The Brand Marketing Analysis for George Clooney--多伦多Report代写作业
2016-10-22 来源: 51Due教员组 类别: Report范文
多伦多Report代写作业:“The Brand Marketing Analysis for George Clooney”，这篇论文主要描述的是企业品牌有别于企业所出售的产品，品牌的作用在于影响消费者对于企业的印象，从而为企业带来可观的潜在消费者，并列举了乔治克鲁尼所塑造出来强大品牌效果的营销策略，他在其职业生涯上的成功所塑造出来的品牌形象，变成了他最为重要的一笔无形财富。
Brand is the "name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers." (AMA2011). Apparently, brand can bring advantages to both consumers and the company. However, it is not easy for the company to build up strong brand equity without the help of the branding theories. Although the marketing strategies and other relevant activities can provide the original energy for the construction of the brand, the final goal for branding is to create a strong brand awareness and recognition in consumers’ brand (Lidsky2005). In addition, the brand is the origin of the awareness; it comes from the real products or the services. It can reflect the recognition from consumers’ mind, and it represents the features of the products or the services.
When the product is human beings or organizations, it is difficult to deliver a brand definition to the consumers. That is because the human beings and organizations usually have specific images from some activities (Trout2005). For example, once an actor took an evil character in a film, it is difficult for him to get rid of the characteristic which he made in the film. Consumers tend to mix the real personal image with the one in the film.
For celebrities like George Clooney, he is fighting his all life to get acceptance from the audience and consumers. All characters he acted delivered powerful and fascinating image which earns approvals from the public. To some extents, the success of his career is the basic condition for his brand equity. The success made the public to learn about George Clooney. The reputation he built in silent is the brand equity. More importantly, the consumers use it as the judging criteria for George Clooney.
In this report, the Customer-Based Brand Equity Model (CBBE) from Keller and the Brand Equity Pyramid will be introduced to analysis the branding strategy of George Clooney. As a celebrity brand, the report will focus on some specific marketing cases of George Clooney in order to examine the strength and weakness of the brand. More importantly, some marketing and branding recommendations will be suggested in the end of the report in order to help George Clooney to build stronger brand equity.
Chapter 1 Description of the Theories
1.1 The Customer-Based Brand Equity Model (CBBE)
1.1.1 The overview of the theory
The Customer-Based Brand Equity Model (CBBE) is based on the brand knowledge which the consumers gain from the consumption (Kotler, 2006).Usually, the Customer-Based Brand Equity Model was defined as the differential effect of marketing activities which caused by the consumers’ brand knowledge. There are three main elements in the Customer-Based Brand Equity Model.
The first one is the differential effect, the resource of the brand equity. If a product cannot make a differentiation from the similar products in the market, then it will be charged as a normal or similar product in the market (Bianc, 2004). More importantly, it won’t have the competitive advantage when compete the price with other products.
Secondly, the differential effect comes from the consumer brand knowledge. This means that the differentiation is built in a long term experience and awareness of the product and the brand (Yorkston and Menon, 2004). Although the brand equity is affected by the marketing activities, the consumer brand knowledge is the one that decides the level of brand awareness.
Thirdly, the construction of the differential effect performs in the customer responses to the brand marketing (Yorkston, et al 2004). For example, the choosing of brands, the reflection of the advertisements, and the reaction to the promoting activities are all customer response to the brand marketing.
1.1.2 The key useful strands for the study
The Associative Network Memory Model indicates that the memory of the human beings are combined by thousands of nodes, the information and recognition are all stored in those nodes. To some extents, the brand awareness is associated with the strength of the nodes about the brand, and the brand awareness represents the customers’ capacity to identify the brand. Usually, the brand awareness can be divided into brand recognition and brand recall. The brand recognition is the capacity to identify the brand by some hints, and the brand recognition is the ability to identify the brand in similar purchasing progresses (Brendl, et al 2005).
The brand awareness is useful for strength the brand equity. The brand awareness helps the brand to have the image advantage, which means that the brand can build a relevant image in the consumers’ brain. Then, it helps the product to have the shortlisted advantage. Once the consumers have the brand awareness to a specific brand, the brand can be named in the consideration set which means it is much possible to be chosen. Last, the brand awareness helps the brand build the selected advantage during the purchasing progress because the consumers tend to choose the products that they are familiar with.
The consumers’ recognition of the brand is the brand image. The brand image helps consumers to build a relevant association between the product and some intangible features (Reidy, 2005). For example, when people talk about the Apple, usually came up with words like fashion, good service and quality, and creative.
By constant brand recognition and recall activities, the brand can build a strong image. And the image can penetrate further when the consumer has a closer attention to the brand, and the marketing propaganda is more concentrated. In addition, when the company keeps delivering the brand attributes and brand benefits to the consumers, the consumers can have a better experience than those without attributes and benefits.
