Selling the Brand Image

Art marketing is somewhat different from original media and is becoming a new way of marketing. Consumers nowadays enjoy cultural life. Instead of concentrating too much on their hobbies, many people like to have their own cultural lives, so it is easily found that many firms are trying hard for the cultural and art marketing to increase their brand values. Multinational firms like Nike and Samsung Electronics are investing on culture through their market basis. Thus, they can promote their image and make chances to grab potential customers. By looking at the current market trend, firms are not using mass media to do the marketing to random customers, but promoting a strategy of targeting specific segments of customers. Likewise, many firms are trying to do art marketing through art media to improve their brand image.
In Korea, LG Chemical and interior brand Ji In are strengthening their own brand image value to differentiate themselves from other ones. They are doing like such because there’s not much difference in terms of quality compared to other competing firms. So they try to enhance their brand image. It is no same as other normal advertisements, but going very closely with the product by basing with what the customers want and how they can go together with the product. I can highly acknowledge the efficiency of the art marketing because firms promoting such introduce various events and offer for public subscription for the idea of the product so that customers can easily understand and accept the product which makes them enjoy their cultural lives. In this way, the firms can also achieve their foremost goal of impressing the customers and improving their brand image.

Source : http://www.munhwa.com/news/view.html?no=20080404010314241060020

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