‘In the context of Postmodernity, the focus of brand management has evolved from managing the ‘Thin

Please use some of this information if you can:

– in some cases, no matter how much advertising is done; the actual product is all that matters.

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For example, Air Canada.

– we are being represented through this brand, so we care about whether or not they are performing well.

– we want to be proud of our national carrier. (i.e., flying well, offering best service, not losing luggage, giving it our all.)

– selling the experience socially (i.e., tim hortons selling in the US.)

– the idea of “cred” – shift from a purely business view of brands to a social view.

– the intention has evolved to creating this idea of “more than”; going beyond the physical attributes of a product.

“The American Marketing Assiocation definition of a brand focuses on the brand as just a name or sign to differentiate a product and/or service from its’ competitors.

– you see a logo and typically you can immediately identify what brand it is.

– This concept relies more on graphics.

This idea seems dated.

Modern Definition: A bundle of added values to a product or service.

– you get the product, with addition add ons.

i.e., a restaurant has to have food, tables, chairs, etc. it is expected that they have staff, comfy chairs, an easy to read menu. To be augmented it should have extremely friendly, knowledgable staff, a wide variety of food from their cuisine of focus. For potential, they could provide bread with the table, free dessert on a birthday, free refills, live music/entertainment on some nights.

– Another way brands could be viewed is as a person developing relationship with another person (being the customer) through a set of human characteristics associated with the brand; human characteristics forming a brand personality.

i.e., family, fun, professional, adventure.

– Social media platforms.

– consumer has because the follower – “Illusionary”- Holt; the brand is the leader- cult-like.

– making culture and lifestyle an illusion

– anthropological view: “ customers realisation of self image via consumption of cultural meaning via life-style brands.”

– capitalism is confining people, but giving them the illusion that they have all of the freedom in the world.

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