The case, Old Spice: Repeating Success in the Face of Competitive Threat explores the advertising issues that Old Spice faced and the decisions its marketing team had to make. The case first goes over the success that Old Spice had with its Swagger deodorant campaign and how it created a halo effect that increased the sales of not just its Swagger product but also its other products. However with this success, the Old Spice marketing team was not sure if the Swagger campaign would keep being effective and whether they needed to come up with a new approach through rebranding a weak product or through promotion of a new product by using a new insight. Another decision that the marketing team was trying to decide on was whether to shift their
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Brand equity is an important part of the brand’s thinking because it is how consumers view and think of the brand. Brand equity influences how the brand is positioned and what types of marketing strategies that can be effective in promoting the brand. A brand’s equity is also very hard for a company to change because it is how a consumer perceives and feels towards a certain brand and influences their buying behavior of that brand’s products. Another important factor that was mentioned in this case was the halo effect. The halo effect is when the association of other products of a brand that are not being advertised are tied to the success of an advertised product of that brand. For example, Old Spice’s successful advertising campaign of its Swagger scent deodorant helped to increase sales of its other Old Spice products even though they weren’t being advertised. The halo effect is very important because it increases brand awareness with customers and if a consumer looks favorably on the product being advertised, they usually associate it also with the brand and its other products. This is important in advertising because it cuts down on costs because it only focuses on advertising one product in the brand but it helps the increase the sales of other products without having to advertise them and helps create brand
Brand equity is an important part of the brand’s thinking because it is how consumers view and think of the brand. Brand equity influences how the brand is positioned and what types of marketing strategies that can be effective in promoting the brand. A brand’s equity is also very hard for a company to change because it is how a consumer perceives and feels towards a certain brand and influences their buying behavior of that brand’s products. Another important factor that was mentioned in this case was the halo effect. The halo effect is when the association of other products of a brand that are not being advertised are tied to the success of an advertised product of that brand. For example, Old Spice’s successful advertising campaign of its Swagger scent deodorant helped to increase sales of its other Old Spice products even though they weren’t being advertised. The halo effect is very important because it increases brand awareness with customers and if a consumer looks favorably on the product being advertised, they usually associate it also with the brand and its other products. This is important in advertising because it cuts down on costs because it only focuses on advertising one product in the brand but it helps the increase the sales of other products without having to advertise them and helps create brand