The chapter will cover the theories, techniques, methods
used to understand the depth of advertising a well as the effects on its
consumers. Therefore, this chapter helps to understand why customers are easily
effected increasing their buying behaviour decisions.
using digital aspects
Since the internet first released, the advertising
industry has been struggling to originate with methods which may become helpful
to promote brands. Although online marketing has overcome, however there has
been more talk little action within this sector. Only recently have many
advertising agencies used the internet wide spot to transfer to digital
advertising effectively. (William, E. 2010). Therefore, advertising within the
digital aspect effects consumers purchasing decisions by means of online
shopping as well as search for reviews for certain pairs of jeans. As well as
this there is access everywhere digitally for consumers to view advertisements
for their favourite brands, providing them with updates with their favourite
There is a link between human personality traits and
brand personality. Sometimes a brand can possibly represent an individual,
hence why they remain loyal to certain brands. Brand’s will use brand
personality to use certain traits such as using a certain character to
represent a brand. Researchers have used brand personality for many years, to
help describe brands and relate them to its targeted consumer. Brand
personality has been described as differentiating the brand from its
competitors. Brands will express their personality as well as representing it (Romaniuk, J. Sharp, B. Paech, S. and Driesener., 2004).
A brand itself could be represented by its consumer’s through an adjective,
picture, description etc. When consumers are bonded to a brand, they feel the
brand is closer, meaningful, hence why valued by the consumer itself (The effect of brand personality and brand
identification on brand loyalty 2017).
Aaker (1997) devised a brand personality scale which
describes the under lying brand dimensions of sincerity, excitement,
competence, sophistication, and ruggedness. The dimensions are applied through both
retail and product brands. Aaker has explained that these dimensions can tap in
to things which consumers desire, however do not have.
Brand Personality associates to the effects of
advertisement in terms of consumers purchasing Jeans from an organisation which
they find links to their personality, style and taste. When organisations process
through the planning and development of their advertisement we can understand
what methods of semiotics and brand personality they have choose to keep
consumers engaged and interested by a product. Recognising a brand through
brand personality traits helps consumers to remember their connection and worth
to a certain brand. “A brand vision should
attempt to go beyond functional benefits to consider organizational values; a
higher purpose; brand personality; and emotional, social, and self-expressive
on Branding Quotes by David A. Aaker 2017).
Within the United Kingdom
itself there are many stores which provide your average pair of jeans. This is
both from the high-street store and designer stores. Competitors enter a market
which is likely to provide them with profits as well as differentiate themselves
from other competition. The denim jeans are estimated to be worth $60 Million
global market for retailers. Deni Jeans however, reached peak in 2006 due to
premium denim trend. This has allowed customers to purchase high quality jeans
at different price ranges (Demands for
Denim Jeans 2017). There are 414,000 stores in the United Kingdom who
provide Jeans to a wide range of different consumers, looking for different
needs. The market share of the fashion industry is 6 percent, where the market
value of the fashion industry is worth £66 Billion Pounds (Strijbos, B. 2017).
Barriers to entry are the existence of high start-up
costs or obstacles which will prevent new competitors from entering the market.
It is easier for a small business to enter an industry, where there are less
competitors and the market is not profitable. Barrier to entry will benefit
existing firms who are operating within the market. This is due to the
company’s revenues and profits of the company being protected from competitors
who wish to enter the market (Barriers to entry and Brand Advertising 2017).
Barriers to entry will always benefit organisations who
have always remained within the market for a certain industry. This however
linked to the current project which is the clothing industry, then narrowed
down to the jeans industry itself. Barriers to entry benefits many well-known
brands (high street and designer), such as Armani, Versace, Forever 21, Levi’s
etc. The reason being is that certain brands wish for customers to remain loyal
to the brand as well as keeping new companies off the market to remain
differentiated. This also allows opportunity for brands to increase product
(jeans) prices in comparison to demand, as well redeveloping and improving the
product image (Staff, I. 2017). Advertising itself
persuades consumers of product differentiation, which therefore acts as a
barrier to entry in the market for jeans.