Jeep is a brand that everyone is familiar with. They have an image of being tough and rugged and their website does not disappoint. From the build your own Jeep to the rough and muddy pictures of Jeeps they have correctly marketed their image. According to Roberts & Zahay (2013) brand image is "an advertising metric that measures the type and favorability of consumer perceptions of the brand" (p. 469).
The JeepLife tab has real pictures and videos sent in from owners that show their Jeep in action. Jeep is catering to their targeted audience of the tough and rugged as most of the pictures are off roading action with mud and dirt all around. The target audience are those that like a little adventure in their life and Jeep is portraying this in their website.
Overall, well done Jeep on a great website.
Lisa, I agree, Jeep does a very nice job of marketing their brand image. I used to drive a jeep and even though I am typically not much of an outdoorsy adventurous type, I definitely felt like I WANTED to go camping or I WANTED to go on adventures in my jeep. I think they have a well laid out and brand relevant website, but it is definitely a little masculine. If they could be more androgynous in their approach, they probably could be even MORE effective.
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