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Mark consciousness designates the subjective consciousness of the customer for the meaning of marks or a mark.
With the acquisition of a branded article the customer buys not only a use or a Verbrauchsgegenstand, but additionally a idellen article, i.e. a promise, which is attached to the marking (mark) of the commodity, a promise concerning the characteristics of the product. These mark characteristics recruit the sympathy or even the solidarity and identification of the customer. If the promise the customer appears as relevant for its purchase decision and after first own experiences as not only empty promise, sympathy can actually develop. From this a large brand loyalty and a pronounced mark consciousness of the customer often develop.
Mark consciousness steps in very different way into feature, both which the degrees and which concerns the kind of development. It can express itself except in brand loyalty also in identification with the mark, in admiration of the mark, in collecting passion etc. In increased and/or exaggerated form can lead to phenomena such as mark fans (see also fan) and Markenfetischismus (see also Fetischismus), in extreme cases with a look for-like character.
In the range of the clothes mark consciousness is often particularly pronounced in very different forms. Here also the problem is particularly brought up for discussion again and again by mark consciousness, among young people particularly strongly. In these connection the speech, with it istein social expectation pressure on the particulars e.g. meant in grades of mark terror, is also again and again which can reach up to the Psychoterror. Therefore partially even the introduction of-schooluniform is suggested. Mark consciousness problematisierte here is usually a special kind of carrying i.e. marks as prestige object and of forming themselves thereby before others (impressing behavior), either as one a high general minimum standard concerning price level expected ("to keep up want"), by operating with extremely expensive pieces of designer under each other competition ("to over-bid itself want") or by well-known mark Logos demonstratively to look are placed.
Many marks stand for a promise relative equal lasting high quality of the appropriate products. The customer, who made the experience that one can rely on this promise, from the examination of the quality with each new purchase relieved. Some marks, in particular trade marks stand also for a promise regarding the favourable price. The customer, who made the experience several times, comparable products of other marks to keep rarely more inexpensive, develops also here a confidence to the mark. In both cases the customer develops pretty often a large brand loyalty.
Each mark produces a call, a picture, a conception (an image) concerning with their connected characteristics. Frequently this image refers to the qualities of the product concerning processing, durability, material choice, care ease etc.
Frequently all thing is produced completely consciously an image as a kind aura around the product, which is not readable at the direct product, whose reliability depends therefore more on the confidence of the customer. These images often concern characteristics of the manufacturer or commercial enterprise, like ecology consciousness, social commitment, a certain Unternehmenskultur or a commitment for a certain kind of culture or subculture and/or publicising of a life-style and the engaged employment for it. To mediate these values over advertisement and enterprise communication tried reliably.
Enterprises, which offer so-called Lifestyle products, try to arrange their products in such a way that they are also from their shaping an expression of the life feeling of the anvisierten target group. The marks stand for a certain life feeling, which is promoted or initiated by the enterprise. The mark sketches and publicises as core of its mark identity a certain life feeling. The larger the Schnittmenge with the actual or life feeling desired of the customer is and the more attractively and more reliably it the customer appears, the more largely is the identification with the draft of this mark. Authenticity and Credibility are thereby high values.
Particularly with life-styles of subcultureal groups the subcultureal customer puts to frequently very much value on the fact that the "thing of the scene" (goals, ideals, etc.) is the offerer actually a heart request. Marks, to which applies, present the spirit of the respective scene, i.e. the life feeling, contents and the aesthetic styles of this scene in their self-manifestation. As particularly reliable are considered then often such marks, which place the ideals of the own scene over the own profit (and have only moderate economic success). Branded articles of such offerers can develop to scene classical authors and cult objects.
On the other hand there are products of certain manufacturers, that exercise on their part such a fascination and by clear however position characteristics from other offerers differ, so that itself without effort of the enterprise a proper cult around them developed and they become cult and collecting objects and their own life feeling to produce, without the enterprise the originally intended (example Harley Davidson). That applies in particular to products, which are indispensable for a certain scene (example: Snowboards, motorcycles,"Â…)
In population circles, which their status in the society (or even their personal value) over their material prosperity defines and their economic success, marks can become, in particular expensive marks status symbols and prestige objects. Expensive marks are suitably, own economic success as well as a life-style, or at least the illusion to celebrate before itself and other one.
While it is in certain population circles proper taboo to boast and show off with material values, into other environments impressing almost one produces and one makes the sport: the itself Aufmotzen (Pimping) and the benefitful Posieren (Posing) with expensive Luxusartikeln of expensive marks, to which partially with remarkable Markenlogos one refers. This tendency is to be observed straight within the range of clothes.
Behind it surely often also the respect for humans puts it "created" ("Â… to be economically successful), as well as the fascination before their life-style by humans, who did not create it still "".
An example of it are parts of the Hip Hop culture. In the HipHop from vielem a competition, a Battle made, so also partially around prestige Outfit. Other HipHopper rejects however strictly and speaks of the sellout of the scene.
Sometimes that has demonstrative to look places of marks however surely also more romantic reasons: behind it also the longing can put to escape the own poor world - into a alleged better world without material concerns, by carrying oneself allegedly in pieces of disalignment from the world of the beautiful ones and the realms schwelgt and into this world.
In this connection the prestigious and call of a label name plays a substantial role. The names of expensive luxury marks, are emphasized demonstratively and to look placed, in order to demonstrate themselves its material power and others or to give themselves at least the illusion from abundance to.
In the Hip Hop scene plays the name still another further role: There one of the three of elementary category of the Hip Hop culture in the Writing (Graffiti) exists, has Hip hopper a special purchase to the written word, in particular to the name. The myth of the Writings consists of making itself a name acquiring themselves i.e. by the signature marks admittingness and acknowledgment attached to walls and objects and achieving by it possibly even social ascent. Who reaches, earn respect. Therefore a cult often belongs around names to the Hip Hop culture. Who created this way, of others than Idol or model one admires. Successful Hip hopper produces its own name pretty often as independent marks, straight within the range clothes, which are carried as effective signatures into action to then go naturally also here and of their fans.
In the protest movements and youth cultures and of the 70's 60's (68er, ecology movement, alternative movement, etc.) large reservations developed against the status Quo of the western Konsumgesellschaft. On the basis of a fundamental capitalism criticism, from social and/or ecological consequences and culture-critical these movements faced beginnings (e.g. from the surrounding field T.W. Adornos or Guy Debords) also the large marks of the industry very sceptically. The straight successful mark enterprises present on the world market came into the cross fire Kritik.Stattdessen partly applied again and again a simple responsibility-conscious life, the purchase of ecological products of fair trade with small Handwekern and in small shops as politically correct. Also against-cultural marks developed nevertheless, like e.g. "Greenpeace". This tendency to mark skepticism works straight in formed population circles in far circles of the population until today away.
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