*4 Favorite Brands:
The North Face - they make good quality products that last FOREVER.
Honda - my car is a honda and I've never had a problem with it and Honda's customer service is awesome.
Nike - I just like Nike Shox.
Starbucks - goooood coffee/tea.
*DSI Test:
1). The North Face states that it is the "home of technically advanced, innovative apparel, footwear, and gear that inspires athletes to Never Stop Exploring". That statement alone is superlative, important and believable. If I had no idea what The North Face was, the message alone would make me want to buy something because it's very intriguing. 2). Although I want to say that this is the only company that can make that claim, if you put brands in there like Under Armour, Adidas or Nike, it would still seem to fit. 3). The communication is memorable and it is for the right reasons. Unlike Nike, you don't see commercials about The North Face. People find out by word of mouth and people keep coming back because they have such high quality (and expensive...) products.
1). Honda's message isn't exactly putting itself at the top of the totem pole. Nor is it helping persuade new customers to join the Honda family. Honda's slogans have been, "the power of dreams", "it must be love", "technology you can enjoy". None of those make me excited about the Honda brand. But owning a Honda and knowing how reliable it is makes me love it. So is the brand getting its popular reputation all from word of mouth? 2). You can EASILY plug in another car brand and it will have the same effect. Although I feel like that is true for most car company brands. 3). The communications Honda has aren't memorable at all...
1). Nike's slogan "just do it" is short, to the point, and put Nike at the top of the athletic brands. The Nike message is superlative, I don't know how important it is, and the only reason it is believable is because we've heard the "nike - just do it" commercials so many times we don't know any different 2). Because Nike is at the top and has created new stuff that no one else has created (like the Shox), I don't think another company's brand could take the place. Nike is too unique. 3). This one is hard to answer because the communication is memorable but I don't know if it's for the wrong reasons? Athletes are in the commercials but the only memorable part of the commercial is "just do it".
1). Starbucks doesn't really have a message they send out to the community. They don't have a slogan either. One person said "they only have a logo, but that alone speaks for itself". The only way people who haven't experienced the "starbucks life" are going to know it has the best coffee, is if they hear it from someone. 2). Because there are so many people addicted to this coffee warehouse, I'd have to say that no other brand can plug it's name in and have the same effect. Starbucks has definitely made a name for itself. 3.) The only communication Starbucks has, is it's customers ranting and raving about how amazing it is. They are another company that doesn't need to advertise immensely these days. They are popular enough that they will always be around.
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