Think of how the US Air Force (USAF) that is marketing
itself
After reading the below articles; think of how the US Air
Force (USAF) that is marketing itself. This organization has products and
product lines just like any other company/organization. Example of a product
would be 4-year enlistment contract with a guaranteed job in the Air Force.
Now, assume that you are the newly assigned product manager
for the brand and product. The commander for USAF Marketing wants a report on
how this product or service has been branded. Please help me address the
following question as part of my report!
(1) For the product you chose, identify 1 or 2 competitors.
How is the AF product different from the competition? Are the products similar
so the marketer relies on brand to sell the product? Or are they truly
different?
Hint: Think broadly about the USAF competition. A hot
recruit for the USAF might consider the Navy, Marine Corps, Coast Guard or Army
… or a career with a Fortune 100 company.
.
(2) What is the personality of the brand of the product you
chose? One way to answer this question is to ask, “If this brand were a
person what would it look like? Would it be a tall man in a conservative suit
and tie? A young girl in a suggestive outfit? Would the brand be singing and
dancing? personality of the brand Walking? Sitting? What music relates to your
brand?
(3) Do consumers have a relationship with the brand? If so
how would you characterize it and why? (Refer to the â??More Than A Name: The
Role Of Brands In People’s Lives article.)
(4) What evidence do you have that consumers are or are not
loyal to this brand? Or is consumer loyalty dead? Don’t use quotes but you can
look up stories and cite them.
(5) How does your brand’s target market relate to the
brand’s personality? I.e., explain why you believe there is (or is not) a good
match between brand personality and target market?
(6) Based on the assigned articles, would it make sense for
this company to use celebrities to brand themselves (a) for a particular
product and (b) for recruiting? What ONE celebrity might this company use and
why? Based on the “A Teakettle with Star Power” article, what are the
pros and cons?
(7) How would using a celebrity help (or hinder) the
company’s desire to create and communicate a brand personality?
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