Brand Symbolism in Marke”ng

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In this module we’ve seen the role of brand symbolism in marke”ng. In this assignment, you will describe a marke”ng situa”on in which you believe
brand symbolism was an important factor.
Op”on 1
Based on your professional experience, describe a marke”ng situa”on in which you believe brand symbolism is an important factor.
1. What is the business opportunity, problem, or goal?
2. What is the desired consumer behavior?
3. What is your hypothesis regarding how consumers perceive “who each brand is for?”
4. What qualita”ve research would you conduct, if any, to explore your hypothesis?
5. How would you test your hypothesis? This could include quan”ta”ve survey research and/or a market test.
6. What marke”ng ac”on would you recommend tenta”vely, based on what you know now? This tenta”ve recommenda”on could be revised, of
course, later in the process when you have gathered more learning.
Presumably, the marke”ng ac”on would be part of a market test
Op”on 2
If you do not have an example of a marke”ng situa”on for this assignment based on your professional experience, please do this assignment based on
brands you have read about in the business press or business literature—or base it on brands you know as a consumer.

Sample Solution

I recently encountered a marketing situation in which brand symbolism was an important factor. The business opportunity was to introduce a new product line for a luxury fashion company, but the challenge at hand was how to differentiate this product from its competitors and establish it as an elite and high-end offering. Through research, we found that incorporating visual elements with already established symbols of wealth, success, and sophistication would be key in communicating the desired message about the brand. Drawing on existing associations between these symbols and their positive connotations provided us with an effective way to create strong associations between our product offerings and those perceived values. We ultimately used images of glamorous cars, beautiful mansions, or expensive yachts as background imagery in campaigns to emphasize the luxurious nature of our products while also reinforcing their messages through visuals.

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