purpose
Brands present their brand image and corporate values to their audience in a way that allows consumers to understand the brand and establish a connection between the corporate values. Businesses develop their positioning to articulate and communicate the value of their brand to their target markets and customers (Liao et al., 2023). When a brand establishes it‘s positioning, it typically ensures the following; firstly, the target markets and customers; secondly, what the quality benefits are and the impacts that brand’s goods and services can deliver to consumers; and thirdly, the basis for such benefits and impact (Papadopoulou et al., 2023). After establishing their brand positioning through the above three points, different brands communicate the value proposition of their brand value that enables the brand to stand out from its competitors and, more importantly, provide this brand value to its customers.
Brand value positioning is essential for organisations to share the value their brand clearly delivers to customers. The brand philosophy can be realised internally through the brand positioning statement and externally through the various marketing programmes developed by the brand and through the products developed by the brand, spokespersons and partners that can directly represent its brand values (Li et al., 2022). For instance, McDonald’s is one company that has a very significant brand presence, it’s mission is convenience and is happy to offer the most basic food items, namely fries, burgers, and colas (initially milkshakes), and become loyal and repeat McDonald’s customers. Raymond Kroc, the founder of McDonald’s. Its vision for McDonald’s was to become the world’s leading fast food company (Wilson et al., 2023). The company insisted on advocating the basic idea of serving consumers better. “Quality, Service, Cleanliness, and Value” are the corporate values of McDonald’s Corporation, and they have never changed (Wilson et al., 2023). McDonald’s Corporation’s homogeneity, standardisation, logo with huge yellow double-tapping doors and the well-known “Ronald McDonald” image are the critical conditions for McDonald’s Corporation to become the leading company in the global food and beverage market.
There’s a common saying in the consumer arena that “25 is a forever opportunity for consumer goods.” While the Gen Z generation focuses on the brand’s uniqueness, Gen Z’s diffuse thinking and high level of inclusivity mean that the brand values will keep them returning for more (Gomes et al., 2023). Many brands communicate their brand image and values through adverts and spokespersons. Products can also be used as a way tocommunicate brand values. For example, many luxury brands have begun to reduce the use of animal hides and skins to communicate environmental protection; Starbucks’ cups and straws are designed to reflect the company’s environmental philosophy. In addition, brands will establish charitable foundations and other functions; in addition to tax avoidance, it also conveys positive brand energy to consumers.
References
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