It is evident from the study that, unlike other fashion retailers that utilise differentiation strategies as it relates to product, quality or pricing, Benetton has selected to undertake advocacy advertising to build identity with international consumers. This form of advertising is where the company presents its unique values and beliefs as it relates to a particular social issue. Benetton recognised that the vastness of fashion retail competition limited its ability to provide differentiation from competitors since the majority of rivals produced similar garments and fashion accessories. In order to successfully sell its fashion products to a mass market of consumers, the business required a unique positioning strategy as part of its brand development. Brand positioning is related to how customers will perceive distinctness of one business over competing brands, a cognitive-targeting strategy for how a brand will occupy focus in the consumers’ minds. Benetton is governed by leadership that maintains strong historical ties and current values related to racism and improving equality among all of humankind. The company therefore decided it would be the most viable solution for building a solid brand identity that was recognised and would gain loyalty by promoting these corporate values in all product advertisements. A tiered structure consisted of first omitting the product from advertisement, instead focusing on social advocacy issues. Once the business was assured that they had established a unique market position, the Benetton Group began to include product in advertisement to illustrate its devotion to colour as it pertains to the tangible fashion merchandise. The company utilised an advertisement that depicted the family of the future (Appendix B), illustrating an inter-racial couple and their Asian child. The goal of this advertisement was to express Benetton’s beliefs in the sanctity of equality by utilising imagery that would peak the curiosity and imagination of more progressive and liberal consumer target groups. These images that depict ethnic differences “become crass caricatures which advocate harmony through which Benetton produces images of racial and cultural purity” (Seppanen, 2000: 88). The company’s ideology is that racism and progressive lifestyles related to ethnicity are common, universal values, thus the ideology of global unity is a method to unite domestic and international customers under the United Colours of Benetton concept (Ise, 1998). Benetton believes that racism and ethnic social complacency are world-wide concerns, a type of “horrendous reality” (Ganesan, 2002: 55) that has some form of meaning to all varieties of consumer groups. Benetton removes images of racism from their most familiar contexts and then establishes them again in new, creative contexts in order to ensure they are given attention and be noticed by
This essay discusses the advertising intentions of Benetton in creating its unique market position identity and also conducts a semiotic analysis of three Benetton advertisements to illustrate the connotative and denotative meanings as it relates to signs and the signified. …
CONCLUSION Page 9 REFERENCES Page 11 EXECUTIVE SUMMARY Tesco is a modern manufacturing company that is hell-bent on branding and brand identity as one of the sure ways of promoting its products in the world market. Corporate branding and identity is well intended and well in line with the simple visions missions and objectives of Tesco incorporation.
One major example is the advertising of condoms. This is a notable concern as it has a wide-ranging audience, with an equally wide-ranging persuasive approach. A series of condom advertisements are critically analyzed and deconstructed for their rhetorical and persuasive elements.
Full name Professor Subject Date On Advertisements Advertising is the process employed by companies to let people know about their products, the benefits gained from their products and to encourage them to buy the said products. In this process, models are very essential because they are easily identified by consumers.
Through advertisement as a promotional method, companies are allowed to create awareness in the market, convince consumers and as a result cause them to make a purchase decision. This is achieved through effective and competitive marketing communication strategies through campaigns and advertisements (Martinez 612).
Brand image is what a selling firm should build, develop and commit to reduce the gap between its perceived and intended outlook among the consumers for their brand to be a success. This paper will analyse Nike, which is a sports brand franchise belonging to the Nike Company of America, in terms of the brand promise, personality, values, attributes, and visual identity.
Let us take the example of Starbucks and analyze the various aspects of the brand in terms of brand promise, personality, values, attributes and identity. Before Starbucks emerged on the market of coffee shops a cup of coffee meant a cup of steaming black brew (Burks, 2009, p.01).
Ad Analysis 1. All advertisements seek to employ an effective method of stimulating a potential buyer to purchase their product. Advertising agencies and creative directors creatively craft advertisements that tend to arouse a particular brain center thereby triggering a response.
Branding helps distinguish products from others of its kind in the market. Advertising takes two forms in which there is print and electronic advertising. Print advertisements are static while electronic advertisements are dynamic in that they can take various forms.