Institutions - Brand Values

Brand Values

Choose 5 brands. For EACH brand:

Sum up the brand values in 100 words, making reference to Dyer’s lines of appeal

Distil the brand values into one sentence of no more than 10 words. 

Sum up the brand in ONE word.

Brand 1: Apple

Apple has perception of high quality and uniqueness which justifies the price of its products and as it's used in numerous countries it makes the brand desirable. Apple has the lines of appeal of happy families, rich luxurious lifestyles, glamorous places and self importance and pride. Having Apple products reinforces involvement and the expense of goods evokes a feel of a luxurious lifestyle. This relates to self importance as Apple products are admired, therefore, having one will result to that. Also when inside an Apple store, it is glamorous and professional which makes the customer feel that they are glamorous.

The Apple brand is about professionalism with distinctive, fun characteristics.

Apple brand in one word: Innovative.

Brand 2: Seventh generation

Seventh Generation brand is a company that is best for the environment that turns a profit whilst benefiting its workers, its community and the earth. It has Dyers lines of appeal: nature and the natural world and happy families. This brands targets having goods that improve the environment which is beneficial for nature as they have products that are biodegradable and vegetable-based cleaning goods which reduces pollution and environmental damage. Also their products have traditional ways of helping the community like having chlorine free tampons and paper towels and natural lotion baby wipes which symbolises wholesomeness and family orientation.

The Seventh Generation brand is about sustainability and being ethical. 

Seventh Generation brand in one word: Eco-friendly.

Brand 3: Disney

Disney is an international cultural icon where families could escape the outside world and enjoy themselves through the sensational types of entertainment that Disney offer. The lines of appeal they explore are: Happy families, Dreams and fantasy and Childhood. This is because Disney is mostly recognised as family orientated with optimism and a loving environment. Also, Disney explores dreams and fantasy mostly through their films and theme parks which are viewed as extraordinary as they contain excitement that is exceptionally different to any experience. Finally, they contain childhood through their animations and exhilarating entertainment which children, and adults, adore.

The Disney brand is about imagination, happiness and contains fun.

Disney brand in one word: Magical.

Brand 4: Money Supermarket

Money Supermarket is a brand that takes care of necessities like insurance, Money, Energy and More.This brand fits into several of Dyer’s lines of appeal: Elite people or experts, successful careers and comedy and humour. This brand portrays professionalism and specialises in finance so makes evokes a sense of expert handling on finance. Also, successful careers are shown as Money Supermarket handing money so there is contentment with financial statuses and increased consumer confidence in the brand. Finally, there is also a sense of comedy and humour portrayed as the adverts are humorous which brings relaxation to the company. 

The Money Supermarket brand is about being economical confidently. 

Money Supermarket is one word: Reliable. 

Brand 5: Victoria's Secret

Victoria's Secret Brand is sensual and associates with sexy lingerie womenswear and beauty products. It has the brand values of fashion, essentials and quality and explores the lines of appeal of successful romance and love, glamours places and beautiful women. This is shown through the products sold by this brand which could be dedicated to love and relationships. Also, often this brand is seen as fashionable and glamorous as the beauty products resemble allurement and enchantment. Finally, this brand signifies beautiful women as the lingerie is quite seductive and there is often attraction and admiration towards the Victoria Secret models.

The Victoria Secret Brand is about secrecy, charm and captivation.  

Victoria Secret Brand in one word: Intimate