mood board portfolio hannah mitchell 13 19 59 15 adv13-101 123
table of contents 1. converse 2. dusk 3. mimco 4. nickelodeon 5. nylon 6. peteralexander 7. pokemon 8. t2
The brand image of Converse is inherently young. It is hip, creative and offbeat. It is fun, fresh and fearless. And what it represents is probably something I aspired to embody, growing up. This supports the notion of aspirational reference groups being used to sell a product (Belch & Belch, 2012, p. 135-136). My long withstanding relationship with Converse is positive, due to the meaningful memories linked to it. Kellerâ€™s Associative Network Memory Model suggests these memories are nodes in the Converse network that help build positive brand equity (Hoefler, 2012). One particular cluster of memories (nodes) is linked to my best friends Allyson and Annabel. Whenever a band we loved was touring, we would buy tickets and wear Converse. It was a tradition. Converse represents the nights we drove home from Brisbane at 1AM with the windows wound down and music turned up. â€œAnd in that moment I swear we were infiniteâ€? (Chbosky, 2009, p.42). It is a brand I hold close to my heart. I bought my first pair of Converse at thirteen, and accordingly have a collection of teenage memories (nodes) attached to the Converse brand. Hanging out after school, going to concerts and exploring the city (Brisbane) with my friends are all meaningful nodes in the Converse network. Working at Splendour in the Grass, starting university and growing up have all literally and metaphorically left marks on my Converse sneakers, which seem to get better with age. All these memories feel positive, which could easily be the allure of nostalgia (Farrimond, n.d.). Regardless, they add to the Converse network (Keller, 2008, p. 51) and have helped shape the
positive CBBE I have with Converse (Hoefler, 2012). The length of my relationship with Converse, combined with the positive feelings and memories attached to the brand suggests I have reached the highest tier in the Customer Based Brand Equity model (Hoefler, 2012). My intense loyalty and recognition of a relationship with the brand, suggests I have reached the sixth, and more desirable stage for any brand, known as Brand Resonance (Keller, 2009, pp. 60-61). The four sub-dimensions of Brand Resonance have been fulfilled in my relationship with converse. 1. Brand Loyalty has been exhibited by my repeat purchases of Converse products, which are both frequent and monetarily valuable (Keller, 2008, p. 72). 2. Attitudinal Attachment is clear as I genuinely love the brand and value their products greatly (Keller, 2008, p. 72). 3. A Sense of Community has been established by the brand, and I feel an affiliation with other members of the Converse community (Keller, 2008, p. 72). In particular, my best friend Allyson and I bonded over the brand. 4. Finally, the strongest example of brand loyalty is my Active Engagement with Converse. I consider myself a brand advocate, and I have invested time and energy in helping build the Converse brand amongst people I know (and at times, with strangers) (Keller, 2008, p. 74). Therefore, I have a positive CBBE with Converse.
Until I began working at dusk*, I had never purchased one of their products. I burnt lots of candles, but knew nothing about dusk candles. Since working at dusk, my attitude has shifted and I am now a loyal customer. This can be attributed to the Elaboration Likelihood Model of persuasion. In order for a centrally routed message to be received, the audience must be both motivated and able to receive the message (Dainton & Zelley, 2011, pp. 126-127). I was motivated to receive the dusk messages as it was important for me to be adequately trained for my job. Additionally, I had the ability to receive such messages through my training. The success of the ELM on my relationship with dusk has resulted in an attitude shift from ignorant to loyal, and my loyalty has gone so far that dusk candles are now the only candles I buy. The effect of the ELM on my attitude towards dusk is also an example of internal marketing. dusk has cemented their company vision, as well as their brand values and positioning in my mind. This has led to my support for the brand, and when paired with a love for their product, has resulted in my ability to deliver superior customer service (Hoefler, 2012). The end result of duskâ€™s internal marketing is that, as a brand advocate, I can sell more of their product (Hoefler, 2012). Moreover, the Associative Network Memory Model is evident in my relationship with dusk. The dusk brand network has several memories attached and linked as nodes (Keller, 2008, p. 51). Life events, such as moving to NSW are attached to the brand. Additionally, my friends and family are linked to particular dusk products. For ex-
ample, when I smell the candle Pink Butter Icing, I think of my mum as this is her favourite. Furthermore, I had always burnt candles when I studied in an attempt to relax myself. Therefore my third year university studies (which started around the same time I began working at dusk) are another node in the network. The links between these nodes are strong, resulting in positive brand equity (Hoefler, 2012) Finally, the mood evoked when I think of dusk is fun, largely due to my co-workers. Being part of such a small team means we all know each other really well. We love television series and share our DVDs. Jokes, which have spawned from something ridiculous we saw on an equally ridiculous DVD have become nodes to the dusk brand network and, in addition to the previous points, have contributed to the positive light I now view dusk in. Through using their products and my experiences working there, the dusk name is associated with quality, fun and a relaxing atmosphere, all of which are in line with their vision for the brand (Hoefler, 2012). *Note: dusk is spelt with a lowercase d.
