Flat Earth

Flat Earth is trying to target women and those who want to eat healthy. I definitely agree with the positioning of this brand. I feel they are trying accommodate those who want and choose to eat healthy rather than the junk food junkie's. Flat Earth is more focused on getting their brand out there and getting their admirers to keep coming back to the product, instead of worrying about the guys who choose to eat junk. This product is for the people who love chips with the option of eating a chip that is healthier. Their saying "when pigs fly" ,show that the impossible is possible and people want to try it. The commercial is very simple with a strong point. It catches attention and people want to experience the "impossible" for themselves. When people do choose to try the product and if they come to enjoy it, the positive word of mouth is what will bring in other markets (those who eat unhealthy chips). If I was to change something about the commercial I would come up with something that is kid friendly and something more understanding (the commercial is confusing). This could definitely be a great snack for kids rather than potato chips. Flat Earth has done a great job introducing their brand, and I believe their positioning is perfect.

Ethics-Cigarettes

The cigarette dates back to the 18th century. Today it is responsible for more than 440,000 deaths every year. Cigarette companies market their ads to adults, young adults and teens. Not only do their ads catch the attention of smokers and non-smokers but the cigarettes and the packing do as well.
Cigarette companies make their ads very appealing to the consumers. When trying to advertise their product they use attractive models so it gives off the vibe "smoke, and you can be and look like me". It makes young people who look up to the models want to fall into the habit of smoking. Another way cigarette companies get people to buy their products is making a cigarette that is aimed to a certain target market. Camel came out with a cigarette that is aimed towards female smokers. It is called No.9, which is supposed to resemble a romance song called "Love Potion No.9". The packaging of the cigarette is also very feminine. The colors used are hot pink, teal, fuchsia and are lined with flowers. It catches the attention of women and makes them want to buy their product.
I feel cigarette companies are very clever with their advertisements. They make their ads tempt smokers and non-smokers, which draw in more and more smokers every year. Making cigarettes appeal to a certain target audience, such as camel No.9, is a brilliant idea and has increased the sells of female smokers. As long as cigarette companies continue to make interesting and unique ads, their sales will continue to increase.


Sources:
http://www.wrongdiagnosis.com/s/smoking/deaths.htm
http://www.nytimes.com/2007/02/15/business/media/15adco.html

Brand Identity-Burberry

The Brand Identity burberry is marketed to is upper-class Men and Women. It provides styles that are very classic which appeals more to the middle-aged buyers. Burberry is very well-known and successful with their accessories such as handbags, scarves, and hats; as well as their clothing. When I think of burberry I think classic, expensive, and I think of plaid. Burberry consist of neutral colors and simple styles. The brand colors signify a unique, identifiable look. The colors can be recognized by almost any age group. Even something that resembles the burberry colors or the signature plaid, triggers thoughts of the brand in customers mind.


Core Identity:

• Product Thrust: Sophisticated Casual Clothing, Handbags, and accessories.
• User Profile: Men and Women from the ages of mid-20s to late-50s with a higher Income.
• Product Quality: high-end
• Country of Origin: China

Extended Identity:

• Brand Personality: Sophisticated, classic
• Basis for Relationship: Being associated with high income customers
• Logo: Equestrian Knight
• Endorsers: Celebrity models

Brand Value Proposition:

• Functional Benefits: Sophisticated casual
• Emotional Benefits: feeling confident while wearing casual clothing