Week Ten EOC: Discussion Questions

Chapter 8

How does technology redefine the role of the end user in the branding process?

 "Indeed, the Internet and other recent innovations have altered our social habits and behaviors and created new levels of social communities and human relations" (Hameide, 264). Consumers have now been given the tools to become more active in the decision-making process of a brand, consumers now get a better chance to dictate, express their opinions and satisfy their needs. They are the inspiration behind the brand and now with technology they are responsible to position the brand in the market-place.


How does the concept of experiential branding relate to the branding process as described in part 1?

Experiential branding is “the discipline of understanding and defining brands in terms of the way they are experienced, in order to differentiate them in the most powerful dimension: relevance (nothing is more relevant than an experience)" (270).  The branding process is the steps that the brands uses to become a well-known brand and is able to be differentiated by its competitors and experiential branding is to give the same experience to consumers even though it can be through different emotional levels, to ultimately satisfy them is the experiential branding goal.

How do microbrands compare to corporate brands and brand extensions?

Microbrand is a brand that is limited and distinct version of the original mother brand, this is why "mass customization is usually done at the product level but not at the identity level, which needs to remain intact as the umbrella or backbone that defines the mother brand and maintains the brand personality and ultimately its core value" (270). Brand extensions are about creating new, innovating, different products under the same brand and in micro-brands each product created under the mother brand is altered with new product features and enhance functionality but it should not alter the meaning and value of the brand.

Final: Infiniti

 

"Infiniti is Nissan's luxury car division. Established in 1989 to compete on the US premium auto market alongside brands like fellow Japanese Acura and Lexus as well as European-based BMW, Audi and BMW, Infiniti managed to create a global network in a fairly little amount of time. Its history can be traced back two decades ago when the company's first vehicles were sold"
Like every important well-established brand that introduced itself to the mass-market, Nissan came out with its luxury brand to compete with other luxury brand company's in the market. Infiniti was made to compete with the well-known luxury brands and I think it has established itself as a good competitor for these other luxury brands. Even though their first productiono came short on sales and did poorly, the advertisments had a lot of blame for their first model the Q45 but later on gained attention for thier ad campaigns and models.
"The brand is presently making its way through European markets. Since its foundation, it has limitlessly grown, currently including 230 dealers in 15 countries. Its global operations have grown exponentially, having stretched form Mexico to Russia and from Ukraine to China and Taiwan. As with the majority of Japanese car makers, Infinti emphasizes the importance of technological improvements."
Inifiniti has made a mark in the auto-market, " According to Ad Week, it delivered 21% of ad sales for the 2011 tournament and 17% in 2010" during March Madness, Infiniti competed with other well-known companies like Coca-Cola, At&t, Buick and Capital One. but fought to stay on top with 86,300 mentions in total from social medias like facebook and twitter. It has done a very good job in building a relationship with its target market, but their has been talks in closing down. Nissan CEO Carlos Goshn and VP executive Andy Palmer had this to say,  "Very frankly, very candidly, we don’t need Infiniti, we just don’t need that brand  Mr. Ghosn challenged me and said, ‘We don’t have to do Infiniti, you can cancel it if you want." It is concluded that most companies who come out with luxurious brands do very good, and are responsible for bringing in a lot more profits than the cheaper brands, Inifinit is staying for now I suppose. Over the years it has been well acclamied in January 2003 "The G35 Sport Sedan and Sport Coupe are named Car and Driver's "Ten Best Cars" and in that same year  "Infiniti CV sales top 100,000 units for the first time in history. With 119,000 sales in 2003, an increase of 35% over 2002, Infiniti is the fastest growing luxury brand in the U.S".In 1987 they came out with the name Inifiniti,  "The fresh spelling, with four “i”s, and the badge with its two central lines leading off into an infinite point on the horizon, symbolized this new luxury performance brand’s desire to be always looking forward – to new horizons, to infinity".

Even though when they first lauched in the market they did poorly in sales, they were number one in customer satifaction, they started with 51 dealers in the US but had only two models on sale. I think this created a very intimate relationship with their customers offering a very small category but really luxurious feel with top quality. Infiniti has a partnership with Red Bull Racing and Cirque du Soleil. I think that Infiniti has done an excellent job in partnering with these two because it sets Infiniti in a different market now only as a vehicle company but a company that is versatile. Infiniti has been my favorite car brand and after researching more about it I believe it not only represents luxury but a brand experience that is worthy.

http://www.ehow.com/facts_4894465_what-history-infiniti-car.html