Question

The Timberland brand is known for its rugged outdoorsy shoes and apparel wear. Navin works in an advertising agency and serves as the brand Timberland's Account manager. Navin is responsible for ensuring that Timberland's brand personality, positioning, and imagery are maintained and enhanced.

Recent consumer research has been showing an alarming dip in consumer beliefs about Timberland's rugged personality. Consumers consistently rate brands such as REI and LL Bean as being more rugged than Timberland. In order to address this gradual brand dilution, Navin suggests to the marketing team from Timberland that they must sanction an advertising campaign to address this issue. After several rounds of discussion, the ad agency and the internal marketing team at Timberland come up with an actionable advertising strategy. In your opinion, which of the following advertising tactics should the brand not rely on to strengthen Timberland's brand personality?

celebrity endorsers

type of media outlet

length of the ad

user imagery

tone of the ad

Answer 1

Maintaining brand personality is a wholesome jobs and requires many factors to work simutaneously. Since, Timberland needs to keep up and prevent its diluting brand imagery, so, user imagery cannot be ruled out as an unimportant factor. .Moreover, it needs celebrity endorsers to boost its brand personality. For positioning, Timberland can use various media outlets to position its product as desired. The factors mentioned above can be deemed as highly significant to Timberland, which leaves it with ambigously dispensable factors like length of the ad and tone of the ad. Past researches have suggested that the length and tone of the ad are weak factors and should be considered only if necessary or in case of particular guidelines. We have seen longer ads garnering successful results and shorter ads performing at par. Following the central problem statement of strengthening the brand perosnality of Timberland, these two can be avoided or considered last while formulating this particular strategy. However, the length of the ad is still more relvant than the tone. Out of the two, the tone of ad can be ignored easily.