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Brand user and self-image

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Brand User and Self-Image

Consumers invest heavily in self-image while trying to associate with a brand's image. This trend determines consumer purchasing patterns. Consider the following case study, for instance:

Zipcar, a car rental service, allows people to rent cars online or via a mobile app. Zipcar renter, popularly known as the Zipsters, are individuals "who believe in cost-effective transportation solutions that are good for the planet and easy on the wallet." The company, by renting cars, wants to transform urban geographies and make them sustainable, affordable, and rewarding. How would you:

  • Compare the brand personality of Zipcar to Avis or Hertz?
  • Describe the psychographic profile of a typical Zipster?
  • Name another product or service that consumers invest in the self-image and explain how.

Reference no: EM133187645

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