L.L. Bean Fails at Building Brand Value Through TV Spots

L.L. Bean is a company well known for its brand loyalty, yet it has yet to fully found its identity when it comes to online and television spot advertising. The brand tends to take the angle of selling products and reinforcing quality. Though quality is a big part of what L.L. Bean stands for they should better identify their target markets of their advertisements to build brand value, instead of focusing on selling products such as backpacks, slippers, and snowshoes.

The company has been growing and expanding its brick and mortar locations across America, in fact this summer they will open their first Michigan store in Clinton Township. As a loyal L.L. Bean customer myself I would recommend the company try to find its own individual voice and brand through their advertisements that reflects their image and personality.

Though they do many things right as a company, these ads are too stale for me to consider them as personal marketing that advances the business.

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