Activities and efforts made by a company to ensure the growth of its brand and product is what constitutes brand magic. These activities include media strategy, brand strategy, creative expression, and consumer insight. Brands are an addition to the value of a product, which explains why marketers are fighting to ensure its implementation. The magic of a brand comprises the image and the brand’s relationships. David Ogilvy founded the idea of brand image in the 50’s. When a company ran into decreasing sales at that time, the chief tool used to boost the sales was image advertising (Biel, 1997). Today, however, the basis for the image of a brand is on the company producing the product. Consumers are continually looking beyond the product they are purchasing, to the company producing the product. Brand relationships, on the other hand, describe the fact that consumers interact with a brand the same way they do with other people in their lives. The foundation of these relationships is on how the consumer views the brand and how the brand portrays the image of the consumer (Biel, 1997, p.199-210).
Marketing to kids aids in creating awareness on a brand and building loyalty of the same in kids, raise the level of brand recognition in kids and alter their brand preferences. This kind of marketing attracts the interests of children by taking into consideration their needs, wants and dreams. Kids play a primary role in determining the satisfaction level for specific services and the preferences of their families in a particular brand. Marketers understand that kids carry with them brand loyalties and purchasing habits built at a young age to adulthood. Thus it is essential to nurture brand loyalty when kids are small to ensure a longer lasting impression (Middleton et al., 2009). Sesame Street is an example of a tourist destination site that has partnered with a chain of hotels in California to ensure the hotels are fit for kids. The hotels have adopted the characters from Sesame Street to be more appealing to the kids.
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- Biel, A. L. (1997). Discovering brand magic: the hardness of the softer side of branding. International Journal of Advertising, 16(3), 199-210.
- Middleton, V. T., Fyall, A., Morgan, M., & Ranchhod, A. (2009). Marketing in travel and tourism. Routledge.
