Media as a Medium (Between the Brand and Man)

Abstract

The modern consumer is increasingly demanding - it is no longer enough to have a good product, it is crucial to be a brand. Behind most successful brands there is a long and complex strategy, which is mostly based on the characterization of a brand as a human being. Here, the media serve as a channel to communicate the value and the brand promise to the target group - brand wants to become a perfect man, an idol with whom consumers want to identify. Expression of loyalty to a particular brand is a sign of a belonging to the group and accepting the values that are determined by the brand personality. This paper gives an overview of methods for influencing consumer behavior and how it evolves.

Keywords

• consumer behaviour
• media and advertising
• behevioral economics
• neuromarketing