How Does `Lifestyle’ Branding and Marketing Add Value to Products and Services from the Perspective of Consumers?

2463 Words Apr 2nd, 2013 10 Pages
Essay Marketing: How does `lifestyle’ branding and marketing add value to products and services from the perspective of consumers?
In order to see how lifestyle branding and marketing adds value to products and services from the consumers perspective we need to start by explaining that the core of the consumer society is not the product or service offered but the consumer itself. Holbrook & Hirshman 1982 “characterize consumption as a flow of fantasies, feelings & fun, and focuses upon the symbolic, hedonic and aesthatic nature of consumption” thus we can argue that consumption is a psychological process through which people demonstrate social status, happiness and a self-identity. Engel, Blackwell & Miniard 1995 defines
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This seperates consumers into “eight distint types – or mindsets – using a specific set of psychological traits and key demographics that drive consumer behaviour” it also includes two crucial concepts, primary motivation and resources, which help determine how a individuals will express themselves in the marketplace as consumers. Another successful segmentation scheme is Valette-Florence and Jolibert 1990 AIO categories of lifestyle. They claim that “lifestyle compromises consumption patterns, AIO and social values” and through this way target consumers. (e.g. Nike – sporty lifestyle, Hollister – Californian beach lifestyle, Porsche – wealthy lifestyle, the Gap – all American lifestyle) Lifestyle branding is about conveying relevant lifestyle images, which are codes that transmit meaning to individuals. Value is only obtained when the marketing of the lifestyle brand is clearly received and understood by

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