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Defining Merchandise UK in Proper Terms: Buying a Brand as a Consumer

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While all physical advertising is purposed to encourage the consumer to buy into a brand – its personality, its products, and its philosophy – only some promotional items specifically require that consumer to part with money. A promotional gift, for instance, is a freebie and has a certain place in the advertising pantheon. Merchandise UK, which is specifically promotional stuff that is paid for by consumers, occupies another.

Merchandise UK may be defined as anything branded, or notably and obviously connected with a given brand or marque, which is purchased by a consumer as a result of that consumer’s fandom. In other words: people who already love a brand, or something that brand has done, buy merchandise items to remind themselves and others of the brand in question.

Crossover items are often used as merchandise UK. A t shirt bearing the logo or character images from a classic video game, for instance, is clearly purchased only to publically endorse the game in question. It has no connection to either brand or game beyond its ability to show others that the wearer is proud to be counted in that brand’s tribe.

Some merchandise UK is specifically aimed at celebrating iconic products or brands, and may be designed to do something very clever. This is to get already known target audience members – i.e. those who already own and love the game, to continue with our existing example – to essentially pay the brand again for the same product, or an extension thereof.

In marketing terms, this is a stroke of genius. Rather than going out to find new target audience members, a brand using merchandise marketing can persuade its whole existing target audience to act like newcomers to celebrate something they already own and use – not by owning or using it, but by buying something that tells everyone else this is what they do.

 



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