Talk:Upmarket

Merge with High end

• support merger. This is logical and these are the same topic. Anlace 19:49, 6 February 2007 (UTC)
• support merger per Anlace. --Busy Stubber 15:47, 24 July 2007 (UTC)

The inclusion of Benetton

It seems odd to me that Benetton is the first name on the list, and that the phrase Upmarket is used on the Benetton page. I can certainly think of clothing labels that are much more "upmarket" than Benetton. It seems to me that these articles were both edited by the same person.

I will edit if no one objects. --GoHawks4 11:47, 19 January 2007 (UTC)

Text block comment moved to talk page

I have moved a long comment from the article to the talk page:

<--According to Mark Shipley, chief thinker for Smith & Jones, creating awareness is a critical asset when building upmarket brand equity – one which, by itself, can offer exceptional short-term value. Unfortunately, awareness alone does not build brand equity. Conversely, brand equity cannot exist without awareness.

Defined as the level at which customers and prospects are familiar with a particular brand, awareness is the most tangible and easily measured of the five brand assets. It is also the brand asset most commonly used as a standard by which to determine the effectiveness of marketing efforts. Unfortunately, building awareness today has become increasingly more challenging due to extensive media and market fragmentation.

Peter Sealy, an adjunct professor at UC Berkeley, contrasts the more accessible media markets of nearly 40 years ago with the intensely fragmented media markets of the 21st century: In 1965, Proctor & Gamble could successfully reach 80 percent of their primary target audience (18 to 49 year-old women) with three 60-second commercials aired during primetime on the three major networks.

In contrast, today’s cluttered and fragmented media would require 97 primetime commercials to attain the same outcome. Since the primetime scenario of the 21st century is out of the financial reach of all but the largest brands, successfully building awareness for upmarket brands requires both insight and innovation.

There are numerous examples of brands that have been successful at building awareness using unusual media strategies, such as Ketel One Vodka (buzz marketing), Wonderbra (events), Amazon.com (public relations), America Online (direct mail), E-Trade (internet marketing), as well as many other notable names.

It is important, however, to remind ourselves that awareness alone does not lead to brand equity. There are many short-lived awareness success stories (Fruitopia, Pets.com, Avia, Zima and American Ski Company, to name a few) that have illustrated that it is indeed possible to achieve a high level of awareness for a product or service, while in turn establishing only a low level of brand equity and thus killing the brand.

Clearly, before investing substantial financial resources to build a brand’s awareness, careful consideration of the influence exerted by the other brand assets (quality, identity, preference and loyalty) is critical. A carefully orchestrated asset-driven branding program can assure that today’s awareness helps to build tomorrow’s equity.-->

Anlace 19:57, 6 February 2007 (UTC) (who moved the text block, not the author of the text block)

This article is a train wreck

I've added a couple of tags, because this article is... well... awful. You've got some strange semi-masturbatory suburban Chicago promotion, along with scads of information with little or no basis for inclusion.

For instance, what is the criteria for a brand being "high end", and who decides it? Without first reaching consensus on who upmarket consumers are, and what upmarket brands are, the figurative door is slammed wide open for WP:WAX. (e.g. Why isn't Cadillac listed as a high end car? What makes Lexus high end, and not a rebadged Toyota?) -- Kevin (talk) 21:00, 12 July 2009 (UTC)

No References

This article has no references. The only cited reference is a 404 webpage. There's lots of Brands cited, and the whole thing reads like an advert or linkspam. —Preceding unsigned comment added by 116.228.233.186 (talk) 03:14, 9 June 2010 (UTC)