We all have brands we insist upon, be it soft drinks (Coke vs. Pepsi), personal

Question

We all have brands we insist upon, be it soft drinks (Coke vs. Pepsi), personal care products (Pantene, MAC, Axe, Old Spice, Head and Shoulders), clothing items (Old Navy, Levi Strauss, Lucky Brand), accessories (Coach, Michael Kors), electronics (Apple, Samsung, Sony), etc.

Have you ever considered why you prefer these brands? Brand names have a value that far exceeds the generic product. Brand value is affected by our relationship with and loyalty to our favorite brands.

Your post for this discussion will have two parts. First, you will reflect on how brand communication has influenced your personal brand preferences. Then, you will apply your understanding of the impact of brand communication to the focus product or service you chose in Module 1.

Part #1: Reflect

Identify a brand (other than your focus product or service) that you insist upon using in your personal life and respond to the following questions:

1. Why do you purchase this brand? What needs and wants does it fulfill for you?

2. Describe the image of this brand. Is it exclusive, luxurious, dependable, no frills, etc.?

3. Brands often take on human characteristics. How would you characterize the personality of this brand? Is it exciting, fun, sexy, geeky, bold, steadfast, etc.?

4. How has the brand’s communication affected your perception of the brand? This could include the advertising, packaging, logo, sales promotion, personal selling, customer service, public relations, etc.

Part #2:

Apply Address the following questions for your focus product or service (selected in the Module 1 Wiki):

5. What needs and wants does your focus product or service fulfill for customers?

6. How would you characterize the brand image of your focus product or service?

7. How do you think this brand image can be improved to enhance brand equity?

Explanation / Answer

Answer 1:

The brand loyalty which I have, is towards Lufthansa Airlines.Whenever I travel globally, I trust Lufthansa as a brand. Their fare charges will be higher compare to other airlines, but they really do not compromise on comfort and trustworthiness. This brand have huge respect internationally for travel. The way they maintain their aircrafts is one of the best in the world. Moreover the proven trust which world have on german engineering is amazing. What I like and motivate me to prefer Lufthansa over other brands is, they are the world's biggest MRO service providers for many airlines in the world for their aircraft fleet. So, travellers have trust on quality of Lufthansa's aircrafts.

It definitely fulfill all my need and wants like luxurious travel, excellent meal and drinks.And the kind of respect you feel in Lufthansa tickets is amazing. I feel proud to own those tickets and especially their frequent flyer programme, miles and more benifts are cherry on the top, which makes me feel prestigious and compelling appeal.

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