Advertising and promotion Essay Example | Topics and Well Written Essays - 1500 words

Advertising and promotion - Essay Example Different brands are differentiated by the creation of unique brand logos, brand names, brand values and brand designs as well as typefaces. The first step towards development of a brand is the assessment of the business, how it operates, and the kind of messages to be sent to the consumers. The company should work out its product competencies, assess the existing and potential customer, and find out the feeling of the customers about the brands after which the company considers the development of a new brand within its current customer perception. This is then followed by putting all elements together and creation of the brand (Clifton, 2010). A good example is Reebok from Adidas Group and Jordan Brand from Nike Inc, both which are sports wear brands. Creation of the Reebok brand was inspired by its fitness and its commitment to consumers by empowering them to be fit for life. The success of this product is based on its courage to challenge convention in innovative products developm ent and in the creation of new markets. The Reebok brand comes with different designs, color and strap lines. Despite of these different designs, the brand is highly differentiated with features which persuade customers to love it and even come more loyal to the brand. The Reebok brand and the entire Adidas Group are highly focused on the environment as part of its Corporate Social Responsibility. The company has developed an effective strategy to manage environmental impacts and risks from its brands, and this has promoted its brands value. The creation of Jordan Brand from Nike Inc was inspired by the dynamic legacy, vision and the direct involvement of Michael Jordan. The brand comprises of apparel, footwear and accessories. The creation of the brand was based on the assessment of the existing and the potential customers and the definition of the core competencies of the company. Different brand design, color, different brand names under the shelter of Jordan Brand and strap line s are parts of the Jordan Brand and its different images. The different designs of the Jordan Brand attract different consumers depending on their needs. With the use of different designs, the company is able to persuade different customers to love and like the brand and even increase brand loyalty. The brand values of Jordan Brand are indicated by its Corporate Social Responsibility towards investing in the community in sectors like creativity, sport and education. The engagement of the Jordan Brand in the community has mad the brand to remain active in the market as it has promoted the brand value. Section B: Segmentation, Targeting and Positioning Market segmentation is the process of subdividing the larger market into segments with similar wants, needs and market characteristics. It involves the identification of market portion which are distinct from each other in order to better satisfy all the needs of the consumers. Market segmentation can be achieved by dividing the market geographically, demographically, in terms of their behavior and psychology (Cant, Strydom and Jooste, 2009). Targeting is the process of selecting a certain group in the market in which the company intends to focus its advertising efforts. Targeting can also refer to a group of like minded individuals who are inclined towards similar products and who