abhishreshthaa
Abhijeet S
User Imagery
It describes who or what type of person, might use that product / brand. Somebody may identify himself as Mercedes owner or Volvo driver. The recent TVC of Raymond’s,( playing with puppies) focuses on soft side of man (i.e. caring and loving) and also on subtle aspects of life styles of executives. Here the focus is on emotional aspects rather than on functional attributes).
User imagery also communicates about the life style of the user. User imagery results in user-driven image which is transferred to the Brand. Brand personality needs to be updated with change in user imagery and information so that the brand remains contemporary and relevant.
The Thumbsup, Marlboro, are classic examples for 'user imagery' contributing to brand personality & success. In fact, some of the brands have become cult brands in which brand personally played prominent role.
Kingfisher attained distinct personality as fun, frolic and lively supported by their ads and event sponsorships. Smirnoff attained youthful and innovative personality and all their innovative promotions are in tune with the brand personality. MTV has become coolest brand among the youth as channel, with sensible promotions (MTV youth icon award)and believed in talking to the audience/youth and localization of the content.
It describes who or what type of person, might use that product / brand. Somebody may identify himself as Mercedes owner or Volvo driver. The recent TVC of Raymond’s,( playing with puppies) focuses on soft side of man (i.e. caring and loving) and also on subtle aspects of life styles of executives. Here the focus is on emotional aspects rather than on functional attributes).
User imagery also communicates about the life style of the user. User imagery results in user-driven image which is transferred to the Brand. Brand personality needs to be updated with change in user imagery and information so that the brand remains contemporary and relevant.
The Thumbsup, Marlboro, are classic examples for 'user imagery' contributing to brand personality & success. In fact, some of the brands have become cult brands in which brand personally played prominent role.
Kingfisher attained distinct personality as fun, frolic and lively supported by their ads and event sponsorships. Smirnoff attained youthful and innovative personality and all their innovative promotions are in tune with the brand personality. MTV has become coolest brand among the youth as channel, with sensible promotions (MTV youth icon award)and believed in talking to the audience/youth and localization of the content.