When does a product line "brand" you?
I've known about this for some time but overlooked it. It wasn't until recently I've noticed in magazines and television commercials that a product line such as Garnier Hair products or Revlon Cosmetics will advertise a brand and position it so that consumers buy not only the product they are advertising, but also the products that work best with by the same company. You may notice it at the end of a commercial or in the corner of an ad where the company sticks in the other products that work best with said shampoo/eye-shadow. Example being: Noxemma skin care distributes age-reduction creams that offer its best effects if used in conjunction with other noxemma products from that product line. You end up going to CVS or Shaws and purchasing 3 or 4 products by Noxemma that all lend a hand in the ultimate effect of reducing wrinkles and signs of aging from your face (or arms, legs, or any epidermus hehe).
The question I pose is, as titled, at what point does a product line "brand" you as one of their loyal consumers, recognized by others as a user of a specific product line? I myself am sort of an Axe person. I own the shower gel, spray, and their stick deoderant. Am I an "Axe Guy" or just some sucker for the great smells that Axe delivers? You decide.
To answer my own question, I think that when you use two or more products by the same company to get the same effect you desire, you are "branded." It could be anything, from Handyman Tools to Champion Sports Equipment. What'ya think?
-Alex Zucker
posted by Brand007 @ 3:25 PM
2 Comments:
So by "'branding' you", do you mean to imply that using axe shower gel, spray, and deoderant identifies you as a distinctive axe user and nothing else? Although I bet you smell lovely, I am going to have to disagree with you Alex. I believe that you are in no way defined by the products you use.
I do not think that a brand can "own" a consumer in that way. In today's marketplace, I believe that consumers are empowered and informed enough that they can never be truly dominated by a brand.
So yea...
I somewhat disagree with Ryan. I think that although you are not defined by what products you use, you do give off an impression to other people when you use a certain brand. When girls own the Louis Vuitton purses, scarfs, and jewelry, they are letting every one know what type of quality they buy and their social status. However, I do not feel that the consumers are brainwashed into buying products of the same brand just because those products are placed next to each other in an Ad. In the case with the Noxzema skin care, people buy the products from same brand simply because it is more convenient and because they are brand loyal.
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