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: Rolls-Royce, sold via luxury dealerships, legitimizes their high sticker-prices – the average vehicle price is over $600,000 – with the image and positive associations of the brand. Promotion activities are similarly aligned with this highly exclusive approach.
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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: 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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