BRANDS OVER TIME LECTURE 7

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BRANDS OVER TIMELECTURE 7
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Brands Over Time

• An Example Ivory

• The brand Ivory includes soap ingredients,
  manufacturing plants, packaging, employees.
• Ivory also includes a long heritage.
• Other competitors existed in 1890s
• Sapolio, Pearline, Pears Kirks, Packers Tar,
  Fair, Cuticura, Woodburys, Wool Soap

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• 1926

1927
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1932
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1940
1942
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Brands Over Time

• Clearly, some brands are more or less successful
  over time. Why.
• To answer this question we will talk about the
  following issues
• How consumers preferences develop over time
• Nostalgia and nostalgic influences
• Role of consistency over time

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Brands Over Time

• How preferences develop over time is not well
  understood. Interesting findings are emerging.
• Holbrook and Schindler find preferences for
  aesthetic products are time-dated.

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Brands Over Time - Nostalgia

• Originally studied as a 17th century physical
  malady of Swiss mercenaries.
• Defining Nostalgia
• bittersweet recall, longing for past period, good
  old days
• not basic memories or recollections, but...
• Nostaligia ? "a longing for the past, a yearning
  for yesterday, or a fondness for possessions and
  activities associated with the days of yore"
  (Holbrook 1993, p.245)

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Brands Over Time - Nostalgia

• Nostalgia is a characteristic of the consumer,
  not an object, event, etc..

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Brands Over Time - Nostalgia

• An important distinction about nostalgia should
  be considered ? Personal vs. Historic

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Brands Over Time - Nostalgia

• Nostalgia has been examined from a number of
  perspectives
• As a personality trait (Nostalgia Proneness
  Scale)
• In the form of memoryautobiographical memory
• As a foundation of the self
• As an influence on the outcomes of marketing
  communications.
• An Example of Nostalgia and Marketing

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Brands Over Time - Nostalgia

• Does nostalgia influence advertising outcomes?
  Muehling Sprott (2004)
• Experiment
• Nostalgic Kodak Advertisement
• Non-nostalgic Kodak Advertisement
• Dependent Measures
• Ad Attitudes
• Brand Attitudes
• Purchase Intentions

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Brands Over Time - Consistency

• A crucial aspect of maintaining branding
  successes over time is consistency.
• Background
• People prefer consistency ala consistency
  theory
• Heiders Balance Theory
• Bems Self-Perception Theory
• Cognitive Dissonance
• People are more favorable to people, ideas,
  objects that are consistent. Thus

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Brands Over Time - Consistency

• Brands that provide a consistent image to
  consumers should be preferred to brands that do
  not.
• Coke John Deere Ivory (remember the ads)
  Mercedes
• As Aaker notes, when a brand is consistent
  management can
• Own a position in consumers minds
• Own a recognizable symbol
• Gain cost efficiencies

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Brands Over Time - Consistency

• Consistency is not always the best approach
• As Aaker notes, brands might need to be changed
  when the brands identity/execution is
• Is Poorly Conceived
• Is Obsolete
• Appeals to a Limited Market
• Is Not Contemporary
• Is Tired

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Brands Over Time

• Next Class Discussion
• An Interesting Article by Olsen
• Think of an important brand in your present life
  that has meant something to you family over time.
  Why has it been so important?

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