|At Christmas, Shop by Brand
By: Cindy Wendland
The goal of marketers is to have customers ask for your product by name or by brand. Then you know you have filtered through all the clutter and made a memorable connection with your customer. Some brand examples where this has been achieved are North Face jackets, Bean boots, and Coach purses.
Many times websites can make it easier. We searched for Christmas brands and found Christmascentral.com, which has the tagline “So good, even Santa shops here.” That’s quite a testimony! If you are searching for something particular, it is so easy, since they list both brand manufacturer and private label.
Other sites naturally allow searching by brand. Zappos.com offers an alphabetical brand index. Milaeger’s, a local home and garden store, offers Christmas ornaments by brand online. If you are a collector, that is very important to allow you to sift through the clutter.
At Christmas time, people have traditions. One of ours is to enjoy Bailey’s Irish Cream over ice while wrapping presents. We wouldn’t dream of drinking another brand such as Carolans, Brogans, or Saint Brendan's. Bailey’s is our favorite and we are loyal.
Advertising and marketing can serve to increase awareness at the holiday season. In the end, marketers hope they have accomplished brand recognition and brand strengthening throughout the year so that it pays off in the holidays and people shop specifically for their brand!
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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