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Brand Analysis of Batman

In: Business and Management

Submitted By nanditp2013
Words 297
Pages 2
Marketing in practice (Pre Assignment -1)
Nandit Pathak
(0225/48)
Definition of a brand:
A brand is a name, symbol, phrase, picture or any other such object that is used to identify a product (or service), giving it certain intangible characteristics other than those that the commodity would have and instill trust and assurance of consistency of product in the user of the product.
The antonym of brand (in the marketing context) is commodity, which is undifferentiated, undistinguishable and traded purely by amount. (This is an oversimplification that disregards Levitt’s product levels premise).
A brand can also be defined as the focal point for all the positive and negative impressions created by the buyer over time as he comes into contact with the brand’s products, distribution channel, personnel and communication.
Brand of choice:
Batman (fictional character, superhero category)
Purpose / Philosophy of the Brand:
Providing entertainment, delight and peace of mind for the audience in the idea of a world with absolute justice being served, adulation for the perpetrator of absolute justice.
Human insight / truth that the brand is based on:
People would relate strongly with a definition of justice that entails a strong moral code and self-restraint, and the triumph of man’s intellect over everything else.
Benefit:
Entertainment, reassurance at idealistic identity.
What makes it believable:
Vulnerability, lack of superpowers – human-like, sentimental nature of the superhero, Jekyll and Hyde nature of identities (Hyde being a farce)
What makes it distinctive: 1.) Pure human (as against alien, mutant, morphed-human) 2.) Physical strength as a manifestation of intellect (competes only with Iron-Man of Marvel) 3.) Two lives – Bruce Wayne and Batman (as against Iron-Man’s single identity) 4.) Associated apparel and motifs (bat as the symbol of fear, attire, gadgetry, villains and other characters).

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