Resumo de The Alchemist

Revlon?s Charlie girl looks more comfortable in the corporate boardrooms; Harley Davidson reflects a new cult of iconoclastic freedom; Walt Disney reinforces the ?childhood at any age? theme; and Mercedes stands for opulence, prestige and efficiency... A brand brings to mind certain attributes, says something about the producers? values and the user status, projects a unique personality and weaves a culture around its own self.

Close-up is a pretty next-door girl but Colgate is a protective mother. Similarly, Ariel is a sophisticated working woman who is hard-pressed for time while Nirma is a traditional Indian housewife who has to strain her knuckles to do away with the last speck of dirt.. Thus every brand has an image of its own and stands for a unique culture. Marketers strive hard to develop a culture that matches with the personality of the target consumers who tend to evaluate the brand on the basis of their personal images. And the closer the culture to the consumer image (or the desired image), the greater will be his willingness to adopt the brand. Adoption of the right culture for the brand to strengthen its equity in an increasingly competitive market-place has become a very important part of present-day marketing strategy.

Brands influencing new cultures

Thus, born in the corporate boardrooms, the brands kindle latent desires, stimulate unfelt needs, instill new ideas and attitudes and change visions of the lives of their consumers. By setting new trends in fashion, music and entertainment, by moulding behaviour patterns, by making us yearn for a change, brands teach us new ways of life, become social artifacts, steal their ways into the popular lexicon and, with the passage of time, create cultures. And culture is the sum total of man?s learned beliefs, values and customs.
The perky Barbie dolls, dressed up as pilots, astronauts, nurses, fashion models, rock singers and presidential candidates, shape the aspirations of the little girls who dream about them. Personalities like the Marlboro man with his macho cowboy image and Shiela Long of Dewar White Label Scotch had a profound impact on the lives of the youngsters. Commenting on the rise in the number of grown-ups munching crunchy chips, the managing director of the US snack food major, Frito Lay, said, ?It is we who taught them to do so when they were kids.?
Celebration of the zest of life:
To the youths of more than 68 countries MTV teaches the mantra of fast lives, fast cars, toe-tapping music, tattooed skin, shocking apparel and weird hairstyles ranging from shaved head to flowing mane.
New standards for defining status:
The soft saffron of dusk melting silently in the liquid gold of Chivas Regal Scotch. An orange flame with the flick of a Dunhill lighter. Gorgeous Gerard Perregaux watches on delicate wrists. Robbie and Berking silver cutlery mirroring the luminosity of crystal chandeliers. Brands delineate new standards of opulence.
High aspirations:
?Success. It?s a mind game,? says the TAGHeuer line of sports watches where a swimmer is seen racing a shark, a hurdler is seen leaping over an oversized razor blade and a relay runner is seen grabbing a dynamite baton. Hofstra University tells the world, ?We teach success.? Basketball star Michael Jordon and golfer Tiger Woods ask you to ?Just do it? with Nike. The theme, the claim and the story of some brand ads motivate the masses to aspire high and to touch the acme.

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