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Marketing SemioticsSigns, Strategies, and Brand Value$
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Laura R. Oswald

Print publication date: 2012

Print ISBN-13: 9780199566495

Published to Oxford Scholarship Online: April 2015

DOI: 10.1093/acprof:osobl/9780199566495.001.0001

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Mining the Consumer Brandscape

Mining the Consumer Brandscape

(p.70) 3 Mining the Consumer Brandscape
Marketing Semiotics

Laura R. Oswald

Oxford University Press

This chapter analyzes the meaning of a brand system called Brandscape, which is formed from the give-and-take relations between brand heritage, consumer culture, and the competitive environment. David Aaker defines brand system as composed of the brand's perception as product, an organization, as a person, and as a symbol. If one of these do not support the message and mission being showcased by the product, it will lose value and status. The chapter cites Blue Cross and Kodak as examples where management applied/did not apply consumer Brandscape. In Kodak, management failed to address the changing needs of consumers in terms of rising digital technology, leading to the company's downfall. On the other end of the spectrum, Blue Cross, faced with the problem of consumers choosing early retirement, anticipated their need for insurance, and developed a successful line of products specifically for them. Management should therefore employ Brandscape to address the evolving needs of consumers and trends in the environment.

Keywords:   Brandscape, David Aaker, Blue Cross insurance, Kodak

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