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: 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: 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: To protect the Nespresso brand and make it more exclusive, Nespresso gave its stores a unique high-end design, positioning their products and coffee as exclusive and high-end. The focus in the stores lies on giving its customers superior customer service and position the coffee as a luxury product.
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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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