Consumer Behavior - Branding the Term Paper

Download this Term Paper in word format (.doc)

Note: Sample below may appear distorted but all corresponding word document files contain proper formatting

Excerpt from Term Paper:

As Farrell (June 14, 2000) states: "The idea is to make milk the "cool" drink. The "mustache" still runs, with current stars such as Britney Spears." The success of such milk advertising to teens, it seems, represents an especially skillful endeavor, since milk is otherwise so much (and traditionally) associated with babyhood and early childhood, life stages (and self-images and reflections by others) that teens in particular generally yearn to leave far behind. Moreover, the considerable success of the "milk mustache" campaign proves very well the fact that just about anything can be successfully marketed to teens, as long as it is marketed to them with enough imagination, research, and skill (and with plenty of advertising dollars).

Some advertising for teens is also currently undergoing some interesting media changes, internationally. Within one global mega-conglomerate, Coca Cola, according to Foust (March 1, 2004):

Coke has diverted money into new initiatives that allow it to embed itself into the favorite activities of its target audience, everything from sports to music to the Internet. In Spain, Coke launched a Web site where the large share of twentysomethings who still live at home can design their own "virtual apartment," Sim-City-style. In Britain, the soda giant created a Web site,, that lets surfers mix their own tracks -- and then submit them for a "thumbs up" or "thumbs down" review by peers. (Business week online)

But the Coca Cola Company has also been equally hard at work at home lately, developing and energetically trying out on suburban American teens new advertising media and messages (U.S. equivalents of Coke's new marketing practices piloted in Europe). The idea behind these, as with the European ones, is that Coke is not just a product; a "lifestyle" (or at least a new way of 'hanging out' with other coke-sipping friends) also now comes along with the product. Specifically, Coke has created a whole "cool" [to teens, at least] experience intended to be integrally and automatically associated with "cool" Coca Cola.

To accomplish that, Coca Cola has begun using a combination of upscale mall locations; trendy, expensive decor; and popular music, that is, "Coke Lounges" strategically placed inside popular teen shopping spots. The overriding idea seems to be that the consumer pleasures of Coke need not be limited anymore to the mere physical consumption of it. As Foust (March 1, 2004) further explains:

When the marketers at Coca-Cola Co.... wanted to reach out to teens like Lauren Salapatek, a 17-year-old high school junior in suburban Chicago, the soda giant lured her to the Coke Red Lounge, a gathering area for mall rats built in a shopping center in the northern 'burbs. The lounge... offers exclusive music, movies, and videos piped in... [It] has quickly become a gathering spot for Salapatek and her friends. "It's cool, it's comfortable, it's in the middle of the mall," she nods approvingly as Linkin Park's Faint blares from the hooded speakers. (Business week online)

This is arguably the most insidious, yet also very likely the most deeply persuasive, type of advertising directed at teens (or at anyone). Through companies' using these cleverly ingratiating marketing techniques, products become associated, through "lifestyle experiences" with a now-desired mood, feeling, or lifestyle, always far beyond (and scarcely related to, if even that) what the product itself ever actually delivers.

Another recent teen marketing trendsetter in the United States is the Toyota Motor Company, with its, economically priced, custom accessory-laden Scion automobile line. Toyota's Scion division currently builds three models of unusually-shaped, offbeat-looking, relatively low-priced autos researched and marketed to appeal to teens. Besides the cars themselves, Scion also holds various themed "events" around the country, where young Scion owners can meet, mingle, and show off their custom paint jobs and optional Scion car accessories (e.g., polka-dotted floor mats and gear shift decorations; neon-colored cup holders, and various other effects, gadgets, and decorations, to their fellow Scion drivers and aficionados.

Toyota's teen-targeted Scion website homepage also features links to "Culture" (which then offers sub-links to "Events"; "Music"; "Scionware" (customized extra car accessories)," an installation art auction, and "Scion Chat." Also, from Scion's homepage, prospective consumers of this (supposedly, at least) hippest object on four wheels, may, should they choose, "Play the Scion Shuffle"; "Unleash Your Inner Flash Artist"; "make a music video," and "Show off your design skills and Scion love" (,October 15, 2005). Clearly, what is being advertised is (or so it appears, at least) very much more than just a relatively fuel-efficient economy car. Implicitly, then, to own and drive a Scion is to have joined a cyberspace-inspired "club" consisting of other drivers as hip as oneself. Such masterfully brilliant advertising and marketing, on corporate Toyota/Scion's part, has managed so far to very successfully "sell" the combination of being young; short of cash, and a Scion driver, as an extremely attractive teenage place to "be." Again, what is being convincingly sold to teen consumers, in much the same way as at Coca Cola's "Coke Red Lounge" in suburban Illinois, is not so much a tangible product as an implied, associated, accompanying image or lifestyle (or, more accurately, the false promise of one).

