Building Brand Name Loyalty
[G] Canadian author Naomi Klein tracks the birth of brand marketing in her 2000 book No Logo. According to Klein, the mid-1980s saw the birth of a new kind of corporationNike, Calvin Klein, Tommy Hilfiger, to name a fewwhich changed their primary corporate focus from producing products to creating an image for their brand name. By moving their manufacturing operations to countries with cheap labour, they freed up money to create their powerful marketing messages. It has been a tremendously profitable formula, and has led to the creation of some of the most wealthy and powerful multi-national corporations the world has seen.
[H] Marketers plant the seeds of brand recognition in very young children, in the hopes that the seeds will grow into lifetime relationships. According to the Center for a New American Dream, babies as young as six months of age can form mental images of corporate logos and mascots. Brand loyalties can be established as early as age two, and by the time children head off to school most can recognize hundreds of brand logos. While fast food, toy and clothing companies have been cultivating brand recognition in children for years, adult-oriented businesses such as banks and automakers are now getting in on the act.
Buzz or Street Marketing
[I] The challenge for marketers is to cut through the intense advertising clutter in young peoples lives. Many companies are using buzz marketing a new twist on the tried-and-true word of mouth method. The idea is to find the coolest kids in a community and have them use or wear your product in order to create a buzz around it. Buzz, or street marketing, as its also called, can help a company to successfully connect with the elusive teen market by using trendsetters to give them products cool status.
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