Brand personality thesis

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VoivqLa8xoou (Received may 9, 2012) 2007, axe vice was marketed on a theme of making nice women becoming naughty, when they smell this deodorant. VHqRyktpveoo (Received may 9, 2012) 2008, in July 2008 Axe launched a carwash-themed campaign called the. Guywash following the launch of the, detailer. This campaign conceptualized the shower device as a car wash for men. The different cleaning stations are different parts of the body. This campaign reportedly increased the sales of Axe Shower Gel in the us by 17 and won the gold Effie award for the most effective marketing campaign in the new Product or Service category (Effie award, official homepage, 2010). Vxapaueyi3mM (Received may 10, 2012). Axe also launched with the fictitious rapper.

Spraying on this product will can help get girls. Girls simply love the smell. The Axe effect became part of our targets vernacular, and strong fragrance credentials were established for the brand. Illustration not visible in this excerpt. Advertisement illustration not visible in this excerpt. Over the years, Axe's innovative promotional efforts had been focused on the 'boy gets Girl' theme. The campaigns focus on how the product increased the sexual appeal of young men and highlight essay the strong fragrance which helps men attract women. The brand themed under the device axe is and make you sexy. The advertisement promises men an increased popularity of women, which is called The-axe effect, in addition to a guaranty of 24 hours safety of sweat and stench. 2004, the advertisement of, axe pulse showed, how this fragrance give geeky men enough confidence to dance with women and to get them.

brand personality thesis

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Within two years, a nielsen had recognized that Axe had become the number one male deodorant brand in the country. A position it still holds today. However, Axes arrival in the marketplace changed much more than the share composition of the deodorant market. Competitive male grooming brands took notice of the new product form that Axe introduced to the us (deodorant body spray) and launched competitive (and internet in the case of tag, gillettes new body spray identical looking) products. Additionally competitors began to mirror the emotional approach Axe had taken to communicating. Before Axe, the category spoke very rationally toguys, showcasing gloriously sweaty armpits and high tech solutions to keep you sweat free. Axe differentiated itself by speaking emotionally, with no mention of product efficacy in any communication. The promise of the Axe Effect was incredibly simple.

brand personality thesis

Brand, familiarity and Advertising: Effects on the evoked Set

You can buy axe in different fragrances, in which there are 13 variables on the us-market and 15 on the remaining markets. The variant names between 19 were descriptions of the fragrances, for example musk, spice, amber, marine or Oriental. From 1990 to 1996 geographical names were used, like africa, alaska, java, nevada or Inca (m, 2010). Beside deodorant, Axes product line included grooming using products for men such as body sprays, aftershave, shampoo, skin care and shower gels and since the beginning of year 2012 there are also hair care and styling products dispersed. Failed extensions include Underwear, barbershop and razors and Lynx also ships a shower scrub tool called the lynx Detailer (Axe, official homepage, 2012). Within the new millennium axe has launched in Canada and the United States with great success. Therefore, and as a part of global expansion, Unilever has now launched its first product for women in the. Background to the launch of the axe brand in the us: In 2002, Unilever introduced the Axe range of deodorant body sprays into the United States. The success of the launch surpassed all expectations.

Connecting content to people. Company, resources, plans products, apps. Read the ebook, table of contents 1 Brand overview 2 Survey target Group 3 Maslow Theory 4 Freudian Personality Theory 5 Involvement Theory 6 Conclusion, references, internet sources. Enlargement Range 1 Brand overview, axe is a brand of male fostering products, owned by the Anglo-dutch company Unilever and marketed towards young males in over 60 countries all over the world. Unilever were unable to use the name Axe in the United Kingdom, south Africa, new zealand, Ireland and Australia due to the trademark problems, so it was named Lynx. British soap maker lever Brothers and Dutch margarine producer Margarine Union formed the company Unilever in 1930. The combined unit formed two separate items known as Unilever Plc in London and Unilever nv in Rotterdam, the netherlands (m, 2010). Launched in 1983 in France, axe is successful in Europe from 1985 onwards.

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brand personality thesis

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brand personality thesis

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brand personality thesis
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  1. Know your companys personality (and it doesn. A new measure of brand personality. Master thesis on the effects of (claiming) co-creation on consumers' brand and product perceptions.topics in operations research Fall themed writing paper phd thesis on brand personality how to write an illustration essay free essay writing service.

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