Brand Personality

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Business Finance

Description

Choose an organization with which you are familiar or use the organization you chose for the Week 1 assignment.

Create an 8- to 10-slide Microsoft® PowerPoint® presentation with speaker's notes representing how this organization manages and develops its brand personality, and deliver the following:

  • Find an ad (digital or non-digital) that you feel communicates a strong brand personality. Include this ad in your presentation.
  • Describe that brand personality in terms of the dimensions in Figure 10-2 (p. 369 in Consumer Behavior: Building Marketing Strategy).
  • Describe the various techniques used in the ad (celebrity endorser, user imagery, executional factors, etc.) and how that links to the personality they are communicating.
  • Review what traits you believe are good to have in a brand personality.
  • Analyze how this brand personality impacts competitive positioning.
  • How does this ad impact your belief in the brand or impact your motivation to purchase from this organization?

Format your presentation consistent with APA guidelines.


I have attached Weeks one assignment.

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Running Head: CONSUMER BEHAVIOR 1 Consumer Behavior April Parham MKT/435 December 4, 2017 Professor Dustin 2 CONSUMER BEHAVIOR Southwest Airlines The Southwest Airlines Company is the world’s largest carrier with prices that are relatively low. The airline which is based in the United States was established by Herb in the year 1967 where it started as Southwest Airlines. The success of the company is coined to the high-quality employees who are hired and their number which is about 55,000 staff enabling the carrier to operate 4,000 departures every day during the high season. About 47 years of service, the organization continues to differentiate itself from other companies in the travel industry (Bravman, 2016). This success is related to the various strategies that are employed including the marketing strategy with the company being one of those which implement a grand strategy. For every business, the consumers of the products or services that you produce are the primary determinants of your success or downfall. The consumer factor is very essential, and marketing strategies should be aimed at turning consumers into your loyal customers. For many businesses, the perception of the customer being always right is common and determines the success of such particular firms. Customers associated with an organization should want to purchase their products, buy the specific products, come back to buy again and also refer to their friends about the services or products that they have used. To achieve the state, each business must ensure that it has superior efficiency, quality, innovation and it responds to customers all the time. Over the past years, many changes have occurred regarding the shift in economic, social, political and technological aspects. These factors have mainly contributed to the change in consumer needs and behavior. Access to education has made consumers more complicated in CONSUMER BEHAVIOR 3 their needs while also they understand what exactly it is they need (Solomon, 2014). These changes occur on a daily basis, and for a company to be competitive, there is need to understand consumer behavior regarding what they prefer, quality, and price among other aspects. For a firm knowing what customers need and how to acquire this information is crucial. To be able to stand at the top of a business that is regarded to be challenging, the Southwest airline had first to determine what their customers’ needs were. This crucial information was obtained by creating a system where feedback is cherished, and the opinions for advancement considered carefully. The company uses ways such as researching the purchase trends, conduct surveys about the current products in the market and ways to improve them, benchmarking competition strategies from competitors and also innovating new and unique products are tailored towards the needs of customers (Weiss et al 2017). The information gathered from the research then provides information on what particular products different customers want. The process then shifts to the company focusing on how they will attain superior efficiency, innovation, and responsiveness to customers. As a way to ensure that there is a constant flow of information that helps provide feedback to the organization, Southwest airlines utilize a value chain management methodology. This chain focuses on lowering the amount of input, increase the effectiveness of services as well as innovation. The employees in this carrier are also highly valued because their constant interaction with customers can help them understand the particular needs of customers. During the annual meetings, the top management in this organization takes note of the development and innovative opinions given by employees which are based on their observation about the needs and interest of employees. CONSUMER BEHAVIOR 4 In many circumstances, a business has to change its marketing strategy to fulfill the needs of customers for it to be successful. Therefore, consumer’s behavior mostly impacts marketing strategies of any company in several ways. One of the primary strategies of the airline that has been influenced is the product positioning. For many carriers, the flying affair has to be expensive, and people are placed in social classes which discourage most passengers from using this mode of travel. However, Southwest airlines take a different direction where it projects its image as the only low-fare, point-to-point carrier with a high frequency. The passengers in the airline are treated equally, and there is no transfer of luggage to other carriers. These attributes make traveling more fun and easier hence aligning them with customer needs. Getting to a meeting on time is essential for most people who make business travels every day. By realizing that this is what customers need, Southwest airline came up with a slightly weird strategy but which helps to differentiate it from competitors. For example, by not assigning seats to passengers, airplanes can turn faster at the gate making it possible to take more routes flown per day and at a lower cost. This strategy helps the company to gain a lot of revenue while the passenger’s needs are catered for when they get to their destinations on time and with the lowest fares possible (Jarach, 2017). The other strategy that has been impacted is the pricing strategy. The idea of SWA is to provide services at a lower cost while also making a profit. The need for people to travel across cities by using other modes of travel necessitated the carrier to introduce lower prices that saw a rise to 26,000 people using air travel as compared to 8,000 who used it between Louisville and Chicago weekly. Saving both time and money while also getting quality services is the most critical thing that passengers consider. The reservation process using computer reservation systems was tedious for customers. The airline hence came up with an innovation where the ticketless travel CONSUMER BEHAVIOR 5 option was introduced. The customers loved the idea which saved their time while it also worked for the company by reducing the cost of printing papers. This aspect is combined with the fact that the firm, unlike others, does not use travel agents to distribute their products. For SWA, bookings are made directly using the phone and internet where no intermediary is involved. These aspects of product distribution strategy have contributed towards the success of the company. 6 CONSUMER BEHAVIOR Reference Bravman, J. (2016). Southwest Airlines and Delta Air Lines: A Review of Key Planning Optimization Activities and Their Execution During 2015. Jarach, D. (2017). Airport marketing: Strategies to cope with the new millennium environment. Routledge. Solomon, M. R. (2014). Consumer behavior: Buying, having, and being (Vol. 10). Upper Saddle River, NJ: Prentice Hall. Weiss, E. N., Weiss, E. N., Friesen, M., Friesen, M., Weiss, E. N., & Weiss, E. N. (2017). Southwest Airlines: Singin’the (Jet) Blues. Darden Business Publishing Cases, 1-16.
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Explanation & Answer

please find the attached file. i look forward to working with you again. good bye

BRAND PERSONALITY
Consumer Behavior
April Parham
MKT/435
December 4, 2017
Professor Dustin

• The southwest company success is coined to the high-

quality employees who are hired and their number which is
about 55,000 staff enabling the carrier to operate 4,000
departures every day during the high season.
• For every business, the consumers of the products or
services that you produce are the primary determinants of
your success or downfall.
•The consumer factor is very essential, and marketing
strategies should be aimed at...


Anonymous
Just what I was looking for! Super helpful.

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