Global InformationLifestyle brand information
 | This article possibly contains original research. (May 2018) |
A lifestyle brand is a brand that attempts to embody the values, aspirations, interests, attitudes, or opinions of a group or a culture for marketing purposes.[1] Lifestyle brands seek to inspire, guide, and motivate people, with the goal of making their products contribute to the definition of the consumer's way of life. As such, they are closely associated with the advertising and other promotions used to gain mind share in their target market.[2] They often operate from an ideology, hoping[clarification needed] to attract a relatively high number of people and ultimately become a recognised[who?] social phenomenon.[3]
A lifestyle brand is an ideology created by a brand.[4] An organisation achieves a lifestyle brand by evoking an emotional connection with its customers,[5] creating a consumer desire to be affiliated with a particular group or brand.[6] The consumer will believe that their identity will be reinforced if they publicly associate themselves with a particular lifestyle brand,[5] for example by using a brand on social media.[7]
As individuals have different experiences, choices, and backgrounds (including social class, ethnicity, and culture), an organisation must understand to whom it directs its brand.[7] By constructing a lifestyle brand ideology, an organisation's goal is to become a recognised[who?] social phenomenon.[6]
Lifestyle brand marketing uses market research to segment target markets based on psychographics rather than demographics.
- ^ Saviolo & Marazza (2012), p. 16
- ^ Hancock, Joseph (2016). Brand/Story: Cases and Explorations in Fashion Branding. Fairchild Books, Bloomsbury Publishing, Inc.
- ^ Saviolo, Stefania; Marazza, Antonio (2012). Lifestyle Brands - A Guide to Aspirational Marketing. Palgrave Macmillan. ISBN 978-1137285928.
- ^ Schmitt, B (2012). "The consumer psychology of brands". Journal of Consumer Psychology. 22 (1): 7–17. doi:10.1016/j.jcps.2011.09.005.
- ^ a b Kim, E.; Brandon, L. (2010). "Modeling brand equity for lifestyle brand extensions: A strategic approach into generation Y vs. baby boomers". Journal of Global Marketing Science. 20 (1): 35–48. doi:10.1080/12297119.2010.9707342. S2CID 167534674.
- ^ a b Austin, C. G.; Matos, G. (2013). "Lifestyle Brands: The Elephant in the Room". Advances in Consumer Research. 41: 653–41655.
- ^ a b Catalin, M. C.; Andreea, P. (2014). "Brands as a Mean of Consumer Self-expression and Desired Personal Lifestyle". Procedia - Social and Behavioral Sciences. 109: 103–107. doi:10.1016/j.sbspro.2013.12.427.