EOC Week 7: Review Questions

1. What is viral fashion branding? How did this form of branding make Johnny Cupcakes a well-known product line in the youth market? Viral fashion branding occurs when a brand's entire promotion and marketing is implemented through self-promotion, word of mouth, or by using electronic methods, such as Facebook, Twitter, and other internet services. He appealed to his younger target market by having his band members where his product and then that in turn would be seen on the internet by fans of the band.

2. Why is viral fashion branding a good method for promoting product? Can you think of other brands that are currently using this process? Viral fashion branding is a great method of promotion because it reaches an innumerable amount of people. Today, everyone belongs to Twitter and Facebook. It expands the market far beyond the reach of a brick and mortar store. Almost every brand today uses viral promotion.

3. How does Johnny Cupcakes allow customers to feel they are special? Is this important and why? " Bloggers can see his daily routine, his friends, his family, his personal associations with specific customers, and his own convictions concerning culture and society. This allows each person who visits the site to feel as if he or she is a part of his success." (Brand/ Story, p. 109)

4.Do you think the Johnny Cupcakes brand relates to older customers like the baby-boomers and generation Xers? Why or why not? How does his use of nostalgia and popular culture influence his ability to reach different audiences? It doesn't relate as much to older generations because it is a very youthful look. However, I can see because of the use of nostalgia that can be found throughout the brand, how he is able to reach some members of an older audience. People like to connect to something that they loved in their youth and if it meant a lot to them then, chances are it still will.

5. In you opinion, is Johnny Cupcakes a unique brand? What other items would you include in his product line?Johnny Cupcakes is a very unique brand not only because of the way in which it gained popularity but also because it became so main stream. In addition to all of the items discussed on page 122 of Brand/ Story that the company has added to the mix, I would add denim, children's clothes, and jewelry.