Jade Yang’s blog on “You’re not you when you’re hungry,” – Snickers really opened my eyes to a creative, innovative way to how a brand can stay on game in consumers’ fast-changing perception. Also, it reminds me of the Subway example we discussed on comm 101 class.

The market of candy bar is highly competitive. All products are almost identical. Therefore, differentiating from others by emphasizing a unique “healthy” image becomes the key of snickers’ success.

Particular in today’s market, consumers are more likely to view a brand’s image as an integral part of the product or service they are purchasing. They are not buying the actual product or service, but the status and perceived benefits associated with the brand. Therefore, to ensure customer satisfaction and loyalty, which could directly mean a larger market share, it is essential to create a brand image that differentiates itself from competitors and keep updating to meet customers’ value.

Video source: http://youtu.be/OTPJYZLD6L8