1)Do you think a brand should have a rigid brand philosophy that should be appli
ID: 384886 • Letter: 1
Question
1)Do you think a brand should have a rigid brand philosophy that should be applied wherever it goes? 2)Where does a brand stand in using a celebrity is not shadowing the brand and the brand message is conveyed in a right way?Could you think of other examples where celebrity usage is a success or a failure and why? 3)If you were assigned for preparing the next international advertisement campaign for the company what would be your ideas for the campaign? 4)What do you think about the choice of “Mediterraneanness” in the advertisement campaigns?Would you prefer adaptation strategy?Why? 188 Part2 IMC ADVERTISING TOoLs CASE 2 MAVIJEANS: DESIGNING THE COMMUNICATION STRATEGY i which means "blue" in Turkish,is for high quality, great fitting and fashion-forward premium denim. Time magazine chose Mavi as one of the top 16 jeans brands worldwide. The com- pany was founded in Istanbul in 1991 and designs a full collec- tion of denim clothing for young women and men In addition to being Turkey's leading jeans brand for the past 16 years, it is also sold at 4,000 sales points, in 285 stores and across 50 Mavi believes that 'design carries the product to the brand and has multi-cultural design teams based in Istanbul, New York,Vancouver, and Sydney.Although Turkish companies usu- ally start their overseas expansion in nelghboring countries, Mavi did the opposite and started in the homeland of jeans, in the USA Mavi's first international advertising campaign was Mavi have distinguished their brand from competitors'by em Made in Maviland" in 2001, which was broadcast on TV chan- phasizing the "Mediterraneanness' of their jeans nels in the USA, Canada, and Germany, and was supported by outdoor and rmagazine ads. Following that campaign in Mavi Fit'was launched with Maroon 5's first single, "This Love the brand's world-wide strength. In the TV ad, Adriana Lima In 2007, Mavi collaborated with Italian fashion photogra- visits the Mavi store in New York and the entire store turns to a MaviAdriana Lima catwalk. The global pillar of the campaign b pherOliviero Toscani in the Mavi Fits local brand's 'Mediterraneanness'was been elaborated in a bold way. an outdoor campaign where Adriana Lima is pictured together Jeans, the core product of Mavi, were styled as headwear, and with Jon Kortajarena, a globally-recognised male model. The Mediterranean object evil eyes used as a necklace--to show the soul and courage of and across Europe conveying the message that Mavi is a global the brand s were used in an prominant way-big worldwide campaign has had phenomenal success in Turkey In 2008 Mavi again collaborated with well known creatives. 1. Do you think a brand should have a rigid brand philosophy attractive fashion brand this time Serbian film director Emir Kusturica, in a local cam- that should be applied wherever it goes? paign entitled "Emir Kusturica for Mavi: Reflecting again the t roots of Mediterraneanness, the campaign was insplired by the 2 Where does a brand stand in using a celebrity where the spirit of Kusturica's famous film Underground celebrity is not shadowing the brand and the brand message Mavi launched another global campaign in 2011 to cele- ples where celebirity usage is a success or a failure and why brate its 20th year, featuring the slogan "The Jean is Mavi'The photographs, taken by Mert and Marcus, fashion photogra- phers who most influential and inspirational creative working in fashion in 2011, spread throughout global media 3. If you were assigned for preparing the next international were named by Industrie magazine among the fifty advertisement campaign for the company what wouild be your ideas for the campaign? 4. What do you think about the choice of "Mediterranean- Mavi's 2012 global ad campaign with world famous model nes in the advertisement campaigns? Would you prefer adaptation strategy?Why? Adriana Lima has been a huge success that once more provedExplanation / Answer
1. Yes a brand should have a solid philosophy that should be applied and taken to wherever possible.
It works effectively for the business and works as a brand strategy by providing competitive edge with its strong brand philosophy. It also effectively delivers the message and helps to the set of audience. It offers strong foundation for the brand and works effectively to strongly relate to the brand message and communicate it across effectively.
2. When a celebrity is used for brand then it tends to shadow the actual message because of the overpowering celebrity. Sometimes the celebrity endorses more than one product and there is no exclusivity. The audience tends to get confused with the message and all they remember is the celebrity instead of the strong brand message. There are also certain emotions attached to the celebrity. The negative image regarding the celebrity can completely ruin the view of the brand message.
For example the Pepsi ad with Kendall Jenner had negative perception from the beginning because of her association with it. Of course the message they tried to portray was wrong but her association worsened the situation.
Even when the celebrity has negative publicity it does ruin the brand image and the message.
3. I would use the creative campaign effectively with the focus on social media to reach out to an audience of global community. The outdoor campaign would be designed on a strong way with the use of strong and attractive popular models.
4. Adaptation is an important strategy that works while designing a strong campaign for the global audience. One constant message in the global audience cannot be expected to work effectively. The choice of Mediterraneanness theme in the campaign would not cater to the audience in Asia for example. It selectively only caters to a specific type of audience to understand the campaign.
Related Questions
Navigate
Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.