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Creative Brands
Successful Brand Marketing
How Trademarks Are Used to Appeal to a Person's Sense of Power
Successful brands cultivate an aurora of elitism and luxury around their product, appealing to a person's vain "sense of power" as defined by sociologist Max Weber.
A diva in the automotive industry, Maserati lays claim to some fabulous cars, including the Gran Turismo and Quattro Porte (Maserati). An examination of the Maserati showroom, located in Manhattan, New York, shows dazzling cars and an array of pricey merchandise. Care for a Jacquard Regimental tie? $75. Cotton beach towels run cheap: $82.
With the exception of extra aesthetics, ergonomics and jounce, a Maserati automobile makes little difference to the casual driver. Why would somebody pay an inordinate price for a Maserati car or beach towel? Simply put – it is a Maserati, and Maserati is a brand name.
The Concept of Brand Names in Marketing
Few concepts are as powerful in marketing as “brand names.” The goal of a brand name is to create a brand essence which “creates a relationship with the consumer, making an emotional connection” (BrandWerks). A prominent brand name equals more cash revenue. In 2001, the gargantuan diamond monopoly De Beers announced the end of their century-old cartel and a switch to a “Supplier of Choice” marketing philosophy.
Creative download
In computer networks, to download means to receive data to a local system from a remote system, or to initiate such a data transfer. Examples of a remote system from which a download might be performed include a webserver, FTP server, email server, or other similar systems. A download can mean either any file that is offered for downloading or that has been downloaded, or the process of receiving ...