Perception

Today is my lovely friend’s birthday (muahahaha!). In the past few weeks, my friends and I were busy deciding which gift to give her. To put this in a marketing term, we were going through the consumer decision process. After many discussions, we ended up getting her a gift from Tiffany&Co. I think Tiffany&Co. did an outstanding job in establishing its brand image and perception. We chose Tiffany’s product because of its brand image: quality, prestige and value. When I see ██, I don’t see a colour (and I’m not blind). I see “Tiffany&Co.” I know it sounds crazy but it’s true. Tiffany associates its brand with this specific colour, which highlights its competitive advantage in brand recognition. In fact, the colour “Tiffany Blue” is even protected as a colour trademark by Tiffany&Co!