daisy's media blog: Brand Values

Coca Cola is a globally recognised brand and has a cult following. Through expansion into different businesses, it's brand values are Leadership, Collaboration, Integrity and Quality. The 'Share a coke' marketing campaign allowed them to have a personal touch with their audience, and appeals to several of Dyer's lines of appeal; Childhood due to their longevity and national status, Happy families due to their share a coke campaign and Art, culture and History due to it's cult situation in the market.
The Coca Cola brand is about Leadership and Quality assurance.
Coca Cola in one word: Passion.

Uniqlo is an emerging brand with a simple aesthetic and has an ethos of showing your identity through the clothes you wear. It's brand values are simplicity, quality and longevity and appeals mainly to the 'Self-importance & Pride' aspect as they believe in expressing yourself and having a minimalist lifestyle which also alludes to the 'Nature & the natural world' as they have a natural and just perception when it comes to clothing manufacturing. This allows the brand to have a reliable status within a niche market of the fashion world. Their quality is seen through their choice to make clothes that last rather than clothes that conform to certain aspects of the everchanging fashion industry.
Uniqlo is environmentally conscious and an innovative addition to the high street.
UNIQLO is: Minimalist.

Apple is an established brand of the technology market with a cult following and an assurance of quality globally. Their impact in the mobile phone industry was revolutionary. Their brand values are inclusiveness, identity, attributes and innovation. They appeal mainly to the Aspirational aspect of Dyer's suggested lines of appeal as many people see owning an IPhone as a way to display their wealth, or status despite their diverse demographic to appeal to, however they're not exclusively for elite people within the industry but their global situation as a brand applies to the self-importance and pride aspect as well, since Apple technology is on the more expensive side of technology and also have a high reputation within society which appeals to the pride line of appeal.
Apple is an innovative and revolutionary technology brand, who made exceptional moves in the industry.
Apple is: Passion.

I would associate responsibility and sustainability with Innocent smoothies. They create products that incorporate vital nutrients as well as participating in campaigns such as the Age uk 'innocent beanie' campaign during colder months which alludes to an overlying sense of responsibility in addition to responsibility the use of natural resources within manufacturing supports the idea of sustainability whilst also keeping up with the commercial value of the product. Since they were taken over by coca cola their health ethos seems like a contradiction to coca cola and it's infamous sugar content and supposed guaranteed detriments to your health. Despite this, my opinion of innocent smoothies is seldom effected by ownership changes or affiliations due to their reliable status within the market and their advertising campaigns targeting towards helping the elderly or being aimed towards the demographic of kids which implies they wouldn't change their ethos to comply with Coca Cola, when their current one is both sustainable and profitable.

daisy's media blog