- · What are Brand
Essence and Brand Personality?
The brand
essence of Levis is young, uncontrollable and a brand which associates with the
youth.
The brand personality
-Young
-Experimental
-Rebellious
-Eccentric
- · Hierarchy of
Effects Model
The main aim of
the commercial was to create awareness about the new addition of the watch pockets
and how the youth could utilize it in various and unconventional ways, hence creating
the awareness and knowledge among the people.
The commercial
targeted the younger generation keeping in mind their rebellious, experimental
and unconventional nature. If the youth identified or connected with the
commercial it would have created liking and preference towards the brand.
And finally, if
the target audience believes, has liking towards that brand and also has the
required resources the last stage which the purchase would take place.
- · What are the
various steps involved in developing communication?
The various
steps involved in the communication are the following-
-The commercial
is made like a story which catches the viewers’ attention as to what would
happen next hence the first step would be to gain the attention of the viewers.
-The next step
is to let to viewer connect or associate with the commercial, which creates
liking towards the brand and indulges and encourages to viewer to go forward
with watching the complete commercial.
-The
communication happens when the message the brand is trying to send is received
by the viewers, keeping in mind the brand image.
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