Characteristics of Products or Services

The Gillette Fusion Advert

One of the ways the advert engages the audience to enjoy what they see is to present the benefits that they could from their product or service. The advert does this by showing the audience what benefits are offered , for example, the men that shave daily/weekly usually come across the difficulties of the shaver pulling on the hair which could be a fault, therefore the benefits offered of the product ‘Fusion Pro-light’ show that the shaver glides smoothly without pulling on the hair too much, the blades also have a thinner shape to prevent this. The benefits are to show the viewers that shaving could be quick and painless if they purchase this product. For instance, if the viewer owns a bad quality shaver then they will be encouraged to buy the shaver being shown whilst watching this advert.

Wilkinson’s Sword Bikini Advert

The benefits offered in this advert are that it has a ‘2 in 1 shaving technique,' ‘4 blades’ and ‘a water proof bikini trimmer’. These benefits offered will encourage the viewers to purchase the product as the advert creates the product to look very simple, easy and ideal.
The overt message of the advert is that it is easier to shave and less discomfort, this will engage the viewers as many of them will be intrigued with the message. Also, the hidden message of the advert is it a higher level of technology giving a higher performance which will benefit the viewers as they will be interested in trying out something different with higher technology instead of the ordinary shaver. The advert is beautifully presented and it is presented in a higher quality using studio lighting which makes the advert looks very professional.

Duracell Race Advert

The technique ‘advantages over other similar products’ are used in advertising to compare itself to other products which will show its quality next to similar products quality and showing which one is best. The beginning of the advert also uses a rhetorical question ‘which lasts longer? Duracell Plus or those ordinary batteries?’ this rhetorical question compares itself to another similar product to engage the audience by thinking of the possible answers, this will also interest the viewer to watch the rest so the answer is revealed. The overt message of the advert is that the Duracell Plus battery lasts longer which will encourage the audience to purchase the better product within the video, this is having an advantage over other similar products as they are showing the benefits which will make the similar product look not so good.
The style of the advert is animation that shows bright vivid colours against a more muted background so that the bright colours really stand out engaging the audience, also has a focus on the subject of the advert (the two bunnies racing). They also use associate colours, for example, the bunnies are bright pinkly coloured.

Fairy Liquid From 1985 Advert

The advert shows the advantage on other products as they show how much a bottle of Fairy Liquid lasts next to a table of clean shiny dishes cleaned by an ordinary bottle of washing up liquid. The advert shows the ordinary liquid lasts half as much as Fairy Liquid lasts. They also use a quote “Fairy’s not just a little bit better, it’s 50% better than the best of the rest” this will present the advantage over other similar products very boldly and clearly.

Ecover TV Advert - Feel Good Cleaning

This adverts unique selling proposition is to show they are Eco friendly, this is shown by telling the viewers what type of ingredients they use to make it so Eco friendly. (e.g., plant based ingredients). Whereas, most products will not think to make their products Eco friendly. They also express this unique selling proposition by using a lot of green throughout the video, as this connotes friendly and caring about the environment. For example, most of the costumes within the video have some sort of green colour to it, on the washing line there are a lot of green clothing surrounding bright green grass, the bright green grass and trees are shown throughout the video also.

Brand Profile

This is a summary description which enables those who are involved with the brand to understand more about the brand. The description shows what the solution/brand is about with a few words. A brand will also have benefits that customers will get from the product, the target market will also find these benefits valuable to them. A brand will have a competitive differentiation to show the difference with another similar brand, this may include their pricing and which one is better value for the money. A distribution network will determine the appropriate locations and partners that will be involved within the brand to ensure the customers recognize the brand easily. This also includes having a positioning statement which is having a main message to present to the customers so they  receive value from a promise. A brand will also have a brand personality which will gain their target market from building a sustainable personality from the brands context and qualities. Brands will also always have a voice in which to communicate to the customers (i.e. friendly or sophisticated). Also, the communications strategy of brands is familiar with the voice, this is how the message will be reached to the audience, for example, advertising of media, sales channels, etc.

Customer Franchise

Customer franchise is how the customer feels and behaves towards a business. This involves many elements that are related, firstly, market presence of the business is how strong the business in terms of being heard and being seen. For example, car manufacturers such as, Audi or Toyota has a high market presence. The accessibility, convenience and comfort of dealing with the business or obtaining their products and services, for example, the customers’ knowing the experience will be hassle free. Also, the awareness among the correct target market, this will be shown either directly through experience/contact or through advertising, media coverage, sales, etc. Another element of customer franchise will be the businesses reputation, which is the reliability of the solution’s match to the customers’ needs. The reputation can be spoken about through family, friends, colleagues, advisors, etc. The reputation could affect the business good or bad, for example, if someone talks badly about the business (bad service/bad cleanliness) it could prevent the sales or popularity increasing as they may be put off. The reputation is similar to brand image, the brand image includes the customers’ perceptions on how users of the product/service are viewed by others. Also, the brand affinity is the attraction that customers feel towards the brand. And lastly, the last element of customer franchise is the consistency of delivering positive and reinforcing their customer experiences to users of the products or service, this will then lead to customer loyalty (the customers will rely and trust the brand).

Apples Branding Strategy

The apple brand identity is made up by four different elements which are: apple brand personality, apply brand equity and apples customer franchise, the apple customer experience, and the apples brand architecture.
Apple uses various ways in which to engage with the audience so they are identified with their products. They ensure they use emotions to connect with the audience so they feel the hope and heartfelt emotion the company feels with the products. They also do this with their apple brand experience, for example they have a mass of retail shops to directly connect with the audience themselves with non-pushy staff that help them work their products and deal with any enquiries themselves, this will allow the customers have a chance to use their products before buying so they know whether the products are for them. The customers will also recognise the products because of the brands ongoing names for the products, for example, IMac, Ipad, Ipod, Iphone, and so on. However, there are some products that are given a name without the ‘i‘ so they get accepted for the users of windows.

Lifestyle Brand

A lifestyle brand is when a brand influences the costumers to buy their products by presenting their products with models or celebrities wearing the product. This will encourage the customers as they will be interested in living a lifestyle like the models they have seen wearing the customers. The brands will then slowly start to grow and present more products to the customers that associate with the original product. For example, the Ipod is followed by headphones.