Final Customer Purchasing from an Intermediary of the Product
Acquire Steps: Acquire steps include all activities the customer completes preceding the purchase of the product. These steps include the customer's efforts needed to identify and evaluate Intermediaries and travel to the Intermediary location.
Knowledge: Add knowledge
Relative benefits: Help customers understand the unique benefits of your product
B. Establish reputation for brand.
Get professional or third party endorsement
|1||2001||5311||Burlington turned to Christopher Lowell, a gregarious home decorating expert with cable TV to upgrade its image. Introduced in November, 2000, Lowell's home collection is turning out to be a winner for Burlington.|
|2||1999||5699||Scores of fashion marketers now use celebrities to publicize their brands in the minds of the public. But it was Giorgio Armani who made celebrity marketing an art form and took it to unimaginable and lucrative extremes. Before the mid 1990s, the tactic of enlisting luminaries as human billboards was unheard of in fashion. Designers typically draped their clothes upon beautiful models, not famous people. Armani changed all that. The most powerful platform for advertising for Armani was Hollywood. From the beginning, Mr. Armani made the stars the integral to his overall marketing plan. In the 1980 movie, "American Gigolo" actor Richard Gere was a walking Armani fashion show.|
|3||2003||5699||Quicksilver goes for an "authentic" image using celebrity endorsements. It recently signed the British US Open champion to wear its Fidra clothing line (golf apparel). Quicksilver also plans to start a new men's footwear line.|
|4||1997||5941||Following the introduction of the Jordan brand of athletic shoes and subsequent sell-through, The Sports Authority hopes for another blow-out with the soon-to-be-introduced Iverson basketball shoes.|
<< Return to Acquire Steps