A brand manager at Kraft uses details about the brands humble origins in its latest advertisement. Which term describes the image the brand manager is trying to portray?

Question

A brand manager at Kraft uses details about the brands humble origins in its latest advertisement.  Which term describes the image the brand manager is trying to portray?

BlackTom AI · Accepted Answer

The prompt presents a branding scenario and asks which term describes the image the brand manager is aiming to portray.
Option 1: 'Strugglers' — This term could imply hardship or difficulty, but in branding it is not a standard label for the narrative of humble origin and perseverance. It’s not commonly used as a formal brand image descriptor.
Option 2: 'Anthropomorphism' — Anthropomorphism refers to giving human traits to non-human entities (like animals or objects). While a brand might use anthropomorphic imagery, the specific idea of highlighting humble origins does not inherently involve attributing human form or traits to something nonhuman, so this isn’t the best fit for the described strategy.
Option 3: 'Underdog' — The underdog concept centers on portraying a brand as overcoming adversity, having humble beginnings, and challenging larger competitors. This aligns directly with using details about humble origins to evoke sympathy, resilience, and relatability in advertising, making it the strongest match.
Option 4: 'Doppelgänger' — A doppelgänger suggests a look-alike or double of a person, which is more a visual or identity mirroring concept rather than a branding narrative about humble origins. It doesn’t capture the idea of portraying a brand’s modest beginnings.
In summary, the strategy described—emphasizing humble origins in a campaign—best maps onto the 'Underdog' image, as it frames the brand as one that rises from modest beginnings to compete and succeed, a common messaging trope in advertising. The other options either describe different concepts (anthropomorphism, doppelgänger) or invoke less fitting narratives (strugglers) for this particular branding angle.

SP25 MARKETNG 305 001 Exam II

A brand manager at Kraft uses details about the brands humble origins in its latest advertisement. Which term describes the image the brand manager is trying to portray?

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