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: 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: 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: 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: Products displayed on Pinterest (e.g. organic posts by users or ”Promoted Pins”, paid for by brand advertisers) are a form of experience selling. The popularity of a product (often based on its visual appeal) is voted on by the community, and feedback on the product’s experience is provided below the user. A sponsored post is often surrounded by similar posts of the same category or brand, which fosters the unique discovery appeal of Pinterest.
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