Lately we have seen that brand strategy and brand identity is playing a very important role in marketing and selling products. You would be amazed to know that even in a recession, branded goods are doing more sales than generic or unbranded goods. History records that it was K-Mart who was the first retailer than asked Jaclyn Smith of Charlie’s Angels fame to endorse a brand (Anonymous, 2007). From then on, brand marketing has exploded and today there are celebrities like Beyonce, Jennifer Lopez, Tiger Woods, David Beckham and others who have not only endorsed brands but also created some of their own. A variety of celebrities like Miley Cyrus, Jessica Simpson, the Kardashian sisters and Kanye West are also going into the retail clothing business and adding their own names and logos to these products. The reason is simply that people want to identify with these celebrities and buying their brands makes the consumer feel closer to these personalities- it’s a psychological and emotional bonding of sorts. Branding thus is the best strategy to follow and I propose that we brand the Metroville by using a deer as a logo. This deer will form part of the car insignia and sit atop the vehicle in the same fashion as an angel atop a Rolls Royce. The deer is known to be sleek and fast and to be able to outrun and outmaneuver its prey by its quickness and agility and that is exactly what we are trying to convey with the Metroville. In fact the deer often wins by tiring out its pursuers and zigzagging instead of running in a straight line. The ability of the Metroville that is small and lightweight but with a durable engineering and ergonomic design would appeal to the mass market of young consumers- from college kids getting their first car to newlywed families in the process of setting up their lives and homes. The deer is to be a prancing one, one who has leapt ahead and thereby avoided its pursuer. I would like Taylor Swift or Robin Williams to be the brand ambassadors for the Metroville. Taylor Swift has a squeaky clean image, avoids scandals or cheap publicity and is an all round good and law abiding country singer. She does not engage in risque behavior just to be in the limelight. She represents the younger generation. Robin Williams could also be considered as his witty image gives one the feeling of a good time, and that is what we want consumers to have in a Metroville. If you remember he recently scored a hit with ‘RV’ at the box office, so people would identify with his image as the fun loving driver of a Metroville. For advertising purposes, we could use Robin Williams to appeal to the 40 and under crowd and the images and videos of the late Sam Walton to appeal to the crowd that are 40 and over and who are more concerned with cost cutting and fuel economy in the recession. Metroville has been engineered for the best fuel efficiency possible and also supports alternative fuels, another thing that would appeal to the younger environmentally conscious generation. If the Metroville were a person, I would prefer it to be Robin Williams. He is small and quick, easygoing but intelligent, witty and will get you if you don’t watch out. He can make you smile at your own foibles and relax at the same
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Marketing Module 2 Case Study Name of the Writer Name of the Institution Marketing Module 2 Case Study Internal Memorandum From: Product Manager To: VP of Marketing Date: 28 October 2011 Subject: Choice of Brand Strategy for Metroville Cars In the modern era, marketing has turned into a strange mix of advertising, branding and pushing sales of a product or service…
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