Shell
As shell is a petroleum company, its branding is different to other products. Adam D. Sauer states that gasoline has minimal differences between brands, requiring a different way to marketing and advertising to encourage brand identity. Shell uses conventional forms of developing its brand identity such as television, print, advertising and point-of-sale to be able to stand out from its competitors. He also depicts that Shell’s brand strategy incorporates benefits such as reward cards, station based facilities and creating a partnership with Coles Ltd to produce discounts on fuel.
Kodak
Kodak relies on its core message, “trust and reliability” in its branding strategy(Savage. 2010). Kodak operates mainly business-to-business meaning business is sent from one company or organization to another through distributing products and industrial purchases and professionals (Spence-Stone. 2008).
Kodak primarily uses social media in recent years to develop their branding strategy (Savage. 2010).
Kodak Moments 2012, Scribd, http://www.scribd.com/doc/9713215/Kodak-Moments-Social-Media-Rebranding-Proposal-for-an-Old-Favorite, viewed 20/3/12
Sauer A 2008, Brand Channel, http://www.brandchannel.com/features_webwatch.asp?ww_id=382, viewed 21/3/12
Savage brands 2010, http://blog.savagebrands.com/kodak-brand-strategy/, viewed 20/3/12
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