1.2 The Brand Equity Pyramid
1.2.1 The overview of the theory
The brand equity pyramid was developed from the Consumer-Based Brand Equity. According to Keller, the salience of the brand is the basement of the whole brand equity. The brand salience measures the brand awareness from the consumers. To some extents, the higher the awareness is, the more possible for consumers to choose the brand. And then, the Performance of the brand means the function or physical attributes which presented by the product. In the meantime, the Imagery originates from the differentiation strategy which builds a specific image in the consumers’ heart. After a series of brand marketing, the consumers will have the judging criteria to the product, and the responses and feelings of the product are also important for the company to continue its marketing strategy. The final goal of the brand equity is to have the resonance with the consumers. Generally speaking, that is to build a strong brand loyalty inside target market.
1.2.2The key useful strands for the study
The brand positioning aims to find a proper position in the target market or consumers for the brand and the product (Cowley and Mitchell, 2003). To some extents, the position should help the consumers to evoke relevant association during the purchasing process.
Based on the Brand equity pyramid, the brand positioning should set up a reference structure for the product. It is important for the company to locate the target consumers, analyze the competitor, and illustrate the similarity and differentiation between the rivals and itself (Jones, 2005).
The target consumers (market) are a specific group for the product. Usually, the consumers will be grouped by their similar consumer behaviors and habits. With a more specific target market, the company can implement the marketing and branding strategies much easier (Hopewell, et al 2005).
The competitors for the company are those companies which offer same or similar products in the same target market (Reinartz, et al 2005). It is important for the company to realize that once the profit is acceptable, the competitors will continue to stay in the market in order to share the profits. It is important for the company to position its product which helps the company to find a specific place inside the consumers’ heart.
The similarity of the products means that those products have similar function or attributes. More importantly, they may aim to serve same target consumers (Adava, 2003). It seems that the similarity between products are not good for a brand to develop, while similar attributes helps products to lower the uncertainty resistance when it first enter the market. Generally speaking, the points of parity associations can help the product to be selected into the category point of parity. In addition, the similarity association can help the product to be included into the expected product during the purchasing progress.
The differentiation means the specific features or attributes that the product presents to the consumers (Wansink, 2003). Usually, the function of the product can be similar to other products in the same market. However, it is the differentiation which helps it to increase the market share, or lower the market share. Good differentiation strategies and good different brand associations can instruct the consumers to buy the product, but bad association and brand image can make the product easily be distinguished during the purchasing progress (Venkatesanand Kumar, 2004).
Like the real products, the brand equity can be stored in places like the culture and value of the company (Rust et al 2004). It is important for the company to learn how to store its brand equity. The brand inventory means the continuity of brand value in the company.
Chapter 2 Introduction of the Case Study
Born in May 6, 1961, George Timothy Clooney is an American actor and film director. He was also a famous public feature who is active in almost every field. Clooney is also noted for his political activism and has served as one of the United Nations Messengers of Peace since January 31, 2008 (Patrick, 2008).
With the image that he built in the films, George Clooney is always the star representative in advertising. Cooperate with many famous brands, like Levis, Marlboro, he built up his own brand image of a public feature. For example, the Nestle Nepresso has cooperated with George Clooney in order to present the good taste and classical attribute from the characteristics that George Clooney owns.Moreover, George Clooney is always the favorite for car sponsors. George Clooney has been the representative for Mercedes-Benz for a long time. His heroic characteristic and manliness are fully shown in the advertisements.
Although he never run a company or sales a product for his own profits, his brand name is just as famous as his films. His brand is what called the Celebrity brand. The celebrities use their impact on the audience and consumers to help other companies to build a relevant brand image on the product.
In this case study, the analysis will focus on the brand marketing of George Clooney. Although, George Clooney is a successful actor and director, his celebrity brand was affected by some of his unacceptable events and scandals. In January 2003, Clooney made a controversial joke about the fact that Charlton Hesston was suffering from Alzheimer's, and Clooney initially refused to apologize. While speaking at a National Board of Review event as he accepted an award on television, Clooney said: "Charlton Heston announced again today that he is suffering from Alzheimer's." Another similar events happened on January 16, 2006, during his acceptance speech for the Golden Globe Award for Best Performance by an Actor in a Supporting Role for Syriana, Clooney paused to sarcastically thank disgraced lobbyist Jack Abramoff before adding, "Who would name their kid Jack with the word ‘off’ at the end of your last name? No wonder that guy is screwed up!"
Although the public usually treat those ridiculous jokes as amusements, once the joke was told by a celebrity, then the public attention will be evoked. What George Clooney did during those events can also have impact on the judging criteria that the consumers owned?
In this report, two main brand equity models will be used to illustrate the brand marketing of George Clooney for his future development. More importantly, this report will focus on the celebrity brand rather than those brands that George Clooney stands for.
Chapter 3 Critical Analysis of the Brand’s Strategy
3.1 The SWOT Analysis for George Clooney
George Clooney acted in hundreds of films and all characters are entering into people’s heart. For example, in Ocean's Eleven, George Clooney acted as a brilliant thief who was a mixture of all manliness characteristics. All the characters are famous thanks to the great ticket office.
He created images of charming, handsome, powerful and faithful in his majority of characters, these images as tags of his own brand.The celebrity brand equity is based on the characteristics that George Clooney created in his acting careers.