Consumer marketing, of course, by its very nature is designed to be, and indeed must be, profit oriented in order for companies to survive. What is harmful about ways many products are marketed is that so many advertisers of all products, for all age groups, associate their products with an image or lifestyle beyond what the product actually does or delivers. However, older consumers usually know from experience to be skeptical of such tactics, while teenagers do not. Most unfortunate is that, with the teen years being so difficult anyway, teens motivated by advertising and peer pressure to buy certain items can sometimes sincerely hope or even expect that ownership will transform them. In the future, perhaps what might be useful and beneficial to teens (and all consumers) would be wider, more frequent, better known availability of books; websites; seminars; classes; articles, etc., like those so ubiquitously available to advertisers, for wary (and/or inexperienced) consumers themselves. While it is unlikely that such resources would make us any less susceptible to either peer pressure or to deceptive or manipulative advertising, they might at least better enable consumers, particular the youngest, to better recognize, understand, and critically evaluate what advertisers are really up to.


Farrell, G. (June 14, 2000). Milk does a body good, but ads do the industry even better. USA today. Money Section. 7b. Retrieved October 14, 2005, from


Foust, D. (March 1, 2004). Coke: Wooing the TiVo generation. Business week online. Retrieved October 15, 2004, at / magazine/content/04_09/b3872088.htm.

Grimaldi, V. (2005).What is branding? Retrieved October

14, 2005,from:

Gunderson, E. (September 22, 2000). Marketing to teens. USA today. Life Section. 1-2E. Retrieved October 14, 2005, from: college / business/casestudies/20010831-biz01.pdf.

Kanner, A., & Kasser, T. (Eds.).(October 2003). Psychology and consumer culture: The struggle for a good life in a material-istic [sic] world. New York:

American Psychological Association (APA). Iii.

Kersting, K. (June 2004). Driving teen egos -- and buying -- through 'branding'.

Monitor on psychology 35(6). Retrieved October 14, 2005, from:

Linn, S. (May 2004). Consuming kids. Boston: The New Press.

Toynee, P. (2004). A key component of marketing green lead batteries. Green lead workshop [April 28 to April 30, 2004, London].Retrieved October 14, 2005, from:[continue]

Cite This Term Paper:

"Consumer Behavior - Branding The" (2005, October 16) Retrieved November 28, 2016, from

"Consumer Behavior - Branding The" 16 October 2005. Web.28 November. 2016. <>

"Consumer Behavior - Branding The", 16 October 2005, Accessed.28 November. 2016,

Other Documents Pertaining To This Topic

  • Consumer Behavior New Zealand Consumer Behavior This

    Consumer Behavior New Zealand Consumer Behavior This research paper has to do with the consumer behavior of the people of New Zealand. The structure of the paper is broken down into how consumer buying behavior is affected by "income status, occupation, Education, geographic, demographics, lifestyles and culture, possessions and level of influence" in their desire to purchase a product such as Hennessey Cognac. Income status means a great deal when looking at

  • Consumer Behavior in the Wake of the

    Consumer Behavior In the wake of the London 2012 Olympics, discount airliner Easyjet recorded a boost in its business. The company reported that demand for flights from London was strong after the Games, boosting profit expectations for the year from £280m-£300m to £310m-£320m (BBC, 2012). The company noted several factors that contributed to the boost, many of which relate to the concept of consumer behaviour. For example, the article cites that

  • Consumer Behavior Segmentation Targeting and Positioning

    Consumer Behavior: Segmentation, Targeting, And Positioning Consumer Behavior Key External Factors. The airline industry is susceptible to changes in the environment that stem from natural causes and man-made causes. As with any transportation industry, a fundamental and consistent external factor that influences the airline industry is weather. Many other external factors can be ameliorated to one degree or another by direct action of the airline companies. Weather triggers unavoidable adjustments and accommodations,

  • Consumer Behavior Current Events in Consumer Behavior

    Consumer Behavior Current Events in Consumer Behavior I choose to write about the first video on Youtube to reach over one billion views, as of very recently this year. The video comes from South Korea, and is an example of K-Pop, a genre of music and popular culture that has become increasingly popular around the world during this decade. The named of the video is "Gangham Style" by a South Korean artist

  • Consumer Behavior Dependence Do

    Some may argue that consumerism isn't fueling the rampant consumer debt; the real problem is that wages have been stagnant and consumers just can't keep up with the cost of living. But, following Keynes' line of reasoning, consumption should at least be decreasing as incomes are falling, but, instead, consumption is increasing and now accounts for two thirds of our GDP. Some are beginning to question, just like Galbraith, if

  • Consumer Behavior Consumer Behaviour Why

    It is instead in the collaboration of many volunteer organizations that a significant impact can be made on global warming. The need for creating a high level of collaboration across volunteer organizations that first create a specific messaging strategy by each intended audience is critical. The messaging for corporations and governmental organizations needs to focus on a highly collaborative, shared responsibility for creating healthier, more balanced environment for future

  • Consumer Behavior Processed Ham Ham

    From the author's analysis and historical narrative, it became apparent that food is also a commodity, not unlike manufactured objects or things sold and available commercially. Food is likened to a commodity because it is culture-specific and responsive to the economic state of societies at the time it became popular or highly patronized by the elite, the working class, and the peasants. An interesting finding from Pilcher's investigation on the

Read Full Term Paper
Copyright 2016 . All Rights Reserved