Brand management: 'a handbag that lights up at night'

Résumé du document

Suggest how you plan to market the product, the company and product name, and position the brand (attributes, benefit, culture, values, personality). Firstly I chose "SolarMate" as the name of the company, as I find it creative and attractive. Solarmate comes from "soul mate" which refers to the notion of friend but more that, it has the word ?soul' in it, which denotes a particular vision with some spirituality in it. The word solar comes from the technology of the bag. I tried to associate the technological side of the product and its goal in the choice of name. "SolarMate is now proud to offer you the handy and bright Buddy Bag!" I chose Buddy bag as the product name because I would like to give it an accessible name as a lot of women (maybe some men too) may be interested in this product. Thus the name should not be restrictive. It should be open-minded and should present an attractive formulation for everybody.

Extraits

[...] Brand management: handbag that lights up at night' Suggest how you plan to market the product Company and product name _ Position the brand (attributes, benefit, culture, values, personality) First of all I chose “SolarMate” as the company name. I think it is pretty creative and attractive. Solar mate comes from “soul mate” which refers to the notion of friend but more than that because it has the word soul in it which denotes a particular vision with some spiritual in it. [...]

[...] The term buddy is maybe sometimes associated to boys more than girls but I still think it is not a bad idea. The brand however must show its appurtenance to the feminine gender. Maybe a slight presence of the colour pink in the logo for example will definitely show its appurtenance. Also I would like the brand to carry a relatively young to mid-aged image because this is the target which is more likely to buy the bag. Those women usually go out more at night than mature women even if they still do. [...]

[...] People want to buy product that have style, which is fashion. I would like this bag to be associated with the notion of beauty and fashion. Also, it has to show its technological device. I think a large presence on Internet would be useful for this product because the internet users love technological innovation. It would also give him credibility and notoriety. Also I do not think Rosanna have a large budget to market this product, so internet would be the give to bring her the largest audience at the lowest cost. [...]

[...] The brand has a special particularity that has to be exploited deeply. Finally the brand must communicate on its difference, the fact that it does something nobody did before, that it is different from the others, and indeed no comparison is possible. The brand should definitely should definitely underlies that she is young, fashion, pretty, in the move, at the cutting edge of the technology, useful, handy, feminine, independent, free, like no other. For the cultural side of the brand it should also communicates on how the idea arose and led to this product: was while watching my friends This shows the accessibility of the brand, its first purpose, the usefulness in the every day life. [...]