Relationship Between Corporate Social Performance

RUNNING HEAD: MARKETING 0
MARVEL COMICS: CBBE MODEL

MARKETING 2
About Marvel comics-
Marvel comics is the print technology of marvel worldwide which came into existence in 1939 in
United States. The parent company of Marvel comics is Disney. The comics was created by
Martin Goodman that focused on the marvel characters that include superman, batman, green
arrow, and wonder woman. One of the toughest competitors of marvel comics is DC comics
(Beuk, 2016).
Consumers of the brand-
Originally, Marvel comics targeted the children, young adults and especially males as it was
more confined towards action and superheroes. Among young male population, it targeted the
children who loved Sci-fi drama and were nerdy in nature. As the comics depicted the
superheroes fighting the bad boys, it caught the fantasy of many young boys who wanted to be
like their superheroes. The bright colored comic book with attractive characters caught the
fantasy of the many kids including girls. With time, many changes took place such as
incorporation of the female superheroes that included wonder woman that had all the charters
tics of woman but with special super power (Escobar-Rodríguez, 2017). Such female super power
caught the fantasy of female audience thus targeting the larger base of consumers among young
adults.
Salience-
There is high degree of customer salience towards the Marvel comics as they are able to
recognize the brand because of their high visibility. The movies related to the marvels always
highlight the name of the characters and their origination. For example , Avengers by Marvel,
and captain America by Marvel. Moreover, there is increased awareness of the Marvel comics
among the target audience because marvel consists of various entertainment types which also
include movies. According various popular estimates, the brand awareness of the brand is 100
percentage while it is of high priority for the 70 percentage section of the society.
Performance –
The performance of the brand Marvel comics in the eyes of the target segment is considered
good as the brand is able to provide with the exciting and thrilling stories to the target segment .