The paper "The Social Construction Of Brand Meaning " is a perfect example of a Marketing Case Study. Social media has enabled and accelerated the social construction of brand meaning; however, not all brand communications are authentic and trustworthy (Bourdieu, 2014). The sole aim of this essay is to find solutions to the constant chaos emerging from ideologies concerning social media and society. The paper shall recommend varying theories, concepts and policies towards media and consumption. In connection to that, these different paradigms linked to media and consumption consequently predict specific forms of policy and action towards brand marketing. CONSUMER NEEDS AND MOTIVATION According to Brown, and Turley, (eds. ), (2007), consumer demands and their corresponding motivations are critical features in the process of constructing the brand name.
Firstly, the marketers ought to get a technical knowledge of such human needs, motivations and the sole goal meaning. In a more detailed approach, the explanation of motivation, goals, and needs is demonstrated below (Bourdieu, 2014). Motivation Motivation is characterized as the main thrust inside people that prompts them to activity. This main impetus is created by a condition of strain that exists as the consequence of an unfulfilled need.
People endeavor both deliberately and intuitively to decrease the strain they feel by tending to the need (Burrows, and Marsh, 2012). Model of the Motivation Process Needs Every person in the world possesses his/her own needs, therefore, it is correct to say that needs underpin every action of the man. Preferably, a need can transform into a motive in the case it is aroused to a substantial caliber of intensity (Burrows, and Marsh, 2012). For instance, a case study to Australia-New-Zealand marketers tends to address their potential consumers’ needs with flexible banking; easy access and mobile access. Goals We can refer a goal as an aftermath of the motivated behavior of the consumer.
In other words, it is regarded as an interior representation of preferred condition (Deighton, and Grayson, 1995). Briefly, we may say that every behavior of the consumer is goal leaning, thus, the social media brand marketers are apprehensive with consumers’ product-specific goals: meaning that the acknowledged products are selected to satisfy the consumer desires. The consumer needs and goals are interconnected, whereby, the goal is dependent on the needs the consumer has (Bourdieu, 2014). Hierarchy of needs Back in 1943, Abraham Maslow established a framework of human motivation founded on the global hierarchy of needs.
Specifically, Abraham categorized exactly five key stages of needs. Wherefore, none of the levels is independent, thus there is an overlap of needs between the levels. Firstly, this speculation advocates that people aim at satisfying the lower desires first. When the needs at the lower level are fulfilled, the desire for higher level crops up (Bourdieu, 2014). Maslow’ s hierarchy of needs This framework has been used widely in evaluating social sciences in social media platforms such as face-books, twitter, radio and TV stations (Bourdieu, 2014). Marketing applications of the needs hierarchy Segmentation applications: need hierarchy theory is applied during the segmentation approaches, mainly in media advertising platforms.
An example; a soft drink advertisement that is focusing the young people as the market will point to the social media appeal whereby they will show the youths via owning as well as sharing good times.
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