EOC-Chapter 7 Discussion Questions(Johnny Cupcakes)

Chapter 7

Discussion Questions

Johnny Cupcake

1.     What is viral fashion branding? How did this form of branding make Johnny Cupcakes a well-known product line in the youth market?

Is a mulit-million dollar brand that grows through different types of branding.  “All of Johnny fashion branding had been implementing through self-promotion, word of mouth, or by using electronic methods such as e-mail and the pruner.”

2.     Why is viral fashion branding a good method for promoting product? Can you think of other brands that are currently using this process?

This is one of the best marketing forms because it is the least expensive with word of mouth, and internet promotion. “This allows each person who visits the to feel as if he or she is a part of the success.” The first brand that comes to mind is Threadless, they only use viral marketing methods as their marketing and advertisement campaign.

3.     How does Johnny Cupcakes allow customers to feel like they are special? Is this important and why?

“The company added surprise’s to the boxes when filling internet orders. Customers would find items such as trading cards that were popular in the 1980s and 1990’s featuring ninja turtles, Ghostbusters, and garbage pail kids.” Yes, I believe that this very important for the brand image that Johnny Cupcakes really wants his brand to create. This is why he has such a cult following.

4.     Do you think Johnny Cupcakes brand to older customers like the baby-boomers and generation Xer? Why or why not? How does his use of nostalgia and popular culture influence his ability to reach different audience?

I think that it only appeals to generation Xers, is that is style of his trunk show. He sells out of the old suit case truck. Other than that I do not believe his brand appeals to that specific generation.

5.     In your opinion, is Johnny Cupcakes a unique brand? What others items would you include in his product line?

I think how he sells his product in his brick and mortar store is very unique shopping experience for anyone. As a product line I think its basic, in the Indy style. Its your basic graphic t-shirts, sweaters, and other merchandise.