TysonSxM
PROMPT: In response to Deborah, address the following: Compare your…
PROMPT: In response to Deborah, address the following:
Compare your views on how important a brand is to you when making purchasing decisions with the views of Deborah. Can you elaborate on how your perspectives contrast with Deborah’s? How might they be aligned?
Share your thoughts on the importance of an emotional connection with the brand.
Share your thoughts on how companies should handle customer concerns related to the brand.
Deborah’s Post
Share your initial thoughts on what the brand means to you. How do brands impact your spending decisions?
The Business Dictionary describes a brand as a “Unique design, sign, symbol, words, or combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. Over time, this image becomes associated with a level of credibility, quality, and satisfaction in the consumer’s mind.” In other words, my perception of a product is based on comparing one brand and others. When I look at brands, I go with product quality, longevity, and customer service associated with such products, which determines my spending habit.
Choose one of your favorite brands from an industry such as e-commerce, automobiles, shopping, restaurants, technology, etc., to answer these questions:
Amazon is an eCommerce retailer, and I shop there several times a month.
When making a purchasing decision, is the brand important to you? What about the brand resonates with you?
Amazon Prime makes it easy for me to get my items the next day and, sometimes, same-day delivery. It is convenient, and because several vendors are on the platform, it is easy to find competitive prices.
Determine whether your favorite brand has a stated “brand promise.” If so, what is it? If not, identify one from another company of your choice. Remember, the brand promise is usually different than a tagline or slogan.
According to Adobe Business, a brand promise is a value or experience a company’s customers can expect to receive every single time they interact with that company. The more a company can deliver on that promise, the stronger the brand value in the mind of customers and employees. Based on the above definition, Amazon’s brand statement is its ability to deliver to its clients within a day or two using Amazon Prime and the flexibility for customers to return their purchases within 30 days of receipt. This is what makes Amazon stand out from other online retailers.
Do you have an emotional connection with the brand? If so, can you describe it briefly? Consider factors such as trust, respect, and other strong feelings.
I won’t say I am emotionally connected to the brand, but its convenience makes me shop there often. Also, one can find almost anything on Amazon.
When considering a purchase, do you look first for your favorite brand? This may be considered top-of-mind awareness or the first brand to come to mind. Provide an example of a brand that is on top of your mind.
When considering a purchase, I would look on Amazon first to see if I can get the item within two days and look at the cost; then, I would look at the number of reviews and go by the most highly rated product.
My Post
1. Share your initial thoughts on what brand means to you. How do brands impact your spending decisions?
Consumers tend to associate well-known brands with quality, consistency, and reliability, which can greatly impact their spending decisions. Brands represent a promise of positive experiences and trust that can influence consumer choices by providing a sense of familiarity and dependability.
As I get older, I find myself placing a higher value on quality and durability. Especially when making a significant purchase, I conduct thorough research and exercise due diligence to ensure I invest in reputable brands.
2. When making a purchasing decision, is the brand important to you? What about the brand resonates with you?
Personally, I consider the brand to be a crucial factor when I make a purchasing decision. Though I’m unsure whether it’s a conscious or subconscious preference. I personally chose Starbucks as my go-to brand for coffee. A morning cup of coffee is a must-have in my daily routine, and Starbucks is a well-known brand for its quality coffee and exceptional café experience. I appreciate this brand for its unwavering consistency in providing high-quality products, a diverse range of offerings, and its dedication to sourcing ethically-produced coffee. The brand’s focus on creating a unique “Starbucks Experience” that offers customers a friendly and cozy environment is also something that resonates with me and many consumers.
For instance, an individual who frequents Starbucks may opt to prioritize purchasing from the coffee chain due to their unwavering trust in the dependability and superiority of their goods and admiration for their holistic ambience. Rather than just going to the Bodega at the corner of the street in their neighbourhood.
3. Determine whether your favourite brand has a stated “brand promise.” If so, what is it? If not, identify one from another company of your choice. Remember the brand promise is usually different than a tagline or slogan.
Starbucks’ brand promise is “To inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time” (Starbucks, n.d.). This commitment goes beyond the simple act of providing coffee. It entails an unwavering commitment to cultivating personal connections, cultivating a feeling of togetherness, and guaranteeing a consistently enjoyable experience at their establishments. Starbucks is a renowned company that places a high premium on its relationship with the community and the world at large. The company is deeply committed to Corporate Social Responsibility and Corporate Social Sustainability, striving to engage actively with employees, their families, local communities, and society as a whole to enhance the quality of human life, safeguard the environment, and stimulate long-term economic progress. Starbucks’ dedication to social responsibility is evidenced by its robust social and environmental programs, which are designed to make a positive impact on the world for a better future for all. The company’s initiatives include supporting smallholder farmers, investing in local communities, promoting ethical sourcing, reducing waste, and fostering a culture of sustainability. Through its unwavering commitment to Corporate Social Responsibility and Corporate Social Sustainability, Starbucks is transforming the world, one cup at a time.
4. Do you have an emotional connection with the brand? If so, can you describe it briefly? Consider factors such as trust, respect, and other strong feelings.
I do not believe I have an emotional connection but rather a preferential connection with Starbucks as I admire and respect what they sell, represent, and stand for. I must note, however, that consumers often develop emotional attachments to brands. For instance, upon entering any Starbucks store, a customer may experience a feeling of comfort and familiarity. They may also trust the brand to offer a consistent and high-quality experience. Additionally, the customer might feel that the brand shares their personal values, such as a dedication to ethical sourcing.
5. When considering a purchase, do you look first for your favourite brand? This may be considered top-of-mind awareness or the first brand to come to mind. Provide an example of a brand that is on top of your mind.
Yes, I believe we all have brands that jump to the forefront of our minds when it comes to making particular purchases be it consciously or subconsciously. Another product I love is colognes. The first brand that jumps out to me is Mont Blanc, the reason is due to the fact I know I will be purchasing colognes of quality. From a marketing perspective, they have mentally conditioned us as consumers that align the brand as being of, “sustainable value, highest quality, excellence in craftsmanship, and creativity make our products elegant and refined objects, which enrich the individual style of our customers. A Montblanc product is luxury because it’s a lifetime companion that is worthy to be handed down to the next generation” (Adams, 2013). Taking it back closer to home with Starbucks, numerous consumers have a strong awareness of their preferred brands. As an illustration, a coffee enthusiast might immediately consider Starbucks when deciding where to purchase coffee due to the brand’s positive track record, extensive availability, and effective branding strategies.
References
Adams, A. (2013, March 14). Montblanc On How To Be A Luxury Brand For Many.
Forbes. https://www.forbes.com/sites/arieladams/2013/03/14/montblanc-on-how-to-be-a-luxury-brand-for-many/?sh=ad9334548812
Starbucks. (n.d.). OUR MISSION. Starbucks Coffee Company. Retrieved July 3, 2023, from https://livingourvalues.starbucks.com/en-us/mission-values
