Alaina Alberico

Brand Introduction
1995 Founder Jeff Bezos launches Amazon as an Online Bookstore
1998 Amazon expands into new product categories (toys, electronics and tools)
1999 Amazon reaches milestone by selling 20 million items to 150 countries
Bezos was named Time magazine’s Person of the Year
2005 Amazon Prime Membership program is rolled out for $79 guaranteeing 2-day delivery
2007 Kindle e-reader is launched
2009 Acquires Zappos (large online shoe retailer)
2015 Amazon market value hits $250 Billion
2017 Bezos named richest man in the world
2021 Bezos steps down as the CEO of Amazon
Brand
Introduction

Why Does Amazon Exist?

• Amazon offers an abundance of innovative solutions for customer’s needs, wants and problems.

What’s Inspiring about Amazon?

• Jeff Bezos has inspired employees, consumers, manufacturers and resellers to believe in and
support the “Why Amazon Exists.”
• He has created a company centered around the consumer experience and their lifestyle needs
making consumers loyal and dependent on Amazon solutions.
 Amazon is a Hero Brand
• Offers solutions to
customers problems
• Broadest product offering
• Ease of ordering
Brand Archetype • Competitive prices
• Delivery made simple
• Free, Fast Delivery for
Prime Members
 Mood
Board
Customer Experience Competitively Priced
Ecommerce One Stop Shop
Convenience Subsrcibe & Save Orange
Trusted Prime Blue
2 day Delivery Alexa Black
WORDS COLORS
Innovation Mobile App White
Easy Drivers Gray
Largest Product Offering Wishlist Turquoise
3rd Party Essentials
Fulfilled by Deals (Today & Lightning)
Problem solver Happy
THEME FONTS Amazon Ember
Growth Leader
Greatest River of South America Prime Basics
ABSTRACT BRAND NAME
Largest number of freshwater fish Alexa Fresh
Smiling Arrow A' with a smile underneath it Offering every product from A-Z
IMAGES MESSAGE
Shipping boxes with Tape Customer satisfaction with a smile
 Branding Map

BRANDING MAP
Delivery box with Turquoise
Communication strategy:
tape and smiling arrow, Blue
MESSAGE Delivery of millions of product SIGHT
and Orange color, Prominent
right to your door
"Search" bar, shopping cart
Delivery Truck, Alexa notifying
SHAPES A with arrow SOUND
of shipment update
Lightning Deals, Interactive
RITUALS Anything that makes you smile TASTE
Ads
TRADITIONS Prime Day Savings, Smiles Good, better, best smells SMELL
TOUCH/
SYMBOLS Shopping cart, smiling arrow Boxes, bags, air pillow inserts
TEXTURE
 Strengths, Weaknesses,
Opportunities and Threats
Analysis

S W O T
Leading online retailer Lack of Personal Engagement Open Brick n Mortar stores Increased & Aggressive Competition
Strong Brand Name & Reputation Private Brand Product Failures Continued Acquisitions Brick n Mortar advantage of Target and Walmart
Recognizable Logo No retail brick n mortar presence Innovative Technology Ordering & Delivery By online and pick up in store same day
Customer Centric Capitalize on Subscribe & Save Copycat of business models
Innovative Build private brand categories Delivery challenges getting it there in 2 days
Endless Product Offering
Market Leader
Competitive Pricing
2 Day Delivery
Same Day Delivery Options
Diversified Business Model
Thousands of DCs Coast to Coast
Easy to use App
 • Strong demographic focus on middle-aged families with an average annual
household income of nearly $85,000