The first Mimco product I was given was a handbag from my mum. It was in celebration of my mum closing her first big real estate deal, and my mum bought my brother and myself something special. This celebratory theme has carried on and is entrenched in most Mimco products I own. Mimco is a brand that has documented many milestones in my life, and as such, the Associative Network Memory Model is demonstrated. A number of milestones in my life have been celebrated with Mimco products, and as a result each milestone has a product and memory attached. These form a network of nodes connected to the Mimco brand (Keller, 2008, p.51). Graduating from High School and my 18th birthday are two milestones where Mimco has been there to celebrate with me, and consequently, I attach fond memories from these two events to the brand. The brand image of Mimco is lady like, sophisticated, creative and almost perfect. The desired identity is evoked through clever use of branding (Belch & Belch, 2012, p. 59). Their products, stores, employees, models and campaigns all embody the image described, making the Mimco brand consistent and therefore more powerful (Keller, 2008, p. 671). Ensuring multiple consumer touch points send the same message makes the consumer more aware, and effectively ingrains the desired brand image into their mind. The consistency of the integrated marketing communications has built a strong image, which in turn, should set the foundation for longevity. However, there is a key threat to their brand image, instigated by Mimco themselves.
Although I love Mimco, their brand value has depreciated through their constant sales. It seems if you wait long enough, almost anything you have been eyeing off will go on sale. While this may increase their sales flow, and cause them to gain customers they would not usually have had with their expensive prices, it is damaging their brand. Mimco have worked hard to craft their brand image, which may be unravelling with decisions such as frequent sales. Chances are, they will begin losing their existing customers, as they will eventually latch on to the fact they do not have to pay full price for Mimco. They will position Mimco in a lower rung than they would have before the sales occurred (Kompella, n.d.). The alienation of their core customer base could potentially lead to bigger financial problems for the brand, as loyal customers are the lifeblood of any business, making it much more affordable to invest in retaining rather than gaining (Hoefler, 2012).
There are many memories from my childhood entrenched in the Nickelodeon brand. Following Keller’s Associative Network Memory Model, moments such as rushing home from school to watch Rugrats and Doug, have become nodes in the Nickelodeon network (2008, p. 51). Since these memories are fond, their link to the brand is strong (Keller, 2008, p. 51) however the fact the memories elicit a feeling of nostalgia also heightens their strength (Farrimond, 2012). My relationship with the brand began as a television channel, however I became exposed to several brand extensions, such as their interactive website. Their website would be advertised on television, prompting me to race to my family’s blue iMac. My immediate action, which while irrational on my part, suggests the message was highly persuasive. Due to dial-up being commonplace in the nineties, my time spent on the Nickelodeon website was rare, making the site even more appealing (Cialdini, n.d.). The Nickelodeon brand created a strong sense of community in several ways. Firstly they coined the term ‘Nick Kids’ which made the audience feel like a collective. Additionally, they created a sense of community through a second brand extension, called ‘Nick Takes Over Your Park.’ NTOYP was a travelling event, which would visit Australian cities and towns. I would constantly take note of their advertisements, wishing they’d come to my hometown, but knowing deep down they probably would not. But one day, I saw an advertisement saying they were coming to Lismore and my nine-year-old self was set on going. My desire to attend this Nickelodeon
themed and endorsed event was an example of Belch & Belch’s notion of aspirational reference groups (2012, pp. 135-136). By participating in the event, I was truly going to be a Nick Kid. The event epitomised the Nickelodeon brand image. It was chaotic, fun and young. There was lots of slime. And it was every parent’s worst nightmare. But that is why it was so perfect – it was perfect for the target audience of kids. Even naming the event ‘takes over’ elicited a rebellious-yet-cool feeling all kids find enticing. Other extensions included their annual Kid’s Choice Awards and their mini theme park, Nick Central (both of which I watched and visited). Their extensions were successful as they were logical and consistent with the brand image (Hoefler, 2012). Nickelodeon further built on their sense of community by offering a degree of personalisation to members. Every birthday, I would see my name flash onscreen, and as a nine-year-old, it did not get much better than that. This is exactly why Nickelodeon was so successful. They knew their target audience deeply. Nickelodeon was very clever in the way they interacted with their audience. They appealed to their target audience of children and pre-teens by crafting their messages and advertisements in a cool, fun and sassy manner. Accordingly, they employed the Communication Accommodation Theory, suggesting people will alter the way they communicate with others in order to fit in with them (Dainton & Zelley, 2011, p. 39).
