Brand Values 100-10-1

Nike uses branding very effectively to generate interest amongst the consumers. Their brand values are about quality, innovation and creativity. The lines of appeal Nike would fit into would be: Elite people or experts - Nike endorses sporting icons to generate interest, Successful careers - Nike is worn by top (successful) athletes. Also, rich and luxurious lifestyle could be one of their lines of appeal as Nike is seen as a company who create quality and innovative products. Finally, self-importance and pride connects to Nike as their products are meant to be performance enhancing which draws a link towards pride.    

Nike is a brand that's about innovation and creativity.

Innovation.  


Samsung's brand of being about quality, creativity and luxury has been established using Gillian Dyer's lines of appeal. Samsung uses rich, luxurious lifestyles to develop their brand because the Samsung handset are usually associated with the people that are leading a luxurious lifestyle. By using this line of appeal it makes people aspire to also lead a similar lifestyle. Another line of appeal used is Successful careers - Samsung is associated with hard-working people because of their premium prices.

Samsung's brand is about luxury and success.

Success.

Sony uses branding to come across to the consumers as a reliable and hi-tech brand. This is achieved as they uses the following lines of appeal. Rich, luxurious lifestyles - Sony is known for releasing high quality products, so people aspire to have Sony products to feel that they’re leading a luxurious lifestyle because of the luxury of having high quality gadgets. Another line of appeal is successful careers - Sony is infamous for having reliable products at a premium price. So Sony is created to be a brand for successful people which appeals to people because people aspire for a successful career. 

Sony's brand is about innovation and luxury.

Luxury.




BMW's is uses branding very well as they present themselves as a brand about success and luxury. One line of appeal they use is rich and luxurious lifestyles. This is as BMW is seen as a deluxe car so people would want to buy as people who own BMW's seem to be leading rich and luxurious lifestyles. Successful lifestyle is another line of appeal used. This appeals to people as like Sony, BMW are recognised for dealing high quality products at a high price. So people aspire for success as BMW shows themselves to be for hard workers.

BMW's brand is about success and luxury.

Success.

Sainsbury's demonstrate themselves as a branding catering for families as well as being a supermarket that is affordable. The line of appeal they use to achieve this is family. This appeals to people because it makes people feel belonged. As well as being a supermarket, Sainsbury's offer a programme called 'Active Kids' which encourages kids to lead healthier lifestyle and are involved in local charity work. These programmes Sainsbury's provide all make people feel belonged. 

Sainsbury's brand is about family and affordable.

Family