abstracted benefits that relate to consumer goal, done through abstracting benefits of your product, laddering up, appendix example- jean"s search for competence in cooking. She would buy brands like campbell"s that she thought conveyed quality or competence: trying to match the personality of a brand to the essence of the consumer, ex: dove campaign for real beauty. Starting with their attributes and benefit, then they abstract to the authenticity and sincerity. Using generic people to market their soap product as beautiful. Ex: ritz carlton was communicating their unparalleled service and they were laddering down-show that all their employees go through a rigorous 3 week training. Article: 5 personality dimensions that relate to a brand . Ex: ford f150 truck: sincerity, excitement, sophistication, ruggedness, competence, automobile that most people associate with ruggedness:ford- super duty trucks, competence- volvo, wrangler- rugged, excitement: jaguar, mustang, sincerity: subaru.
