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: 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: 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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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: 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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