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: Starbucks’ thousands of stores worldwide provide a range of food and beverages, including coffee, pastries, snacks, teas, sandwiches and pre-packaged food items. In addition, Starbucks offers a range of features, products and services that together make for the unique Starbucks experience (e.g. WiFi, relaxing music, a cozy atmosphere and comfortable furniture).
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How they do it: In its ”Porsche Experience Centers”, the brand aims to let customers explore the car models and associate positive emotions and foster affection before the purchase decision is made.
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How they do it: Dollar Shave Club has a distinct brand image focusing on the bearded man. By focusing on the manliness also in its advertising campaigns it allows the customers to identify themselves with the brand.
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How they do it: Associations with extreme sports (e.g. Formula One, motocross, windsurfing, BMX and snowboarding) combined with the distinctive RedBull branding enables the company to charge higher prices for its products. Customers, predominantely young males, desire the whole ”experience” associated with the RedBull lifestyle, and not simply the product or its functional value.
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