CONQUERING Marketing Strategis For Branded World Consumerspace

CHAPTER 1 : Questions
How do marketers analyze consumerspace ? How products get their meaning in consumerspace? Why the products as Symbol ?

Major Topics
Identity of Branded Word Segmentation Strategic Pursuit Products Scope of Consumerspace Brand Personality Participatory Marketing

Identity of Branded Word

Identify marketing follows Identify a need and satisfy Define deep meaning transition from marketerspace to consumerspace Devise strategies market

Segmentation Strategic
A segmentation strategy based upon identifying large, homogeneous blocs consumers that share some basic characteristics such as age or income is not as effective today. Our lifestyles are splintering and morphing; peole pick and choose from a mixture of brand possibilities as they construct their own unique identities More desirable to track consumerss aspirations rather than their current preferences in order to develop new brans and messages that will resonate with these evolving ideals.

Segmentation Strategic
The traditional view of the consumer as a passive recipients is no
longer accurate or very useful. Consumers often want to exert control over the amount and nature of marketing information being

transmitted to them. They also will increasingly expect to be able to

choose when they will eceive sales pitches and other kinds of marketing communications and they will be eager to absorb

information they have requested

Scope of Consumerspace
Advertising is about much more than communicating information about products and services. Consumers zealously absorb the imagery and messages from commercial stimuli and incorporate these into their lives in may ways. In consumerspace, advertising is part entertainement, part reality check. Affirmation of group identities is a major motivation to consume. Consumers from bonds with others based upon common ownership and their dedication to a brand may galvanize them to share the love in brand communities. Marketers like Harley-Davidson understand that customer loyalty can be cemented by providing resources that customers to express their enthusiasm with kindred spirits. encourage their

Pursuit Products
Pursuit products is about much more than status. The specific kinds of brand relationships including : Seft-Concept Attachment- The product helps to establish the users identity Nostalgic Attachment The product serves as a link with a pastseft Interdependence The product is a part of the users daily routine Love The product elicits emotional bands of warmth, passion, or other strong emotion. The pursuit of status is very much alive, though because attaining luxury goods for knockoff that resemble them is easier today, status symbols are more likely to take the form of singular experience like luxury services and adventure travel. Products often play key roles in our social lives by helping us to express love, independence, and many other feeling. Iin a very real sense, we are what we buy

Brand Personality
Global Brands are the new currency. The rise of multinational corporations that distribute recognizable, branded goods around the world is creating a globalized consumption ethic. Increasingly it makes little sense to segment consumers in terms of nationalities.

The brands we buy place us in social categories. We use these cues to place (and ourselves) with consumers who we believe will share similar

lifestyles and values. Lifestyle marketing strategies recognize the potency of these bonds. They build a brand portfolio that enables members of a category to express their underlying identity in a variety of concrete ways, from food to apparel to music.

Brand Personality