The significance of branding is often underestimated. The power it has, the trail it leaves behind. Branding is part of identity that can be recognized as a characteristic or a trait. These traits and characteristics can be installed into products. These traits and characteristics trigger different emotions in customers. Age is one of these traits that people want to sell in their products. Different names promote different ages even though they were the same. For example, Pepsi positions them as being younger than Coke. Another example is Fuji film versus Kodak; Fuji film also sets them as being younger than Kodak. These examples have been taken from Kevin Lane Keller’s “Strategic Brand Management” (third edition). Is this just a sincere way of appealing to the younger audience or could it be another way of saying “sex sells”?
I compared some advertisements of Pepsi and Coca Cola. While Coke had some advertisements with young stars, most of the advertisements were more family focused. Nevertheless, people of all ages enjoy both of these beverages.
Other products such as cigarettes have been branded as being young and cool, when movie stars, such as James Dean, were smoking in their movies to support the character they were playing. This appealed to the young audience, making it a part of the identity they wish to achieve.
In marketing there are target groups that are targeted to trigger an emotion, where as in branding it seems like a there is something that is trying to instilled into someone, like a characteristic.
Keller, K. L. (2008). Strategic brand management : building, measuring, and managing brand equity. New Jersey: Pearson/Prentice Hall.