Age Denial, Adaptive, Irrelevant and Affirmative Branding
User Rating: 0 / 5
- Details
- Hits: 8681
Age-denial branding
Age-denial brands convey the message to clients aged 50 to 60+ that they do not have to get old. They base their branding on the fact that older people reject the reality that they are old and continue defining themselves as middle-aged. Because of the denial, such individuals are on the lookout for brands that help them look young. Some of the current anti-aging products include Botox and Differing Gel (Differin Adapalene Gel 0.1% for Acne Treatment). Specifically, Differing Gel fights acne and reduces signs of aging. It reduces inflammation under the skin by clogging pores and combating fine lines.
Age-adaptive branding
Age-adaptive brands help old individuals to adjust to issues that relate to age as they find the brands more effective in nature. An older person might experience impairments in sight or hearing, leading them to look for hearing aids or eyeglasses. An example is Oticon Xceed, which is the latest power hearing aid by Oticon Company. The device helps the seniors with hearing impairment to access speech because it features an Opensound feedback setup.
Age-irrelevant branding
Age-irrelevant branding is an indirect approach that targets the market for the elderly. However, age-irrelevant branding avoids being explicit or overt because such appeals that correlate to age can be catastrophic like it happened for H.J. Heinz, which is a food giant when it attempted to market a more digestion-friendly brand labeled senior food. An example of an age-irrelevant brand that is currently trending well in the market without making explicit appeals to the elderly is the New Balance Hook and Loop 577 shoes. The pair of shoes is comfortable for the older people who might have specific support needs for their feet, thus promoting their overall foot health.
Age-affirmative branding
Age-affirmative branding targets older people and gives them more positive aging messages by reflecting on their personality. Age-affirmative branding builds on a lasting relationship with elderly clients by highlighting positive features of aging and communicate to the older adults using a credible tone. An example of a current age-affirmative brand is Houston Parks and Recreation Department, which provides leisure activities for elderlies aged 55 and older. Specialty, fitness, and cultural events are some of the activities they offer to regard aging as something positive.