Brand portfolio Essay Example

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Brand portfolio

Buzz marketing, which is also known as micro-marketing, is the act of gathering volunteers to test a commodity; then sending them out to different parts of the world to talk about their experiences with the people they meet out there. This method is trying to convince them that the product can meet their needs and expectation. The idea is that, the more people see a product used by the public or the more they keep hearing about it from people they believe and know, the more they will be interested on buying the product (Gardner, 2005, p. 34)

Of course, face to face conversation has been a way out for many to find their favorite product to use. For many years, people have found the word of mouth to be an easy way to persuade and satisfy customers in buying their products. This way, many producers are able to meet the taste and preferences of their customers. Marketing professor jerry wind says, “It has more credibility than traditional advertising but, it is fairly recent development for companies to try to create a structure around the practice, to harshness and direct the way that word of mouth spreads—and to attempt to measure its effect on sale once the campaign is complete.”

Buzz marketing has many different forms. In some companies’ people are identified to do buzz marketing for them. Mavens, influencers, or early adopters are people who normally set cultural trends and determine what is fashionable before others know its existence. Procter and Gamble pioneered this method on a large scale by employing thousands of maven teenagers to create buzz about new commodities. Another form is by using connectors. They are used when something is needed to create instant awareness (Kirby & Marsden, 2006, p. 87).

World vision is a brand which has used buzz marketing in viral marketing, an example being the use of Trojan condoms. Trojan condoms launched a website known as Trojan games in the year 2003. This followed a series of Olympic-styles events based on sexual performance. The various Trojan games videos have been viewed 300 million times and have helped in stimulating public debate about the brand (Hughes, 2008, p. 40).

Buzz marketing should be used judiciously for it to remain effective otherwise; people will get discouraged by it; thus, becoming resistant to the marketing viruses which are spreading. (Kelly, 2007, p. 20).


Gardner S. (2005). Buzz marketing with blogs for dummies. New York: For dummies.

Hughes M. (2008). Buzz marketing: Get people to Talk About Your Stuff. USA: Penguin Press.

Kelly L. (2007). Beyond buzz: The Next Generation Of Word Of Mouth Marketing. AMACOM: Div American Mgmt Assn.

Kirby J & Marsden P. (2006). Connected marketing: The Viral, Buzz And Word Of Mouth. Revolution, Butterworth Heinemann.