Strategic Marketing

This video, detailing the ‘The Truth About Money in Music’, perfectly describes the truth about brand equity theory when it comes to music. It does so by (1) highlighting the importance of a band’s identity, (2) demonstrating the importance of purpose and meaning for musicians, and (3) describing how the majority of profits for artists are made from live shows, which consolidates intense and active relationships between producers and consumers of music. 1. How is the importance of brand/band identity reflected in the video? The video opens with a question asking artists to provide a history of the band and their biggest milestones to date. The answers to this question reflect the base of Keller’s brand equity theory: brand salience . The video creator does this to create cues used to describe the brand’s identity for the benefit of the audience, which ultimately creates brand salience by promoting awareness through accomplishment association. As is demonstrated in the vide...

The consumption of my reality item suggests that the low price of a good is not indicative of a weak relationship between the consumer and the brand. I argue that low priced goods, when consumed frequently, fosters the development of an extremely strong brand relationship - which results in further benefits to the consumer through customer relationships. Additionally, my reality experience has convinced me that ‘happiness’, in the consumption context, is a combination of the core product benefit, and the functional benefit and social benefit derived from the customer relationship (Beatty et al., 1996). For my reality item, as money is largely a prerequisite of a customer relationship, I will argue that money does buy ‘happiness’.  “G’day Tom number two!”. This was the greeting I received from ‘Tom number one’, a barista at Espresso Room, when I lined up for my daily double-shot flat-white. I have been a frequent customer of the cafe for about a year now, each...

Qantas is an Australian brand that uses its story as a key part of its marketing strategy, this has been effective for a number of reasons; (1) firstly , it has protected Qantas’s brand image from external factors, and (2) secondly , it has fostered a patriotic community investment in the success of the airline. However, there are potential (3) weaknesses associated with an over-reliance on brand story, in my blog I will explain how ‘brand story’ and ‘customer emotional connection’ is linked, and will explain why a customer might develop a negative ‘brand feeling’ (Keller, 2001) in response to a brand story. 1) I believe Qantas’ strong focus on their story as Australia’s most important airline has helped them create a compelling story with a clearly understood central character: the comradery and innovation of the Australian people. This has helped Qantas significantly  throughout the current Covid-19 crisis as brands that do not tell a compelling story ‘risk creating a short-t...

This video, detailing the story of video-store 20th Century Flicks, encapsulates the brand’s nostalgic identity and highlights how this identity has developed over time. This mini-documentary does this by (1) developing a deep and broad awareness of the brands personality, (2) distinguishing between this brand and others similar, (3) detailing what this brand means to the consumer, and (4) highlighting the unique relationship between the brand and the broader community.  https://vimeo.com/393154444 (1) I believe this mini-documentary develops a deep and broad awareness of brand personality because it describes where the video store fits in the (now virtually non-existent) industry. It details the video-rental-store culture of the past, and explains how 20th Century Flicks found success in that era. For me, nothing quite characterised my primary school sleepovers like take-away, too much soft-drink, and renting a movie. This mini-documentary perfectly encapsulates where this...