Santa Cruz Skateboards:
Santa Cruz skateboards have marketed themselves as an alternative fashion and skateboard manufacturer that focuses around the independent, the creative and the alternative. Along with the alternative aspect they also price their products as premium items, this is done to be seen that they are better than the competition and to also been seen as a company that provides high quality products, they have have done this by sponsoring pro skateboarders, this shows consumers that in order to win, you need Santa Cruz skateboards, these two aspects play into the dreams and fantasy, expert, success, and possibly culture lines of appeal.
2) Distil the brand values into one sentence of no more than 10 words.
High quality Skateboards for the independent, creative and the alternative
3) Sum up the brand in ONE word.
Alternative
Sennheiser:
1.
Sennheiser is an audio equipment manufacturer that directly competes with other major audio equipment manufacturers such as Bose, Sony, Beat's by Dre etc. There are a few lines of appeal that Sennheiser market themselves as. Rich luxurious life styles is an obvious line of appeal, this is due to the expensive nature of their headphones, the price range can be in the thousands. Elite people or experts is also a line of appeal as although their marketing is significantly less than their competitors, their few advertising campaigns feature large and influential experts in the music industry
2.
high quality audio equipment designed for both listening and music production
3.
Quality
1.
Vans:
Vans has marketed themselves quite similarly to how Santa Cruz did, they initially used culture as a line of appeal as they were seen as a patriotic american brand when it was first made, since then although the Vans has had to market them selves differently after many close calls with bankruptcy. Vans now markets themselves as, elite people, as they are trying to directly compete with larger brand such as Nike and Adidas
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