There are several attributes I associate with the Nylon brand. It is creative and fresh due to its content. It is outspoken, young and risky due to its tone. It doesn’t give a damn what people think. It is fast-paced, with a finger on the pulse. It represents adventure and the cultural hubs of New York. Most importantly, it represents my dreams and my future. I can see myself living and breathing the brand image and what it represents. All of these associations have created a positive brand image and a positive CBBE. Nylon in many ways is an aspirational brand. I have always wished I were born American, and Nylon serves as my monthly does of USA. Their magazine has developed an aspirational reference group, in which I yearn to belong to (Belch & Belch, 2012, pp. 135-136). It feels like my aspirations are entrenched in the brand. I want to be a designer. I want to move to New York. I want to work at Nylon. As a Nylon reader, I already associated myself with the Nylon community (Keller, 2008, p. 72). The community feels small, most likely because of the scarcity of Nylon in Australia. What the magazine stands for also adds to the small community feeling. Nylon is unconventional and often on top of trends that do not always go mainstream, making it feel as though its readers are a minority. My relationship with Nylon is also an example of the Associative Network Memory Model. I bought my first issue of Nylon at Borders, and as a result Borders is a node linked to the Nylon network (Keller, 2008, p.51). I have memories attached of me buying Nylon from
Borders every month. Since it was imported, Nylon was expensive and a luxury, and would cost me up to $17.95 per issue. Although irrational, I continued to buy the magazine every month from Borders because I was emotionally connected with Nylon. Nylon offered me something Australian magazines could not offer. The fact it was rare, only added to its appeal, according to Cialdini (n.d.). As Seth Godin (2009) suggests the memories, relationships and expectations of a brand will result in the consumer’s choice of one brand over another. Paying a premium price for the brand, suggests its value to the customer (Godin, 2009). Nylon’s value therefore, sits in my somewhat irrational decision to pay $17.95 per issue when its competitors sat alongside it for half the price. Finally, Nylon’s brand extensions (such as their blog, weekly e-newsletters, iPhone application, online store, books and parties/events) reinforce and feed my love for the brand. These extensions are successful as they are both consistent with their image and logical (Hoefler, 2012). For example, the magazine is an authority on street style, therefore making an extension into street style books and an online store where you can shop the trends, rational.
Peter Alexander is a brand I have grown up with. Every Christmas I would receive a pair of treasured pyjamas from my mum. The glamorous, whimsical and feminine designs were a slice of luxury I would eagerly await every December. Consequently, I have in avertedly inherited the Peter Alexander brand from my mum. I have continued supporting Peter Alexander as I trust mum’s choice and am comfortable with the brand (Letteri, n.d.). In fact, I have grown to love the brand more as time has passed. My love for Peter Alexander has contributed to my interest in design and influenced my style. This has fuelled my desire to attend QCA, and my dream of one day designing Peter Alexander textiles. Peter Alexander has been personified into a delightful, fun, feminine figure. The Pyjama King’s story is endearing, starting on his mum’s dining table. The brand is effortlessly lovable and friendly, embodying traits of Peter himself. These human characteristics trigger an emotional response, which in my case, results in a sustained attraction to the brand due to my affinity to the Peter Alexander persona. (Hackley, 2010, p. 72-73). Moreover, Peter Alexander has successfully developed brand equity in my consumer mind. Just as Belch and Belch (2012) suggest, I have become attached to the Peter Alexander name, due to its intangible persona and image. Accordingly, I have a positive CBBE (Customer Based Brand Equity) with Peter Alexander, as my connection is deeply personal (Hoefler, 2012). I am an advocate of
anything Peter stiches his name on, and am willing to pay his premium prices.
Not all brands reach the coveted stage of brand resonance as Pokémon did with myself. The four categories of this stage will be discussed below.
Pokémon has used brand leveraging exceptionally well. What started as a video game turned into the second most successful video game franchise behind Mario (Boyes, 2007). Pokémon video games has led to books, movies, toys, apparel, trading cards and almost any other merchandise you can think of. As a keen supporter of the brand, my birthday and Christmas list would read like a Pokémon merchandise order form, suggesting very little monetary outlay was necessary for the brand to promote their additional lines and extensions to me (Hoefler, 2012).
2. My genuine love for Pokémon resulted in an Attitudinal Attachment to the brand. My Pokémon games, figurines and cards were among my wordly possessions, and my attitude towards the brand well exceeded positive (Keller, 2008, p. 72).
