![]() |
![]() |
![]() ![]() ![]() |
|
![]() |
![]() |
||
![]() ![]() ![]() ![]() ![]() ![]() |
![]() |
![]() |
> My stuff
> The Persuader Blog![]() |
7.2.06 The winner fakes it all![]() But do such tribute bands and impersonators further the original brand? Or are they so commonplace now—Elvis and the Beatles are done time and time again—that they do little for positive brand associations? Parodies of TV shows on, say, Saturday Night Live can’t be said to improve on their reputation; the difference is that many impersonators and tribute groups like Waterloo take their act incredibly seriously. Like Jim Carrey as Andy Kaufman in The Man on the Moon, they become the character. But brand equity depends on one thing: the name. The proprietary brand assets, in David Aaker’s parlance. These tribute bands and impersonators are like cues: they remind you of something, but this one element of the brand is not necessarily enforced. Not even for a supergroup like ABBA—who look to Mamma Mia! and other avenues for living the brand today. Posted by Jack Yan, 11:52 ![]() ![]() Comments:
Update: when I think about it more, Stefan is right. Do you remember the name of the impersonator? Normally you remember what he, she or they were trying to pull off.
Post a Comment
Links to this post:
|
NoteEntries from 2006 to the end of 2009 were done on the Blogger service. As of January 1, 2010, this blog has shifted to a Wordpress installation, with the latest posts here.With Blogger ceasing to support FTP publishing on May 1, I have decided to turn these older pages in to an archive, so you will no longer be able to enter comments. However, you can comment on entries posted after January 1, 2010. Quick links![]() Add feeds
Individual JY&A and Medinge Group blogs+ Previous posts |
|
DonateIf you wish to help with my hosting costs, please feel free to donate. |
|||
Copyright ©200210 by Jack Yan & Associates. All rights reserved. Photograph of Jack Yan by Chelfyn Baxter. |