Bose’s image is a key element of the group.
Indeed, Bose cultivates the image of both high quality sound and design. Its
last campaign determines its desire to reach young consumers and good sound.
Bose also cultivates the appearance of its products often elegant and colorful
helmets. They also want to be identified as simplicity and sobriety.
Bose communication is then forward on emotion
by trying to create pro Bose consumer community, through values. The
customers feels to belong to an image that seems close to its values.
Compared with its competitors, Bose really
tries to be a company in whole, by opening its own stores, or having own booth
at BOSE. It’s a strategy to be closer from its customers.
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