The brand image in the adults’ minds
For the adults (mostly the adult women), American Girl is a valuable, meaningful and familiar brand and reasons are as follows:
Valuable: American Girl not only has the great values as being a tool for the better communications among different generations, but also offers mothers and grandmothers a way to teach the young girls to behave themselves.
Meaningful: The stories of the American Girls can also give a counterweight to popular culture’s negativity and violence by referencing timeless virtues such as kindness and honesty.
Familiar: American Girl Place provides a chance for mothers and daughters to share memories while reinforcing intergenerational connections when they hang out together.
The brand image in the children’s minds
For the most children, American Girl is a dolls’ brand which is very interesting, but few older children may also treat it as a brand that can arose resonance, here are the reasons:
Firstly, the books, dolls, clothing and accoutrements can provide the girls a stage to show their imagination and creativity.
Secondly, Most of the little girls can only reenact stories from the books literally and make up stories that have nothing to do with the characters in the book, or just enjoy the manipulation of the dolls and their clothing, accessories and accoutrements.
Thirdly, some of the older girls can use the stories to illuminate their own lives and facilitate the performance of life tasks, then have a better understanding of their real life.
Main reasons for American Girl’s success — (from the perspectives of consumer perceptions and the socio-cultural influences of the brand)
From the perspective of consumer perceptions
The needs of the consumers and the benefits they sought:
For adults, they want to have better connections and understanding among different generations. For children, they want to express their self-concept through doll playing.
Consumer perceptions of the benefits provided by consumption:
Firstly, by purchasing the products of American Girl, consumers can create a community in which people share their life experiences and the cultures.
Secondly, the emotional ties based on the stories of American Girl create connections for people from different generations and help them get closer.
Thirdly, children can express themselves through the doll playing and shows their personalities and creativity.
Hence, since the consumer needs and the benefits can match the benefits provided by the product consumption, the American Girl can always attract a large number of consumers and become an influential brand.
From the socio-cultural influences of the American Girl
The culture of the American Girl acts as a perceptual frame through the characteristics and stories of different American girls. Every American girl has its cultural value and the special history background which related to the important events in the American history. This special culture background will not only remind the adults of the specific history but also help them to form a better point of view towards the history events.
Besides, American Girl may also influence the children when they are acting as a certain American girl. In this way, the children can fit themselves into the characters and then try to know more about the culture backgrounds of that time. Thus, they will have a better understanding of the culture and history of that time.
by
utjutj (student)
