Institution: Brand Values

Brand Values

1) Adidas is a multi-national corporation in which is dedicated to producing a variety of products ranging from clothing to trainers.  Adidas comes up as 'self importance and pride' as well as 'successful people' according to the 13 lines of appeal. This is primarily because of the products it produces as well as its dedication towards its customers. It fits into self importance because Adidas is seen to be very dominant in the clothing and shoe industry and try to maintain this through its competitive advantages against rival. It also fits into successful people because the staff working at Adidas are hard working and are dedicated in making better customer relations. 

2) Adidas is quality brand with a unique strive for aiming high.

3) Dedication

1) Sony is a multi-national corporation in which invests in electronics (mostly) and is set on changing technology through the innovative products it produces such as the 'PS4'. Based on the 13 lines of appeal I think that Sony fits in with many such as, Happy families, Successful Careers, Elite people/experts and self importance & pride. In that happy families meets Sony's line of appeal because a majority of its products are aimed at bringing families together such as T.V and gaming. I think that successful careers meet Sony's line of appeal because the company is based on unique ideas which is what successful people have. In addition, elite people match with Sony because it takes people who are very knowledgeable about technology to run the business. Finally, I think that self importance is another part of Sony's line of appeal as Sony wants to be presented as unique and wants to stand out from competitors.

2) Sony is very much driven to create better products for its consumers.

3) Innovative

1) Louis Vuitton also known as L.V is a well-known designer brand, known for its iconic belts as well as cloths and accessories. This company seems to match a few of the 13 lines of appeal such as 'Rich luxurious lifestyle', 'Self importance and pride'. The reason why it fits in with Rich luxurious lifestyle because the products that L.V sell are seen to be quite expensive which would possibly attract a higher class audience and this makes the business luxurious due to the price of its products. The reason why I think that self importance fits with L.V because it brands its product at a specific market segment which shows that this company wants to be seen as based for higher class people.

2) L.V wants to deliver a unique type of approach to its audience and target at them specifically.

3) Luxurious

1) Coca-Cola is the most successful business out there in the world, gaining billion dollar figures each year as its average income. According to the 13 lines of appeal, there are a few that Coca-Cola may just fit into for example, 'Happy families', 'Romance and love' and 'Self importance and pride'. The reason why Coca-Cola is a line of appeal to families is because most of their adverts and the message they give out to audiences is to enjoy your-self with the people you love which also correlates well with romance. Secondly, the reason why romance is a line of appeal for Coca-Cola is because one of their tag lines is... 'Share a Coke with Friends' or the one you love which gives out an atmosphere of love and romance. Finally, Coca-Cola is part of self importance because they want to share the spirit with everyone and deliver their products to many stores in order to do that.

2) Coca-Cola is a business that is determined to bring families together and to have a good time

3) Joyful

1) Audi is one of the most popular car brands to date and is in the top 10 most driven cars on the roads. The company Audi produces mostly vehicles ranging from sports cars to family cars. According to the 13 line of appeal, Audi fits into a few selections for example, 'Happy families', 'Elite people', 'Rich/Luxurious lifestyle' and 'Successful careers'. Firstly, I chose happy families as one of the appeals to represent Audi because Audi does produce vehicles that are aimed (mainly) at families and show multiple images and adverts showing this. Secondly, elite people fit Audi as a line of appeal because it is a manufacturing company which produces cars and needs intelligent people to control the productivity. Moreover, a rich and luxurious lifestyle fits Audi as some models of there vehicles such as the Audi R8 is seen to only aim at higher class people. This is an example that some of Audi's products can be aimed at certain people. Finally, successful careers is another line of appeal as Audi is a successful business and would have successful employees working there.  

2) Audi is a business that creates cars aimed to improve driving experience for all consumers

3) Determined