Mini Case Study 8.2 Napster.coms brand identity Aaker and Joachimsthaler (2000) suggest that the…

Mini Case Study
8.2 Napster.coms brand identity

Aaker and
Joachimsthaler (2000) suggest that the following characteristics of identity
need to be defined at the start of a brand-building campaign. Marketing
communications can then be developed that create and reinforce this identity.
Here, we will apply them to Napster.

_ Brand
essence (a summary of what the brand represents) This is not necessarily a
tagline, but Napster has been described as an All you can eat music service
which is fun and affordable.

_ Core
identity (its key features) choice millions of tracks value for money

Mini Case Study
8.2 Napster.coms brand identity

Aaker and
Joachimsthaler (2000) suggest that the following characteristics of identity
need to be defined at the start of a brand-building campaign. Marketing
communications can then be developed that create and reinforce this identity.
Here, we will apply them to Napster.

_ Brand
essence (a summary of what the brand represents) This is not necessarily a
tagline, but Napster has been described as an All you can eat music service
which is fun and affordable.

_ Core
identity (its key features) choice millions of tracks value for money under
10 per month subscription for as many tracks as you can listen to easy to use
Napster runs as a separate application built for purpose listen anywhere on
a PC or other computer, MP3 player or mobile phone listen on anything unlike
iPod, Napster is compatible with most MP3 players rather than being tied in to
a specific hardware manufacturer.

_ Extended
identity personality flouts what is standard for existing music providers
thanks to its heritage as a peer_to_peer file-sharing service
personalisation Napster Radio based on particular genres or based on other
songs you have downloaded community facility to share tracks with friends or
other Napster members symbols Napster cat logo.

_ Value
proposition functional benefits ease of use and personalisation emotional
benefits community, non-conformist self-expressive benefit build your own
collection of your tastes.

_
Relationship customers value and will be loyal to a company that isnt stuffy