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Brand Management
Question 1
The brand positioning depicted in the video is designed to help promote and market
French fashion house Dior's gorgeous and elegant high-value perfumes. The romantic moods
used in the video help attract customers by showing how their fragrances meet the taste of
target customers, mainly couples, by showing uniqueness compared to other perfumes in the
market. The intangible and emotional brand value that Dior Homme is communicating is
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beauty, attractiveness, and adventure through using the high-quality Dior perfume with a
sweet fragrance that is appealing to people in love through showing how their luxury
perfumes create connectedness.
The personality trait that can be ascribed to the fragrance brand in the video is
charming through their elegant style and taste, signifying women are stronger, sure about
themselves from their infinite power when they use quality perfumes from Dior. The intended
target customer for the fragrance is celebrities and women who have a public figure because
the use of the perfume attracts the public and maintains their competitive advantages in their
respective industries. According to the visual display in the video, the fragrance would be
smelling sweet and charming from how the actors are presenting it.
Question 2
Amazon is a brand name used to show the history of the organization it represents,
and it is familiar to the customers as it acts as the cornerstone for positioning goods and
services in the market. The Amazon Logo uses an arrow that points from "A" to "Z," showing
that the company sells everything from "A" to "Z." The meaning conveyed is a key element
of the Amazon brand's DNA in that it shows how the organization has moved from being just
a bookstore to offering a wide variety of goods. The arrow used in the brand name shows
how the organization aims at stretching its services and products to various customer's needs.
The Amazon brand name is strong in its category as it is designed to perform double purposes
(Rahe et al., 2020). For instance, it is designed to look like a smile to ensure that it attracts
more customers. Also, it bears a subtle resemblance that conveys the message that the
organization is friendly and trustworthy.
Question 3
Brand Management
Question 1
The brand positioning depicted in the video is designed to help promote and market
French fashion house Dior's gorgeous and elegant high-value perfumes. The romantic moods
used in the video help attract customers by showing how their fragrances meet the taste of
target customers, mainly couples, by showing uniqueness compared to other perfumes in the
market. The intangible and emotional brand value that Dior Homme is communicating is
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beauty, attractiveness, and adventure through using the high-quality Dior perfume with a
sweet fragrance that is appealing to people in love through showing how their luxury
perfumes create connectedness.
The personality trait that can be ascribed to the fragrance brand in the video is
charming through their elegant style and taste, signifying women are stronger, sure about
themselves from their infinite power when they use quality perfumes from Dior. The intended
target customer for the fragrance is celebrities and women who have a public figure because
the use of the perfume attracts the public and maintains their competitive advantages in their
respective industries. According to the visual display in the video, the fragrance would be
smelling sweet and charming from how the actors are presenting it.
Question 2
Amazon is a brand name used to show the history of the organization it represents,
and it is familiar to the customers as it acts as the cornerstone for positioning goods and
services in the market. The Amazon Logo uses an arrow that points from "A" to "Z," showing
that the company sells everything from "A" to "Z." The meaning conveyed is a key element
of the Amazon brand's DNA in that it shows how the organization has moved from being just
a bookstore to offering a wide variety of goods. The arrow used in the brand name shows
how the organization aims at stretching its services and products to various customer's needs.
The Amazon brand name is strong in its category as it is designed to perform double purposes
(Rahe et al., 2020). For instance, it is designed to look like a smile to ensure that it attracts
more customers. Also, it bears a subtle resemblance that conveys the message that the
organization is friendly and trustworthy.
Question 3
