Question

Sarah loves watching cricket. She spent her childhood watching Wasim Akram playing cricket and considered herself the biggest fan of his. She was annoyed by the fact that Wasim endorses detergent brand “Ariel”, because she has learned through her experience that Ariel does not perform better than other detergent powders. She likes Wasim, Wasim endorses Ariel, but she hates Ariel. These inconsistent thoughts create tension which Sarah really wants to resolve. Explain various ways through which Sarah can attain harmony in her thoughts. What implications, in your opinion, such situations have for marketing?

Answer 1

Sarah can attain harmony of thoughts by making relevant research whether Ariel is better than kther detergents brands. If not, then she must understand that Wasim Akram endorses the brand for marketing and commercial purposes and it doesn't necessarily mean its better than other brands and thus she must decide as to which brand is better.

For marketers, this is serious issue and thus must focus on brand elements as to why Ariel is best and how it differs from competitive products and what unique selling proposition it brings to attract customers and their loyalty towards brand.

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