The positioning of the BMW logo 'lookalike' on the robots in the new Maruti Estilo 'come-alive' ads seems to be a way of trying to achieve a status of excellence by association. This may be a coincidence, if we were to give the advertisers the benefit of the doubt - but I don't think so.
The ad shows these logos positioned prominently on the shoulders, hips, head of the robots thereby suggesting the personification of BMW.. These robots are then shown driving and admiring the new Estilo thereby granting it a status of excellence (superior to a BMW?). This is an attempt to influence perception of the brand.
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It's a shrewd move but but not impressive, as it resorts to excellence by association. Just by trying to benchmark itself using a BMW logo the brand lost ground.
I think they were hoping to subliminally influence the customers but had perhaps not taken into account the negative impact this could have if and when it was noticed and the dots were connected. For me, it puts the Estilo firmly in the no-buy zone (especially since I'm a huge fan of the BMW).
The advertisement seeks to achieve admiration by association but has failed and should perhaps be prepared for the consequences..
I wonder if Maruti accounted for this..
Check out the ads here..
http://www.youtube.com/watch?v=pAdGD7uAsPY&feature=related
http://www.youtube.com/watch?v=F93pTABvO9k&feature=related
The ad shows these logos positioned prominently on the shoulders, hips, head of the robots thereby suggesting the personification of BMW.. These robots are then shown driving and admiring the new Estilo thereby granting it a status of excellence (superior to a BMW?). This is an attempt to influence perception of the brand.
It's a shrewd move but but not impressive, as it resorts to excellence by association. Just by trying to benchmark itself using a BMW logo the brand lost ground.
I think they were hoping to subliminally influence the customers but had perhaps not taken into account the negative impact this could have if and when it was noticed and the dots were connected. For me, it puts the Estilo firmly in the no-buy zone (especially since I'm a huge fan of the BMW).
The advertisement seeks to achieve admiration by association but has failed and should perhaps be prepared for the consequences..
I wonder if Maruti accounted for this..
Check out the ads here..
http://www.youtube.com/watch?v=pAdGD7uAsPY&feature=related
http://www.youtube.com/watch?v=F93pTABvO9k&feature=related
