Clorox Brand Paper

CULTURAL BRAND MANAGEMENT STRATEGY Client Request: Clorox desires to leverage the current historical moment where the brand can act as a social and cultural agent. The meanings of cleanliness & hygiene are evolving in the contemporary cultural moment. The brand asks the consultants to re-shape and re-define the brand story of cleanliness & hygiene. Your boss asks you to design and detail a cultural brand management strategy for the brand/client. 1. Why Clorox needs a cultural branding strategy? What are the benefits of cultural branding strategy for Clorox? What are the cons? [Tip: compared to mindshare approach that focuses on the consistent brand purpose] 2. What are some possible myth markets in hygiene and cleaning that Clorox can target? What are the discourses surrounding hygiene? Are there different logics and paradigms around discussions of hygiene/cleanliness – from for example, science, spirituality, or holistic perspectives? 3. [TARGETING MYTH MARKETS] What are some of the prominent social tensions that Clorox can leverage in this particular historical moment about hygiene and cleanliness? How can Clorox be the cultural and historical agent using cleanliness and/or hygiene as a cultural faultline to address some anxieties and desires in the society? 4. [COMPOSING THE CULTURAL BRIEF] What types of brand and cleanliness/hygiene stories can the brand tell? What should be the myth treatment? How can the brand leverage populist authenticity and execute charismatic aesthetics? [Tip: Composing a cultural brief, Chapter 4 and Figure 9.1] 5. [LEVERAGING CULTURAL & POLITICAL AUTHORITY] Is hygiene a brand myth that brand can afford in terms of its cultural and political authority? How can the brand communicate its fidelity and illustrate its literacy in these brand myths?

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