Full metadata
Title
Understanding Branding and Consumer Perception as it Relates to the Political and Social Climate
Description
This report was commissioned to provide an analysis and evaluation of consumer perceptions and branding as it relates to the political and social climate in America. To be able to do this, the paper analyzes shifts in the external environment as well as researching case studies and online consumer perception surveys. Overall, this paper aims to examine the distributed survey and attempt to correlate and identify how branding, consumer perceptions, and social and political issues all can work and affect one another. Through the administration of this survey, we were able to formulate a conclusion that points towards the importance of brands actively adhering to changing consumer preferences, ideals, and expectations. The research draws attention to the fact that brands are now living in polarized times, in which there can be numerous risks and opportunities for taking a particular stance socially or politically (Kleinberg, 2017). Thoroughly understanding and measuring brand customer perception in regards social and political stance can be vital to the future success or demise of a brand. To further understand consumer perceptions, it is imperative to analyze the opinions and information of the demographics in which brands appeal to. They can have differing opinions on the subject matter, therefore brands must be sensitive to these differences, and make changes accordingly. Moreover, analyzing current advertising campaigns are essential in gauging the overall expectation that consumers have for their brands in relation to current political and social climates. In essence, these questions and studies led us to formulate our final recommendations pertaining to this subject. Therefore, it is recommended: Brands should consider the political ideology in which the majority of their consumer base identifies with in order to leverage consumer purchasing power Brands should institute protocols before officially releasing proactive or reactive ad campaigns, such as brand advisory committees, competent spokesmen, issue based ads By utilizing this information, it allows brands to be proactive and refocus their objectives in order to accommodate varying consumer perceptions.
Date Created
2018-05
Contributors
- Clark, Sydney Chantal (Co-author)
- Loera, Carolina (Co-author)
- Montoya, Detra (Thesis director)
- Samper, Adriana (Committee member)
- Department of Marketing (Contributor)
- Department of Management and Entrepreneurship (Contributor)
- Barrett, The Honors College (Contributor)
Topical Subject
Extent
92 pages
Language
Copyright Statement
In Copyright
Primary Member of
Series
Academic Year 2017-2018
Handle
https://hdl.handle.net/2286/R.I.48349
Level of coding
minimal
Cataloging Standards
System Created
- 2018-04-25 12:10:29
System Modified
- 2021-08-11 04:09:57
- 2 years 9 months ago
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