Showing posts with label branding. Show all posts
Showing posts with label branding. Show all posts

Wednesday, June 24, 2015

What Your Car Says About You?

Cars have personalities in the same way we have personalities. Cars are designed to appeal to particular demographics and seek to emulate the characters of their target market in their design. This is one reason your personal image becomes associated with the type of car you drive and the items you buy. To the outside world, your car becomes an extension of yourself.

There is brand personality and consumer personality. Brand personalities are those values a brand image symbolizes. Brand personalities revolve around personas of excitement, sincerity, ruggedness, competence and sophistication.  When there is mutuality between consumer personality and brand personality the car is said to “suit you."

People with particular personalities are attracted to products with similar personalities (Seimiene, 2012). If you see yourself as a cowboy chances are you will walk past the smart cars and head straight over to the 4X4s. Your idea of fun may look more like “mudding” with Garth Brooks blasting than having a glass of wine with Beethoven playing in the background.

As consumers, most purchased beyond that which is necessary to sustain life are personality driven. If you are a beach going hippie you may just get yourself a VW Bus while if you are seeking status you could option for a sparkling Lamborghini. Of course, if you are more sophisticated with a refined sense of taste there is Mercedes S-Class Sedan with its polished design.

Practicality and finances mitigate this need to enhance our persona. For example, if you are on a budget you might consider your neighbors $500 1990 Ford Escort that leaks oil and has a mammoth dent on the side. An excellent deal if you don’t care about status!

Before you can make appropriate purchases understand what the car says about you. If you are practical and educated, go with a Honda Civic while if you have some money to burn soup up your drive with a Camaro. Keeping your brand image consistent will help others formalize an opinion. The next time you get attracted to this car or that car, stop and ask yourself “why”? You might just find something out about yourself.

Seimiene, E. (2012). Emotional connection of consumer personality traits with brand personality traits: theoretical considerations. Economics & Management, 17 (4).

Sunday, July 13, 2014

Experiencing Unique Beach Culture at Pacific Bean Co

Pacific Bean Co. Company isn’t your largest, technologically advanced, or even the most upscale lounge but it does offer something many other shops don’t-a unique cultural brand. With an open air concept this small shop provides a street side view of beach events. Located at the entrance of Crystal Pier it is known for their Mochas and laid back beach crowd that appeals to Pacific Beach strollers. 

Large chain coffee shops can be found throughout shopping malls, neighborhoods, high traffic areas throughout the country. The trend has exploded in the past decade or so. However, as large chains become more popular the small coffee shop is able to provide a unique experience that appeals to a significant segment of the population. 

Large global brands can produce cultural heterogeneity with local cultures (Thompson & Arsel, 2004). As large chains using similar styles of coffee shop design it also helps consumers find additional interest in unique shops.  Small coffee shops can find a niche that helps separate their identity from other shops that keep their patrons coming back. 

Pacific Bean Coffee Co. is all about unique identity and is well known for its mochas, acai bowls, and large selection refreshments. Patrons will frequently leave their surf boards against the wall, order an iced coffee and then make their way back to the beach. You won’t find this type of flip flop, flowered waist wrap, and t-shirt culture in larger corporations.   

Pacific Bean Co. Company
712 Garnet Ave,
San Diego,
CA 92109

Thompson, C. & Arsel, Z. (2004). The Starbucks brandscape and consumers’ (anticorporate) experiences of glocalization. Journal of Consumer Research, 31 (3).

Saturday, June 7, 2014

Does Brand Image Keep Rockin Baja..."Rockin"?

Rockin Baja in Old Town San Diego offers a full menu of Mexican Baja food. Known for its food, drinks and entertainment it has positive reviews from customers. The atmosphere is unique offering lots of knick knacks to gain your attention throughout the restaurant. Fountains, wall hangings, authentic décor, and plant life dot the well-designed floor space. It is one of those places where so much lively entertainment, bright décor and spicy food enhance your mood.

Live entertainment is a big attraction for Rockin Baja. Patrons come to toast to good times and listen to the singers while they order a bucketful of authentic Baja food. Lobster, fish tacos, and other zesty Mexican style plates are on the menu. Originally started in the sleepy fishing village of Puerto Nuevo its brand has been franchised to a couple of locations around San Diego. 

Using identifiable food types, décor, music and a unique location image helps to create a strong brand from the multiple pieces that help people formulate an image of the restaurant. Customers are willing to pay more for brand-image based upon dimensions of image associations (Sonnier & Ainslie, 2011). When the music, food, décor, and image associations align with each other they create better mental recall and higher value to customers. 

A few of their specialties include the Big Baja Bucket with Seasoned Lobster Tails, Baja Style Shrimp, Carne Asada & Grilled Chicken. Includes “All You Can Eat” Ranchero Beans, Mexican Rice, Flour Tortillas, Honey Chili Butter and Fresh Salsas. You can also try the Lobster Tacos del Patron which has Battered fried Maine Lobster topped with shredded cabbage, crema fresca, tomato, onion, fresh sliced avocado and cilantro ranch dressing. Served on warm flour tortillas. 

The food follows the Baja tradition in its taste and style. Baja is a region of Northwestern Mexico that includes well known locations such as Tijuana, Ensenada and La Paz. There is also a place called Baja California that is actually part of Mexico that is somewhat cut off from the mainland by the Sea of Cortes and contains many of the same cultural characteristics (1). The area is known for its spicy seafood and hot and rugged landscape. Few Pintos and electric cars there.

Rockin Baja is a place that you won’t easily forget. Many of the patrons come back frequently throughout the year. Tourists like to visit the historical offerings of Old Town and then make their way over to Rockin Baja less than a block away. Heavy foot traffic, a few blocks from public transportation and right in the vicinity of a major attraction helps Rockin Baja keep on “Rockin”. 

Rockin Baja
3890 Twiggs St
San Diego, CA 92110 

Sonnier, G. & Ainslie, A. (2011). Estimating the value of brand-image associations: the role of general and specific brand image. Journal of Marketing Research, 48 (3).