• Split equally between males and females

Target • Their target audience is middle to upper class 18–44-year-olds

Audience • Amazon prime is typically in the US

and Segments • Geographics globally but more than 60% comes from the US

• Psychographic data is students and professionals, singles and families, low to

high income

• Various personalities include “Resigned” or “Struggler” to “Aspirer”,

“Succeeder” and “Reformer”
Competitive Amazon
Analysis
Values Customer Centric, Highest
Quality Standards, Earn Trust,
Deliver Results
Founder/WHY (Simon Jeff Bezos, To offer an
Sinek) abundance of innovative
solutions for customer’s needs,
wants and problems
Mission/ Customer obsession rather than
Vision competitor focus, passion for
invention, commitment to
operational excellence, and
long-term thinking
Message/Communication Print and media messaging,
Strategy brand advocacy, sustainability
focused, quality brands, private
brand equality, refurbished
products
Packaging Amazon branded box, tape and
packaging
Price (range) $0 – thousands of dollars based
on item
Product Offering Every possible product offering –
groceries, technology, books,
tools, clothes, shoes, etc.
Walmart
Helping People Live Better
And Save money on the things
they buy
Sam Walton, To bring greater
opportunity and value to
customers
Be the destination for customers
to save money, no matter how
they want to shop.
Local community support, Print
and media messaging, quality
brands, private brand equality
Consistent brand for private
branded packaging, branded
bags
$0 – thousands of dollars based
on item
Every possible product offering –
groceries, technology, makeup,
tools, clothes, shoes, etc.
Convenience, Competitively
priced, Exceptional Customer
Experience
George Draper Dayton, To help
all families discover the joy of
everyday life
To help all families discover the
joy of everyday life.
Local community support, Print
and media messaging, quality
brands, private brand equality,
ethical production, equal
opportunity employer
Consistent brand for private
branded packaging, branded
bags, branded box, tape and
packaging
$0 – thousands of dollars based
on item
Every possible product offering –
groceries, technology, personal
care, tools, clothes, shoes, etc.
Connect people and build
communities to create economic
opportunity
Pierre Omidyar, To bring
together buyers and sellers in an
honest and open marketplace
To provide a global online
marketplace where practically
anyone can trade practically
anything, enabling economic
opportunity around the world
Trusted platform to
communicate between seller
and buyer, promote customer
feedback and reviews,
refurbished items
Non branded. Packaging is based
on customers own packaging
$0 – thousands of dollars based
on item
Every possible product offering –
technology, appliances, tools,
clothes, shoes, etc.
Brand Consistency Analysis
For the last 22 years, Amazon has stayed
consistent in brand and logo. Prior to
that, it was evolving every few years till
they finalized on the current logo.
• The arrow has remained recognizable reflecting
they offer everything from A-Z and it puts a smile
on the consumers face.
• Amazon colors have also been consistent through
time

Their value prop has remained the same

in delivering an endless aisle of products
that can be delivered in 2 days.

Jeff Bezo’s was the initial founder and

remained at the helm till 2021.

Brand is strong and recognizable.

 Brand Perception Analysis

Facebook Twitter Instagram Snapchat LinkedIn YouTube TikTok

Goal/focus Sell unique Sell unique Product sales Advocacy to Advocacy, Commercials for Drive sales and
products, create products, create sell products Community products, Promote use Advocacy to
brand awareness brand awareness Support, Team Prime video through sell products
building trailers

# of followers, etc. 29 Million 4.7 Million 3.7 Million 28.3 Million 1.6 Million 642 Thousand

Most shared Holiday posts Taylor Swift new Green vine holder Challenges and Top Company Trailer for “The Holiday Cheer &
topics/pictures album release skills Award in the US Peripheral” Season 1 Shopping
Most liked topics Community Amazon delivery Green vine holder Top Company Alexa Big Game Anything holiday
Support topics Award in the US Commercial related
Most commented on Unique products Amazon Music Green vine holder Top Company Little Red Riding Hood Shop early for
topics for sale Award in the US commercial the holiday
Hashtags #FiveStarStory, #PrimeEarlyAccessSal #FiveStarStory, #DIWhy,
#TNFonPrime, e, #worldsmileday, #TNFonPrime, #AmazonDeals,
#cybersecuritymo #AmazonBasics #AmazonAds #Savings,
nth

