How they do it: Through both their online store as well as physical brand stores, Freitag controls the whole product presentation. Due to the unique selling proposition of using only recycled materials, the manufacturing and sourcing process plays a great role for the customer experience and enables customers a high identification with the products and the brand.
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How they do it: Lamborghini’s cars are a statement for buyers and people who are seen with it. The powerful performance undermined through its loud exhaust and its characteristic design make a purchase a statement. Buyers can be sure that their car is recognized for what it is. The logo of a bull relate to the product names.
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How they do it: Harley Davidson is based on the marketing image of the ”lone rider”, initiated to emphasize a more working-class, macho, and a little anti-social attitude associated with motorcycling’s dark side.
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How they do it: IKEA’s stores and products are all designed around the theme ”Nordic living”. Products are named with Swedish words and the food offered in the IKEA restaurants and grocery stores is mainly Swedish as well. Hence IKEA products and product names have a high recognition value.
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