Branding - Red Case

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Product Red Case 1. We believe Product (RED)’s initial partners were a great fit for the cause due to the fact that they are well-known brands around the world that target the same demographic (RED) is trying to capture. In accordance with recognition, the world will see (RED) as a legitimate entity with great backing by brands with solid foundations in the marketplace. When Bono and Shriver, the co-founders of (RED), met with their first company of interest, American Express, they knew that partnering with them would mean instant credibility. As for Gap, Converse, Giorgio Armani, Apple, and Motorola, partnering with them helped not only to create awareness of HIV/AIDs, but it created an emotional relationship between individuals and their purchases in feeling that they have/can continue to contribute to a great cause. Since the (RED) logo would be something worn or displayed, others would likely inquire about its meaning and therefore awareness along with a possible sense of community can be built. The result being that when people search for goods/services those companies offer (banks, clothes, accessories, electronics), they may consider buying from those companies knowing they will also contribute to a good cause while getting what they were already searching for. 2. We decided that (RED) should have a criteria model based on three key components: selecting companies that can create strong associations with consumers in urging them to have knowledge about the HIV/AIDs pandemic, searching for companies who are seen as open-minded and concerned for global-related matters, and seek companies that continually provide new products and services. In creating a strong association, partnering with a condom company may enforce not only the knowledge of common STDs but also of HIV/AIDs and the importance of protecting themselves and knowing the risks. For the second

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