Brand Analysis

Brand Analysis

Answer No. 1: LivingSocial's Brand Strategy

The success of the first product launch of LivingSocial with the name of 'Pick Your 5' helped a lot in shaping the brand personality of LivingSocial. Moreover, company's ability to recognize the consumer preferences furthered its creation of brand personality. LivingSocial's ideas behind its products lie within the fact that the company focuses on providing the ultimate experience of consumers by knowing their preferences. LivingSocial used online promotions as its promotion variable which turned out to be a huge success in the youth. I believe that the company's basic product mix revolves around 'online to offline commerce.' Company offered various discount schemes and packages which contributed a lot towards shaping its brand personality.

The socializing feature even in the purchase process helped enhancing its promotion activities. Further, I believe that the brand strategy of LivingSocial was to capture the market by providing extensive discount offers promoting through social media. Introduction and implementation of 'member bills of rights'; provided another milestone in shaping the brand personality. Advertising campaigns of daily deals were a part of LivingSocial's promotion activities making the brand more attractive to the consumers. Lastly, effective communication between the salespeople and the advertisements designing merchants helped creating the motivation required for implementing successful brand strategy. The excitement and sincerity created by LivingSocial for its customers helped shaping its brand personality.

Answer No. 2: Aaker's Text

According to the Aaker's text, I believe LivingSocial must avoid the trap of brand image. LivingSocial might end up getting involved in the brand image trap if LivingSocial do not communicate the essence of its company fairly and effectively. The brand image trap can hurt the image of LivingSocial making 'discount offerings' its brand identity. I believe LivingSocial needs to communicate its 'discount offerings' in a manner that does not ...