In the consumerist mass society, identity is to consumption choices and therefore our consumption choices say who we are (do you remember who wore the emergency shirt in high school?). But why is a choice of consumption also a choice of identity? we…
Brand positioning: explanations and strategies
When you always hear about competition, in practical terms it indicates the . Positioning of a product or a brand compared to its competitors. In 1981 the word positioning corresponded to the process of placing a product in the consumer’s…
Innovation and Marketing: the strategic role, components and characteristics of innovations
Innovation decisions are complex and risky, but of vital importance for the survival and development of the company . That’s why Innovation and Marketing go well together. Obviously, the value of innovations is higher for high-tech sectors and tends to increase over time. Just…
The Marketing of Services. What Changes Compared to the Products and How to Act
We’ve already talked about how marketing had a different application for men and women . Now let’s see what changes when we have to sell a product or service. The latter has different characteristics from products which are: intangibility, heterogeneity, inseparability between production and…
What is Sound Branding The synergy between Marketing and Music
In the last 10 years we have unconsciously (or not) witnessed the evolution of marketing, which has transformed the consumer from a mainly rational actor to a more emotional one, increasingly influenced by the symbolic and emotional aspects of consumption . Scholars…