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As a person Nike would be sporty, trendy and adventurous.

You feel sporty when you wear it even if you aren't participating in any sport. You have the perceived sporty image this could trigger people's ideal self into purchasing Nike.

Their brand logo, the Tick is recognised everywhere as their instant heritage along with their slogan"Just do it" - when you wear it you feel like you can achieve anything.

Nostalgia through peers: when you were a kid wearing Nike shoes for PE or saw another wearing them you thought they were "cool" and this will have stuck with consumers throughout their years.

Celebrity endorsements include Michael Jordan, Serena Williams, Tiger Woods and Ronaldinho

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socially assigned meaning,  meaning-making properties of what people purchase, use, and display.  empirical behaviour research on consumerism

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As a person, Nintendo would have the characteristics of consistent, healthy living and sociable.

Symbolic consumption:

- Nostalgic quality to hardware and games due to prominence of brand in childhood (Pokemon, Mario, etc.)

- Interactive due to focus on healthy living and socialising (Wii and Switch)

How would our marketing strategy be affected?

- Promotes active lifestyle/ socialising

- Brand-as-a-friend: Publicity of mascots and usage in ads (Pikachu, Mario, etc.)

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The brand represents a 'ladies man' who is a smooth talking, nice smelling, slick looking,  & sexy 🤬

The idea of the brand is to make you more appealing to the opposite sex.

" The Lynx Effect" implies using the deodorant will enhance your appeal.

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Refreshing
"Open Happiness"
Togetherness- 'share a coke with'
Popularity
Christmas, Santa Claus + Polar Bear ads

It is a brand for everyone as there are multiple variations of Coca-Cola such as Coke Light, Diet Coke, Coke Vanilla, Cherry Coke, Coke Life & Coke Espresso (sold exclusively in Japan)

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This brand represents fashionable, trendiness and skate culture.
The slogan "Off the Wall" reminds us of rebelliousness and stand out from the crowd.
Brand-as -a-friend- You can trust the brand and know that its reliable
Nostalgia- All very similar haven't changed the brand over time
Experienced Brand- Vans have been making shoes since 1966 so they are experienced

The marketing strategy would be quite simple as people are already aware of the brand and most people are re-purchasing rather than first time buyers. They don't need to market to new customers as they already have a loyal customer base.
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As a person, fosters would be branded as an Australian beach go-er, with an active lifestyle. Always there in a social setting.
"One of the boys" (Seen by popular TV ad)

In relation to Nostalgia Fosters is a low involvement brand, due to the range of substitutes. Fosters can also connect to people through an emotional connection, e.g seeing family drinking it in the pub when you were younger .

Instant heritage is created with the visual of the can. The design (colour scheme, image of kangaroo, stars)....when seen you can instantly link it to it's Australian heritage.

As a brand manager, the marketing campaign would be focused on the history of the beer and the emotional connection/nostalgia that people have with it/the typical symbolism of Australia.
So if the beer is advertised in this way, it can instantly grab people's attention, and connect with them personally.
Theres an aspiration for British people to have an Australian summer, by focusing marketing towards this, there is a link made by consumers that will make them feel closer to the brand, by relating to the consumers ideal self.

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Symbolic Brand Strategies
Select a brand of your choice.

What types of symbolic consumption could be involved?

As brand manager, how would your marketing strategy for the brand be affected by the above?

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MS4113 Seminar 5 Activity padlet wall... - for your reflection and revision ;-) The best responses will be reviewed and 'Starred' at the end of the session.... good luck