Brand Affiliantion

Connoisseurs of life.

The decisions we make about the brands we choose are often influenced by whether we want to be seen as associated with those brands and those brands’ users. So it is essential that our constituents’ image of our brand users be an identity they desire to affiliate with, admire, or aspire to be like. Brand affiliation describes the positive user imagery that attracts our target to the brand while neutralizing any negative imagery that may turn them away.

Connoisseurs…

Consumers naturally associate the Sotheby’s International Realty brand with connoisseurs because the brand is so well connected with the art world. Many view Sotheby’s International Realty customers as those who enjoy the finer things in life such as travel, wine, and antiques. These are individuals who seek to get the most out of the things they appreciate, delving deeply into interests, hobbies, and activities that define their ideal lifestyles. The Sotheby’s International Realty brand celebrates people’s aspirations and their interest in their homes.

of life.

Those who choose to interact with the Sotheby’s International Realty brand are those who enjoy and appreciate everyday life. This idea of celebrating the everyday speaks to the openness of the brand, such that all those who aspire to be “connoisseurs of life” can participate and become members of the club. If the brand’s affiliation stopped with connoisseurs, it could perhaps perpetuate the highbrow nature of the brand. Instead, adding “of life” suggests that everyone can be a participant in the brand and appreciate the unique aspects of everyday life.