branding

Introduction

Branding is very important aspects of any business because it gives identity to company and its products for example every person is different and have unique personalities similarly companies differentiate their products through branding. The brand I have selected to analyses for this assignment is GoCompare.com. I have selected this company because it has always displayed very catchy adverts on television and it will be interesting to analysis the brand using theoretical models. Gocompare.com was first launched back in November 2006 by Hayley Parsons. The main difference from competitors was to display more detailed quotes rather than just prices stacked together. It found big success in very short time and in 2013 it is estimated to worth over 450 million express, 2013.

Brand Context

The main turning point for Go compare was in 2009 when they launched their first advertising camping. they used a character called Gio and he was so annoying that it caught the public's attention and from this point on the brand just rapidly grew and the company has spread the brand awareness to wider audience.

There are many different definitions of brands out there and they all try to establish what exactly is a brand and how it can be used. According to the de chernatony , 1998 defining a brand in one word is very difficult and he used 12 phrases to broaden the definition of brand. Those themes include:

• Legal instruments

• logo/ company

• Shorthand/ risk reducer

• identity system/ Image in consumer minds

• Value system

• personality

• relationship

• adding values

• evolving entity

Go compare is well recognised brand because of extensive advertising. some of the major competitors of Go compare are money supermarket, compare ...

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...nity and active engagement. Most of the comparison websites lack in the customer loyalty and deep attachment because it is usually a one of search people usually have one car. The second reason is that The market is extremely price driven and people are less loyal to specific brand so if people get good deal for low class brand they will purchase that and only fifth of adults will go for brand Mintel, 2013. most of the online discussions about the brand about the advert and how annoying it is. people do not feel sense of community the face book page of Go compare character has only 4966 likes which is nothing compared with brands who have high brand loyalty such as Apple which has millions of likes. They having one of promotions running for example currently they are offering a chance to win one year worth of running cost if you get quote to reward their customers.