Target's Ethos Pathos Logos

One particular logo that comes to mind when discussing identity and differentiation a brand and its six brand elements would be, Target. This company had created a branding through their logo, which itself speaks to many of their consumers in ways such as, savings, deals, and great random finds. Since their existence which began in 1902 and their logo was developed in 1962, the company’s logo has barely changed (Bromell & Cohn, 2013). This to me shows the company has a clear identity that has surpassed many years of changing demographics, and economic turning points.

Targets ability to differentiate itself with it competition through branding is seen clearly through, not only its logo but its branding through social to create strong brand

The company’s brand advocacy and its activity on social media, shown through their massive social following, allows them to reach a huge audience where they can directly communicate with them. Whether it be their separate Twitter handles, which each represents a specific app or function, to their ability to “respond to 64% of comments within the hour, and 99% of comments within 24 hours”(Hitz, 2014). This creates a system of trust and strong branding. Targets creating a relationship with their consumers which in turn creates consumers who want to speak out on behalf of the brand.

Through Keller’s list of six criteria Target displays a memorable brand element through their connections with the consumer whether it be in person inside a store or online through social media. As Keller states in his book Strategic brand management: Building, measuring, and managing brand equity, “building brand equity is achieving a high level of brand awareness”(2013). Target shows a meaningful element through their descriptive declaration of savings and they show themselves as a fun and hip company which is seen in their commercial titled Vibes, TargetStyle (2016). Within this commercial, the company uses young actors,