Choose THREE brands. For EACH brand:
1) Sum up the brand values in 100 words, making reference to Dyer’s lines of appeal.
2) Distil the brand values into one sentence of no more than 10 words.
3) Sum up the brand in ONE word.
Example: Starbucks
1) The Starbucks brand is clever because it comes across as a friendly, local-style company when it is in fact a massive global business. Its brand values would be about quality, lifestyle and a personal touch. Starbucks could fit into several of Dyer’s lines of appeal: Happy families - everyone wants to belong, hence Starbucks asking your name when you order. It could also fit into Successful careers – Starbucks is for hard-working, successful people who want to enjoy life. Finally, Self-importance and pride links to Starbucks taking coffee seriously and its employees and customers having genuine passion for the brand. (100 words)
2) The Starbucks brand is about quality with a personal touch.
3) Starbucks in one word: Passion.
ASOS
Asos is a online company which sells clothes and shoes and etc. They sell a lot of brands as well for a cheaper prices but they sell plus size clothing. This is a good thing because they cater for everyone and they are a well known online website. Asos fits into Dyer's line of appeal which is self importance and pride because they allow Plus size people to be fashionable and keep up with the latest trends by selling clothes for them.
Asos is about affordability and clothing for everyone.
Asos: Value
Apple
Apple is a company that sells tech such as phones, iPad's, computers and more. Apple would fit into several of Dyer's line of appeals: Rich, luxurious lifestyles, elite people or experts and finally, successful careers. Apple is a inventive, imaginative and creative brand, coming across to customers around the world as a intelligent modern business making the use of smartphones much more efficient and enabling it to provide a wider range of use, for example allowing banks to create apps on the app stores so customers can access their bank online rather than having to visit a branch.
Apple is about high quality high price.
Apple: Quality
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