Week 5 Discussion
Born in 1902, Cadillac is currently the second oldest American automobile manufacturer (behind Buick) and among the oldest automobile brands in the world. The feeling of superior product, better service, luxury product and utmost maximum satisfaction immediately come to mind when I hear or see the name of Cadillac or its logo. To many people, the name “Cadillac” is practically synonymous with the American Dream itself – a dream rooted in aspiration, achievement, and success. But why exactly has Cadillac earned this high position? What key elements have elevated it to this superior place in the heart of the American consumer? According to Dale Buss Cadillac “does not need a new brand. After all, it cannot distance itself from its 112-year-old history — and we should not. Cadillac is an iconic luxury brand with a heritage that creates authenticity, a unique asset that many other brands would love to have.”
- When you think of a brand, it makes you think and feel a certain way. Those images are carefully crafted by Brand Managers. So for this discussion, choose Walmart or McDonalds or Cadillac and discuss what words, feelings and images immediately come to mind when you hear the brand name or see the brand logo.
- Then discuss how the marketers have created these ‘feelings’ and thoughts for consumers and why you think they created them.
As a consumer, the brand name or logo help us in various ways such as:
•It helps in identifying the producer of the product easy.
•Symbol of quality and sense of satisfaction for the consumer.
•Help the consumer to easily identify the product from the bulk.
•Promise Bond attacked with producer maker.
•Brand does not represent only name. They involved perception and feeling about a certain product and its performance.
•Brand create a strong impression in the mind of consumer.
According to Hemmings, the World’s Largest Collector Car Marketplace, “At the beginning of the 21st century, Cadillac adopted a new emblem, representing the first major change since 1963. The wreath and crest was made sharper and sleeker with crisp angles, presumably in an attempt to keep pace with the company’s bold “Art and Science” design philosophy.
The familiar color scheme remained, however. Cadillac says that the black against gold denotes wisdom and riches; red indicates prowess and boldness in action; silver stands for purity, charity, virtue and plenty; and blue represents knightly valor. Meanwhile, the background of the wreath and crest is platinum–the most valuable metal.”
GM is producing some of the best cars in its history, represented by Caddy models such as the full-size XTS sedan, the compact ATS and the sporty CTS-V. I believe that if you have a Cadillac in your driveway you are a “somebody”. Most American people actually dreamed about that one day, to own a Cadillac. It still is the ultimate status symbol. Neighbors envy everyone who owns a Caddy and other motorists enjoy watching Caddy owners drive by. I think that Caddy drivers love the bulkiness, the high viewpoint, and the safety they felt from driving larger vehicles.
When I see a Caddy or a Caddy logo I associate it with wealth, picturing Marilyn Monroe wearing diamonds and gold jewelry, a furry, long coat getting out from a limo accompanied by a charming prince.
The Caddy is considered a luxury car because of the features it has such as the sunroof cover that swings all the way back for a full view of the sky, the satellite radio, the speed and the smoothness of the engine; the car speaks for itself, it’s a special vehicle. The American luxury SUV, the Caddy Escalade, has built up a reputation for being the go-to SUV for a combination of style, prestige, and reliability. They’re big, so you can fit plenty of people with you, and they’re luxurious, so you’re extremely comfortable.
Today, not only in America but around the world, people still want to drive a status symbol to show their success.
I believe that marketers have created these ‘feelings’ and thoughts in order to fully attract and engage customers in buying things. They persuade and manipulate the consumers into making an emotional decision or giving an emotional response to buy that specific product. Additionally, using familiar melodies and hints implying that others are using the same product in their own unique ways can be of great advantage creating the sense of belonging. This also makes the customers to feel unique and secure in their own way. I believe that when using emotional appeal in advertisement marketers make the customers believe that their lives will improve, become safer or they will have a more comfortable life once they use the brand being advertised.
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