minute paper

The article concerns that the branding should be a main stream practice, and how come A-Ron is going to succeed in the market. I think first of all, the channel of communication has become really open and broad. The Internet has provided incalculable channels to anyone to advertise and generate issues, which also benefits to buzz marketing. Comparing to the mass media, the words of mouth through other channels like social networks, blogs, etc. sometimes are more effective. That’s one of the reasons why A-Ron is going to succeed. Especially, A-Ron targets his audiences on rebel young people. One feature of this market segment is that they just don’t do the same thing as their parents do. Accordingly, the mass media are just not the choice for them to get information because they don’t want to be like their parents. A-Ron doesn’t spend a lot of money to advertise, the only thing he needs to do is generating the buzz. Second, A-Ron just creates the brand that really touches his target market, because he is just one of them. He knows exactly what do they want and the brand expresses their identity. How customers perceive the brand is more important than anything else. A-Ron also sticks to the brand foundation: distinct, innovative, verify and awareness. The style of products is nothing similar to other brands. He perceives the consumer insight of the rebel young people and generates these young people’s awareness. A-Ron also provides consistent message to his customers, and that is rebel, and anti-mainstream. All these elements result in his success.

In the class, we were discussing about how to integrate all the sub brands of a big company and make the customers perceive they are using the product and services from the same company. If all the brands are working well, they are not necessary to be perceived as one brand. In that way, all different sub brands can attract different target markets and generate more benefits. The global company P&G provides a broad range of products, such as food and cosmetics, all of the brands are working well and attracting different markets. Sometimes it may be awkward that customers know that all the product come from the same company. Some people may even feel very angry, because they don’t like a company to earn so much profit.