Read the following and answer the question below: In what other ways does their
ID: 397516 • Letter: R
Question
Read the following and answer the question below:
In what other ways does their brand establish a distinctive brand identity or connect with consumers?
Read this: The brand I picked is Amazon. www.amazon.com I am what my husband calls a "Prime-a-holic". Amazon Prime is amazing. They have a program called subscribe and save which for a busy mom like myself it is a lifesaver. Every month I have my sons diapers and wipes delivered right to my front door. I also get our dog food and dish soap through this program too! I think this program really generates loyalty because every month you are agreeing to purchase the same products through Amazon. This is all about convenience.
Another way they communicate their identity is through their "Prime" membership. This is a membership where you get free 2 day shipping. You pay $99 a year or for students it is cheaper and if you have a "store" through Amazon it is totally free. Everyone knows Amazon for their "Prime" It is what makes them so special because no other company really offers free 2 day shipping. When you are in a pinch and need something fast Prime is the way to go!
Explanation / Answer
There are multiple ways in which Amazon prime establishes a distinctive brand identity:
1. Great Content - With Prime membership you get access to latest content - movies, TV shows and Amazon original series. There is no other e-commerce company or retailer venturing into this space. If your favourite TV show ties up with Amazon, it creates a stickiness to get the Prime membership to watch it. For example - I have a Hotstar membership just for Game of Thrones.
2. Cost Benefits - Being a Prime member, you get earlier access to most of the sales happening on the platform. By paying $99 you are an hour or even sometimes a day earlier to get products during the sale. Sometimes, exclusive sales are held for prime members.
3. Access to new features - Amazon Music was rolled out free of cost to all Prime Members. This makes the user feel special to get added features at no cost to them.
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