Brand resonace - Tài liệu tham khảo | Đại học Hoa Sen

Brand resonace - Tài liệu tham khảo | Đại học Hoa Sen và thông tin bổ ích giúp sinh viên tham khảo, ôn luyện và phục vụ nhu cầu học tập của mình cụ thể là có định hướng, ôn tập, nắm vững kiến thức môn học và làm bài tốt trong những bài kiểm tra, bài tiểu luận, bài tập kết thúc học phần, từ đó học tập tốt và có kết quả

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Môn: Marketing (MK191P1)

Trường: Đại học Hoa Sen

Thông tin:

5 trang 1 ngày trước

Tác giả:

Profile Kim Oanh
1. Brand identity
a. salience - awareness: the basic definition of “salience” is how well
something stands out. It’s no use having brand exposure, but it’s
just like every other brand.
Durex is creating a new brand purpose as it looks to “be a lighthouse” for young
people searching for positive depictions of sex. On the other hand, Durex uses
“lozenge,” the shape surrounding the word Durex in its logo. What will use that
through its advertising to spotlight some of the realities of sex and challenge
conventions.
b. Performance: How well the brand fulfills the client or customer's
needs.
According to the research of Vinasearch about safe sex, the condom was the
first choice for the customer with 86.7 percentage with reason: simple, easy to
use, not vice affective like medicine, match with every shape of sex, small to
carry. About inconvenient, 67.8%. Regarding the inconvenience of using a
condom, 67.8% of users say it reduces the feeling of being in love, and 48.4%
feel uncomfortable. Durex knows well that its customers today are not only
interested. To have safe sex that also requires “quality.” Understanding these
hidden needs, Durex creates outstanding product lines with features such as
ultra-thin, fruity scent, and easy-on design, with ribs and floating seeds. It can
be said, Durex's wide range of products has met the preferences and needs of its
customers. Continuous innovation is a competitive strength that helps the Durex
brand retain its leading position in the market, building confidence in quality,
reliability, perfection, and creativity.
c. Imagery: The emotional aspect of meaning is known as “imagery.”
This is an easy one as it refers to the brand’s image and also it’s
related to the others on the social or psychological level
Durex's global marketing strategy targets young people between the ages of 18-
35. Durex focuses on media such as TV, Social Media, and Digital and sponsors
youth events and broadcasts. Sample. This brand has many creative, bold, and
humorous campaigns and advertisements.
In addition to communication activities on social networks, Durex sponsors
reproductive health communication and counseling programs, activities,
protects abused children and supports health counseling programs. Healthy
schools for students, students at universities, and hostels to increase the number
of potential customers.
d. Feelings
Made of natural rubber latex
Straight-walled
For a smoother, more pleasurable experience
Provides protection and helps ensure an intimate connection
Dermatologically tested and 100% electronically tested, 100% safe and secure
Durex is designed for comfort and pleasure. Its easy-on shape and teat end ensures a
smoother, more pleasurable experience, provides protection, and help ensure an intimate
connection between you and your partner, even with a condom.
Durex is 5x tested to ensure safety and quality. Durex lovers can choose different
specifications according to their needs. Durex guarantees Ease of use and ensures
affordability and pleasure. No tear, no fear.
e. Jugdement
Durability, reliability and excellence. These key attributes have made Durex the world’s no.1
condom manufacturer. More than four billion condoms are sold annually, and Durex accounts
for around 29 percent of this global market. The company is a market leader in more than 40
countries. With a long legacy of investment in marketing, research and development, the
company is now recognized internationally as the premium condom brand in terms of quality,
safety and reliability.
The Durex brand is credited with many developments in the condom’s modern evolution.
These include the first lubricated condom, the first anatomically-shaped condom, and, more
recently, the world’s first non-latex condom.
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1. Brand identity
a. salience - awareness: the basic definition of “salience” is how well
something stands out. It’s no use having brand exposure, but it’s just like every other brand.
Durex is creating a new brand purpose as it looks to “be a lighthouse” for young
people searching for positive depictions of sex. On the other hand, Durex uses
“lozenge,” the shape surrounding the word Durex in its logo. What will use that
through its advertising to spotlight some of the realities of sex and challenge conventions.
b. Performance: How well the brand fulfills the client or customer's needs.
According to the research of Vinasearch about safe sex, the condom was the
first choice for the customer with 86.7 percentage with reason: simple, easy to
use, not vice affective like medicine, match with every shape of sex, small to
carry. About inconvenient, 67.8%. Regarding the inconvenience of using a
condom, 67.8% of users say it reduces the feeling of being in love, and 48.4%
feel uncomfortable. Durex knows well that its customers today are not only
interested. To have safe sex that also requires “quality.” Understanding these
hidden needs, Durex creates outstanding product lines with features such as
ultra-thin, fruity scent, and easy-on design, with ribs and floating seeds. It can
be said, Durex's wide range of products has met the preferences and needs of its
customers. Continuous innovation is a competitive strength that helps the Durex
brand retain its leading position in the market, building confidence in quality,
reliability, perfection, and creativity.
c. Imagery: The emotional aspect of meaning is known as “imagery.”
This is an easy one as it refers to the brand’s image and also it’s
related to the others on the social or psychological level
Durex's global marketing strategy targets young people between the ages of 18-
35. Durex focuses on media such as TV, Social Media, and Digital and sponsors
youth events and broadcasts. Sample. This brand has many creative, bold, and
humorous campaigns and advertisements.
In addition to communication activities on social networks, Durex sponsors
reproductive health communication and counseling programs, activities,
protects abused children and supports health counseling programs. Healthy
schools for students, students at universities, and hostels to increase the number of potential customers. d. Feelings Made of natural rubber latex Straight-walled
For a smoother, more pleasurable experience
Provides protection and helps ensure an intimate connection
Dermatologically tested and 100% electronically tested, 100% safe and secure
Durex is designed for comfort and pleasure. Its easy-on shape and teat end ensures a
smoother, more pleasurable experience, provides protection, and help ensure an intimate
connection between you and your partner, even with a condom.
Durex is 5x tested to ensure safety and quality. Durex lovers can choose different
specifications according to their needs. Durex guarantees Ease of use and ensures
affordability and pleasure. No tear, no fear. e. Jugdement
Durability, reliability and excellence. These key attributes have made Durex the world’s no.1
condom manufacturer. More than four billion condoms are sold annually, and Durex accounts
for around 29 percent of this global market. The company is a market leader in more than 40
countries. With a long legacy of investment in marketing, research and development, the
company is now recognized internationally as the premium condom brand in terms of quality, safety and reliability.
The Durex brand is credited with many developments in the condom’s modern evolution.
These include the first lubricated condom, the first anatomically-shaped condom, and, more
recently, the world’s first non-latex condom.