Hummer, BMW, and Corolla's Brand Personalities Coursework - 2

Hummer, BMW, and Corolla's Brand Personalities - Coursework Example Hummer has a rugged image but to enhance their sales, they decided to change the brand personality to attract the youth and the women. Corolla has a dull image but is keen to give up its conservative approach which projects nothing except dependability. BMW gives rise to feelings of sophistication and yearning and hence is preferred by the wealthy and those who seek importance. It is hence recommended that brand owners should first segment their target market and try to understand the needs of their segment. This would help them design the features as per their requirement and hence would be more appealing to the customers. At the same time, the same brand can appeal to more than one segment and this can be done by appealing to their self-concept.Products and services today are imbued with personality characteristics and are recognized through these characteristics both by the consumers and the marketers. Marketers are trying to project an image of the brand that matches the personal ity of the individual consumer. They try to use marketing material such as advertisements and phrases so that the brand has an emotional appeal to the consumer. This becomes necessary because to buy a product the consumer must have an awareness of the brand. The brand would catch the consumer’s attention if he finds some similarities with his own requirements and personality. This led to the concept of brand personality which has been described by Aaker as a specific mix of human traits that are attributed to a particular brand.   Within a sector, different products and marketers apply different strategies to attract the right customer. Each product has its own specifications and hence they target a particular segment. Thus, the personality of the brand that is projected to the target segment must have similar characteristics and emotional appeal. This paper evaluates how three different automobile manufacturers project their brands to attract the right segment to enhance t heir sales. Online academic journals and some useful websites have been used to study the concept of brand personality in the automobile sector.  

Managing Relationship with Customer Essay Example | Topics and Well Written Essays - 1000 words - 3

Managing Relationship with Customer - Essay Example As the paper highlights CRM enables the enterprise to understand the customer very closely so that its services can be tailor-made to meet each individual requirement. Kotler et al. support these definitions and stated that customer relation management as the â€Å"process of carefully managing detailed information about individual customers and all customer ‘touch points’ to maximise customer loyalty. A customer touch point is any occasion on which a customer encounters the brand and product – from actual experience to personal or mass communications to causal observation†. The essence of CRM is that it clearly recognises the long-run value of potential and current customers, and focuses to increase revenue, profits, and shareholder value through targeted marketing activity such as developing, maintaining, and enhancing successful-customer relationships†. As Kotler et al. suggest, one of the important â€Å"goals of marketing is to develop deep, enduring relationships with people and organisations that could directly or indirectly affect the success of the firm’s marketing activities. Relationship marketin g aims to build mutually satisfying long-term relationships with key constituents in order to earn and learn and retain their business†. Relationship marketing has four dimensions   customers, employees,   marketing partners (channels, suppliers, distributors, dealers, agencies), and members of the financial community (shareholders, investors, analysis) and its outcome is the marketing network, a unique asset for the company.