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Heather – ENG3C – Unit 1
Week 2. Session 2
Media Unit:
Lifestyle Branding
What is lifestyle branding?
The term refers to the attempt by a company to create an image of a brand that is
associated with a particular cultural lifestyle and personal identity more than it sells
the product.
What about the product?
The product itself often appears to play a lesser role in the marketing campaign than the
image. Instead, products will be purchased because they create and promote the lifestyle
the company hopes will appeal to consumers.
Examples of lifestyle branding:
Many lifestyle brands purposely refer to existing groups or cultures. A prototypical lifestyle
brand is Abercrombie & Fitch. A&F has created a lifestyle based on a preppy, young Ivy
League lifestyle. Their retail outlets reflect this lifestyle through their luxurious store
environment, admirable store associates (models), and their black and white photographs
featuring young people living the Abercrombie lifestyle. In doing so, Abercrombie & Fitch
has created an outlet for those who lead, or wish to lead this lifestyle
Although lifestyle brands are relatively uncommon in the electronics and computer
industries, Apple became a lifestyle brand after it expanded its market share into the music
industry through its iPod digital music player. The iPod and the ubiquitous white
headphones included are also deemed a fashion accessory by some and may be considered
a status symbol. Apple works hard to sell us a young, urban and sexy (yet sleek) lifestyle.
Their minimal-looking products reinforce the sleek and technologically-friendly lifestyle.
What type of people does lifestyle branding target?
Lifestyle branding can be an effective way for marketing messages to reach younger
consumers who have already become immune to most forms of advertising in the
traditional media. Using the lifestyle brand definition can bypass the cynicism of younger
consumers and appeal to their desire to be attractive and popular with the hottest new
product. Lifestyle brands offer consumers a way to customize the product choices they
make. Purchasing becomes an important part of expressing personal identity
Lifestyle branding as a marketing strategy is more likely to be effective for younger
consumers who are already very comfortable with technology and social media. Expressing
personal preferences through branding choices and sharing these preferences in social media
can be extremely effective with certain products. Lifestyle branding may not necessarily be
effective with older consumers who no longer feel the need to express themselves with their
brand choices.
Heather – ENG3C – Unit 1
Week 2. Session 2
Heather – ENG3C – Unit 1
Week 2. Session 2
For example, a brand may wish to create an image of itself as the lifestyle choice of
young, hip, music-loving surfers. Using lifestyle brand marketing to this group will rely
heavily on social media promotions as well as ad placement at events such as music
festivals and surfing competitions.
A small company that is just starting out should focus on creating social buzz for just one
highly desirable product category at a time. Trying to do too much too soon can dilute the
brand. If the products in the category are truly sensational, the buzz will build as long as
there is a concerted effort to reach those decision makers in the social population that can
tilt their followers to want that product.
To create an effective lifestyle brand will require consistently great visual images. The
effective use of blogging and social media is essential in creating the image of the
product or company that is being marketed as a lifestyle brand.
Lifestyle branding can be an effective way for marketing messages to reach younger
consumers who have already become immune to most forms of advertising in the
traditional media. Using the lifestyle brand definition can bypass the cynicism of younger
consumers and appeal to their desire to be attractive and popular with the hottest new
product. Lifestyle brands offer consumers a way to customize the product choices they
make. Purchasing becomes an important part of expressing personal identity.
Lifestyle branding as a marketing strategy is more likely to be effective for younger
consumers who are already very comfortable with technology and social media.
Expressing personal preferences through branding choices and sharing these preferences
in social media can be extremely effective with certain products. Lifestyle branding may
not necessarily be effective with older consumers who no longer feel the need to express
themselves with their brand choices.
Established brands are now competing with new innovators in the marketplace for the
attention of those consumers who have strong desire for personal expression in their
product choices.
Heather – ENG3C – Unit 1
Week 2. Session 2
Lifestyle Branding:
A lifestyle brand is a brand that attempts to embody the values and aspirations of a group
or culture for purposes of marketing.
Each individual has an identity based on their choices, experiences, and background (e.g.
ethnicity, social class, subculture, nationality, etc.). A lifestyle brand aims to sell product by
convincing potential customers that this identity will be reinforced or supplemented if they
publicly associate themselves with the brand.
Many lifestyle brands purposely refer to existing groups or cultures. A prototypical lifestyle
brand is Abercrombie & Fitch. A&F has created a lifestyle based on a preppy, young Ivy
League lifestyle. Their retail outlets reflect this lifestyle through their luxurious store
environment, admirable store associates (models), and their black and white photographs
featuring young people living the Abercrombie lifestyle. In doing so, Abercrombie & Fitch
has created an outlet for those who lead, or wish to lead this lifestyle.
Another source of lifestyle brands is subcultures. Burton has built its lifestyle brand by
drawing on the snowboarding subculture and Quiksilver has done the same with the surfing
community.
Brands that "represent" specific stereotypic or lifestyle demographic focus on evoking
emotional connections between a consumer and that consumer's desire to affiliate him or
herself with the represented demographic.
Success
One key indication that a brand has become a lifestyle is when it successfully extends beyond
its original product category. For example, Nike used to be a product-focused company
focusing on making running shoes. But over time, the company and its logo has become
associated with the athlete subculture. This has allowed Nike to expand into related athletic
categories, such as sports equipment and apparel. Gaiam started out as a yoga company, but
has had great success in developing a lifestyle brand, which has allowed them to move into
other markets as varied as solar power and green building supplies.
It appears that for some companies, an important component of becoming a lifestyle brand
is expanding their product line to their company name and image with several products
associated with a group or culture. Examples include Calvin Klein licensing its name to a
perfume called CKOne, and Harley Davidson selling branded merchandise to its customers.
Other successful lifestyle brands include Abercrombie & Fitch and Gucci.
Although lifestyle brands are relatively uncommon in the electronics and computer
industries, Apple became a lifestyle brand after it expanded its market share into the
music industry through its iPod digital music player. The iPod and the ubiquitous white
headphones included are also deemed a fashion accessory by some and may be
considered a status symbol, although this is somewhat debatable.
Heather – ENG3C – Unit 1
Week 2. Session 2