Week 6 - Understanding Brand Values

In the lecture we looked at Brand Essence and Values. Brands need to live in the minds of the consumer, the consumer has functional and emotional needs. Brands are all weighed by their value and cost, the functional values are the practical benefits the consumer will be offered by the product or service.
We then looked at a brand essence model, here you can question or create a brand.
We looked at Adidas as a case study, looking at an example of their brand essence model of their different collections including Adidas Performance, Adidas Orginals and Adidas style.

We also looked at Brand DNA, this refers to a brand's distinctiveness, novelty, and attributes as compared to those of the competition. 

In our seminar we looked at our day in the life diaries we had been asked to do over the weekend, I went to visit home that weekend so mine was slightly different to my normal day to day life.

10:30am - Wake up - Next
10:35am - Have breakfast - Nestle
10:45am - Check phone - Samsung
10:50am - Check laptop - Apple
11:15am - Get changed - H&M, Newlook, Primark, La Senza
11:25am - Brush teeth - Colgate
11:30am - Check phone - Samsung
11:35am - Makeup - No7, Benefit, Bourjois, Collection 2000, Rimmel
12:00pm - Go to town - Volvo
12:30pm - Cafe - unknown brands
1:30pm - Shopping - H&M, Topshop, Newlook, Vodaphone, EE, Countrywide
4:00pm - Check Phone - Samsung
4:05pm - Go to grandparents - Volvo
7:00pm  - Go home - Volvo
7:30pm  - Dinner - homemade dinner
8:00pm - TV & laptop - Adverts, Apple
11:00pm - Brush teeth & change - Colgate Simple, Topshop
11:10pm - Go to bed - Next

There were still many brands that I interacted with throughout the day, some came up several times including; Samsung, Volvo, Newlook, Colgate and Next. In groups we looked at each others days and what brands also came up most in theirs. Between our group Colgate, Samsung and Apple came up the most. Until doing this day in the life, I wasn't really aware of how many brands I was actually interacting with in a day to day basis, it's quite scary!