Nov 29 2011
Effectiveness of Branding
This is the final blog post of the semester, or perhaps, until there is another opportunity to post in this blog again.
For this last blog post I will be responding to a classmates (Luisa Wen) blog post on Justin Bieber and Macy’s co-branding.
https://blogs.ubc.ca/luisawen/2011/11/23/justin-bieber-macy-and-marketing/
From what I have learned from her blog post and heard from my friends about Justin Bieber, is that he is a singer/actor that has caught the attention of millions and millions of young girl fans. From this, it is obvious why Bieber and Macy are partnering to have a Black Friday campaign to sell his product, “Someday”. When visiting the States, I see Macy’s as a department store targeted towards teenage girls/boys with a budget or teenage girls/boys that shop with their parents.
Through the fan base Bieber has created, it is even more obvious why Macy has partnered with Bieber to create this co-brand. Furthermore, in the blog post by Luisa, she mentioned that they will be donating $2 dollars for every product sold. With the increasing trend of corporate social responsibility (CSR), they can use this trend to capture a secondary market; thus, generating more sales and expanding the already large market for Macy and Bieber fans.
