Selective search dating chicago
This is not how marketers and researchers have traditionally perceived brands.Therefore, it becomes necessary to distinguish collecting from other related consumption processes. 67) has defined collecting as the process of actively, selectively and passionately acquiring and possessing things removed from ordinary use and perceived as part of a set of non-identical objects or experiences." This definition is consistent with others (Alsop 1982; Muensterberger 1994) and helps distinguish collecting behavior from other consumption activities and patterns.
It is likely that these brands and many others have reached maximum market penetration, i.e.Today, this collecting activity has been prepackaged with manufacturing, marketing and distribution controlled by some of the most prominent Fortune 500 companies, as well as some of the most recognizable brands in the U. This study will explore two of the most prominent brands to move into the collectible category - Coca-Cola and Hallmark.The focus of the paper is how the collecting behavior has enhanced brand loyalty among collectors. The first will explore what makes a brand collectible and how collectible brands differ from consumable brands.Two of the most prominent brands to move into the collectible category in the last twenty years are Hallmark and Coca-Cola.
This paper highlights these two brands as case studies in exploring the market of collectible brands and the loyal relationship that collectors have with the brands.
The second section will explin how these two case studies were researched and the data analyzed.