Nostalgia has the ability to make the past seem even more attractive (Farrimond, 2012), and this is perhaps why I love Pokémon after all these years. Pokémon has created a generation of loyal supporters who will probably love Pokémon forever, and when they have children, pass their love for the brand onto them, starting a cycle of brand inheritance. (Letteri, n.d.). I have kept my Pokémon cards, game boy games and figurines for when I have children, as it was such a huge part of my childhood.
1. Behavioural Loyalty is evident as I would buy (or ask for) anything with the Pokémon name on it, and often would purchase (or have it purchased for me) quickly after its release. This early adopter attitude (Rogers, 2003, p. 282) and loyalty suggests my purchases were both frequent and copious.
3. As a child, I felt a Sense of Community as a result of the Pokémon brand. My brother, our friend Mitchell, and I were all fellow Pokémon users, and consequently bonded over the brand. Our relationship was strengthened because of our mutual love for Pokémon, and this undoubtedly led to an even more supportive brand There is also an element of relationship marketing within attitude (Keller, 2008, p. 72). the Pokémon video game itself. The games allow you to personalise your character, by entering your name. 4. Active Engagement with Pokémon could be demonAs a result, you are part of the game. This indisputably strated by the fact I was so engaged with the brand I leads to a sense of belonging and a true connection with would devote time brainstorming and sketching my own the brand. This could have easily influenced my desire Pokémon. This sort of behaviour goes beyond engaging for Pokémon products, as the video game world had with the brand for consumption (Keller, 2008, pp. 72-74), now become a reality, thanks to toys like Pokédexs and and consequently suggests my strong affiliation with the Pokéballs which not only featured in the game, but could brand led to the highest tier of brand resonance. be purchased in reality.
I have many memories attached to T2 and consequently, the Associative Network Memory Model is applicable. I first stepped into a T2 store in Sydney, and it became a tradition every time I would visit my Sydney relatives. These experiences are now nodes linked to T2 (Hoefler, 2012). Accordingly, T2 now reminds me of the city and my family. T2 is also linked to my time at Bond University. While their organic chai helps me survive exam week, T2 also represents a friendship made at Bond. On a law excursion to Brisbane, I made one of my best friends when we discovered our mutual love for T2. This link is significant and strong, resulting in the brand meaning dramatically more to me (Hoefler, 2012). Finally, there are memories of my 18th birthday â€˜Alice in Wonderlandâ€™ tea party, where T2 was served. This event is now a node, linked to T2, and Alice in Wonderland is now synonymous with the brand. The brand personality of T2 is quirky, clever and funny. Everything down to the handwritten typefaces they use, and their eccentric product descriptions match their brand personality and have contributed to my love and support for the idiosyncratic brand (Hackley, 2010, p. 7273). Their quirkiness has also influenced my design style. My relationship with T2 is an example of emotional bonding. I am emotionally attached to the brand primarily due to the memories I have with T2, and the feelings these memories evoke (Belch & Belch, 2012, p. 298299). Using the brand itself also evokes warm and fuzzy feelings, supporting the earlier notion.
In conclusion, I have a positive CBBE with T2, which undoubtedly impacts the wider community, due to the advocacy role I play out of respect and genuine love for the brand.
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Image and Cultural Space, Bond University, Gold Coast, Queensland, Australia. Hoefler, C. (2012, September 18). Week 2 Lecture – Brand Positions and Values. Unpublished manuscript, ADVT13-10: Advertising, Brand Image and Cultural Space, Bond University, Gold Coast, Queensland, Australia. Hoefler, C. (2012, September 25). Week 3 Lecture – Brand Marketing. Unpublished manuscript, ADVT13-10: Advertising, Brand Image and Cultural Space, Bond University, Gold Coast, Queensland, Australia. Hoefler, C. (2012, October 2). Week 4 Lecture - Integration and Leveraging. Unpublished manuscript, ADVT1310: Advertising, Brand Image and Cultural Space, Bond University, Gold Coast, Queensland, Australia. Hoefler, C. (2012, October 9). Week 5 Lecture – Measuring Brands: As seen by Aacker and Schultz and Schultz. Unpublished manuscript, ADVT13-10: Advertising, Brand Image and Cultural Space, Bond University, Gold Coast, Queensland, Australia. Hoefler, C. (2012, October 16). Week 6 Lecture – Brand Extensions. Unpublished manuscript, ADVT13-10: Advertising, Brand Image and Cultural Space, Bond University, Gold Coast, Queensland, Australia. Hoefler, C. (2012, October 23). Week 7 Lecture - Building a Brand. Unpublished manuscript, ADVT13-10: Advertising, Brand Image and Cultural Space, Bond University, Gold Coast, Queensland, Australia.
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