Most used content Video with links Pictures with links Videos with links Pictures with Videos Videos
format (video, links, links
pics, etc.)
 Touchpoint #1
Social Media
• Branding
o On point aesthetically with consistency of colors and messaging
o Strong focal point with smiling arrow
• Retain customers by using interactive and engaging videos reflecting
everyday people using product
• Utilize “Word of mouth” advocates to present to spread the word to
new markets and consumers
• Amazon is competitively priced and sets pricing for market so they do
not lose credibility through pricing adjustments
• With 3.7 million followers, Social Media platforms is a great way to
create brand awareness around new products
• Entice employees to come to a growing and socially responsible
business
• Amazon was a savior during the Covid Crisis and has positioned itself
as a survivor of any challenge or crisis
• Due to their brand credibility, they can take risks in bringing to market
new product options
Touchpoint #2
Brand Advocate
• Branding
o On point aesthetically with the “Why” Amazon exists
o Stresses how “easy” Amazon is to fulfill your clothing needs
• Drives brand awareness for new programs like “Try Before You
Buy” program for customers
• Engage with followers as a “friend” through interactive videos
with product links to their favorite product
• As an advocate, they validate Amazon being competitively priced
and offer a reason why something maybe priced higher or lower
compared to other retailers
• Advocates have million of followers to drive brand awareness,
present new products and programs
• During a crisis is when Brand Advocates present their brand as
the savior solving the worlds problems
• Due to their brand affiliation, large base of followers and
credibility, they can take risks in presenting new items that may
be riskier
 Touchpoint #3
Event - Prime Day
• Branding
o Consistent with color use, logo and messaging
o Strong focal point with smiling arrow plus branded packaging
• Touchpoint focuses on retention of customers since they are elite
member of Prime building brand loyalt
• Targeted at New Customers since they are missing out on the Big
event
• Event allows them to discount product pricing and create excitement
while building brand awareness
• Event is a great day to launch new products at a discount and bring
awareness to new product lines
• Event allows them to take risks with lines that they normally would
not discount or promote without nervousness of failing
Touchpoint #4
Loyalty Program - Prime
• Branding
o Utilizes branding colors and font along with smiling arrow
o Just the word “Prime” has strong brand recognition as the
Amazon loyalty program
• Amazon’s Prime program builds customer loyalty, retention, and
increased purchases. It is also attractive to new customers to
join the program and be part of the exclusive club
• The benefits of the loyalty program offset any price increases or
decreases the company may fear because customers receive free
shipping as a loyalty benefit
• Part of the loyalty benefits is special access to items, sales and
promotions
• Prime diversified into different categories which was a risk for
the company, but it paid off in all three categories
• This expansion helped Amazon strengthen its Prime brand and
the importance of being a member which relates back to the
“Why They Exist”
 Touchpoint #5
Web
• Branding
o On point aesthetically with consistency of colors and
logo
o Inline with the “Why Amazon Exists” by presenting
an overwhelming amount of product categories and
solutions
o Search bar extremely prominent positioning it as the
solution for everything from A-Z
• Great retention tool because Amazon displays similar
items based on searching history to push consumers to
buy
• Intriguing to new customers based on all of the unique
shopping options such as “Try Before You Buy” or the
creation of shopping lists
• Notifies customers of price changes for items on their
“Wish List” or “Save for Later” list building a trust and
credibility
• Great place for Amazon to present new products to
customers based on seasonality and new product
launches
• Strengthens brand awareness by catering the look, feel
and products based on customers buying preferences
Peer Review
Melanie Salgado: BTS (Bangtan Sonyeodan)
Touchpoint #1
• Expansion to New Market
• Somebody signs for the deaf community
• Collaborations with different well-known artist to expand fans

Touchpoint #2
• Retaining Customers
• Hopeful for the future Melanie’s brand can be adapted for
• Creating new songs and solos my brand by having BTS as an
• Diverse markets
Amazon ambassador. They can both
Touchpoint #3 capitalize on their partnership by
• Brand Awareness putting it on their social media feeds
• Publicity such as newspapers, magazines, tours, and more
• Working on solos during break and driving awareness for both BTS
and Amazon.
Touchpoint #4
• Strength Awareness
• Albums
• Self designed merchandize

Touchpoint #5
Peer Review
Cyera Williams: Telfar
Touchpoint #1
• Expansion to New Market
• Collaboration with UGG
• Creating new products outside of bags
Cyera’s touchpoints were very
Touchpoint #2 unclear and when asked, she did not
• New Products know. However, Telfar and
• Telfar is creating bags, denim, camo, performance, and shoes Amazon could benefit from a
collaboration by creating a special
Touchpoint #3 collection for a limited time only.
• Withstanding Crisis
• Brand became very popular during Covid-19