We need to form some kind of emotional link to the product. In determining a brand, there is the need to differentiate from others or form a shorthand logo, position ourselves or have an integrated strategy, and create a personality and vision while adding value. In this paper, it will be discussed as to how Mazda has formed that link with us and how their marketing program has created a brand that tells us who they are and why we should buy their car.
Mazda has a very unique shorthand Logo. According to Mazda Zoom Zoom is1 shorthand for the love of exhilarating movement that we all have. It is the imagination we have about a car moving quickly down the road. They use the emotions we had as children in seeing a fast car and wanting to be part of that. Zoom Zoom is a promise that we will feel special when we get in any car built by Mazda. It is definitely different than any other company and when you hear Zoom Zoom, you think only of Mazda which is what is meant to happen. Zoom Zoom just sounds like fun when you say it.
When Mazda began to reposition itself, it needed to change its strategy. It now had to be positioned as a hip, cool, and fun to drive car. It is also positioned to be a great car for young females who are professionals, according to the case study. ...Show more