He endorsed different kind of brands, such as Omega and Benz which improve the effect in the international market.
He has huge influence in American or Europe movie market, but the impact is not enough in Asian market. The foreign faces are popular in the Asian market, but they are not easy recognized by the Asians.? Gorge Clooney has many color news and some negative controversyin his real life.As a public feature, George Clooney’s life is all in the spot. A small joke he talked, would be seriously discussed by the public. To some extents, the negative news can decrease its brand name.
Gorge Clooney through take opportunities to work in different areas, he not only has outstanding contribution on act and direct in the film but also join in political, charity etc.
He is very good at taking advantage of opportunities. As celebrity endorsement is popular in Asia, he has a big opportunity to expand the Asian market.
In the future more and more younger actors will take the possession of movie market
Audience might sick of unchanged characters, therefore the actor who can play different kind of roles will be accepted easier by audience.
3.2 The brand positioning of George Clooney
The positioning is identifying and attempting to occupy a market niche for a brand, product or service utilizing traditional marketing placement strategies. To be more specific, Positioning is the way that attempt to create a distinct impression in the customer's mind.
For George Clooney, the brand positioning is highly recognized. He is one of the most active politicians in entertainment area.For example, he was one of the advocators in the fund raising activities of President Obama. In addition, he noted for his political activism and has served as one of the United Nations Messengers of Peace.More importantly, all the heroic characters that he made in the film help him to earn an upright image in front of the public. The brilliant acting skill also helps him to win a plenty of fans. However, the inertia of thinking made him hard to develop into other fields. The advertisement and endorsement he took are all connected with manliness. Generally speaking, no matter the Nestle Nepresso or sport cars from Mercedes Benz, all the attributes that he presented were all manliness and heroic. Since he is getting older, the brand position of his celebrity brand is no longer as profitable as before.In addition, during those controversial jokes, he decreased his trust to the public.Although he might have no means to harm anyone, and just took what he said as jokes, the public no longer take him as an ordinary person. Once his acting is not match the brand image he built, the public will reduce the trust and satisfaction on his celebrity brand equity.
3.3 The brand awareness and brand image of George Clooney
Although George Clooney is made known to every family in America, the celebrity brand awareness is not that high and his brand image is usually associated with some other brands (products).
As George Clooney is getting older, the time for him to stay on the stage is not that longer. Although he has done an excellent work in politics and film directors, his successful career is not actually create a clear brand awareness and image for him. To some extents, those scandals with actresses and profligate speeches blurred the public’s eyes to his attributes.
The brand awareness and image are the basic conditions to build the strong brand equity. As there are more and more celebrities intend to expand their power into other fields, George Clooney should be more aware to the construction of his own brand equity.
Chapter 4 Recommendations
George Clooney should try to accept more various changeable characters for attract younger and mainstream audience to ensure his own brand can keep running.
All the heroic characteristics that George Clooney made can only attract female audience and some male audience who wants to be heroic as Clooney. However, as George Clooney is getting older, he is no longer the dream man for audience. As the target market is less and less profitable for George Clooney, he should try to expand his screen characteristics in order to seek other target market with higher profits.
To increase his brand awareness, Gorge Clooney should expand the market on international market, especially Asian market.
The American market is a complete competitive market for the celebrity endorsement work, while in those new emerging market, like Asian, the celebrity endorsement is much profitable. George Clooney is well known in American, but his sensitometer in Asian is not as high as it is in American. Foreign faces are new and attractive for people in Asian districts. More importantly, the heroic characteristics like George Clooney’s are popular to countries like China and Japan.
Gorge Clooney as a brand of himself can cooperate with other people who is well known brand.
With his own celebrity brand, George Clooney has cooperated with many famous brands like Mercedes Benz. However, in those endorsements, George Clooney used his own attributes to influence the products. But now, it is time for him to absorb some useful attributes from those brands in order to increase the brand elasticity in his celebrity brands. To some extents, the high elasticity is the bigger acceptance he would earn from the public.
George Clooney should devote himself into some charitable activities and none profitable activities in order to win a clearer and more positive celebrity brand image from the public.
People usually pay their respects and approvals to those who sacrifice own benefit to help others. That is one reason that many companies are now devoting into the social cooperate responsibilities. For celebrity brand like George Clooney, the charitable activities will earn him more social respects than those scandals.
George Clooney is fighting his all life to get acceptance from the audience and consumers. All characters he acted delivered powerful and fascinating image which earns approvals from the public. To some extents, the success of his career is the basic condition for his brand equity. The success made the public to learn about George Clooney. The reputation he built in silent is the brand equity. More importantly, the consumers use it as the judging criteria for George Clooney.
By analyzing the branding strategy of George Clooney, some useful suggestions are recommended to George Clooney for his future brand development. He should try to accept more different characters in order to increase his brand elasticity. Then, George Clooney should expand his name to an international scale; the American Market is now too competitive to him as he gets older. Last, George Clooney should change his perspective on representing some famous brands; he should cooperate with those brands in order to endow those attributes to his celebrity brand.