A.Kwanta Sirivajjanangkul Albert Laurence School of Communication Arts Department of Advertising 2014

* Defining a brand * Types of Brands * The purpose of branding * Developing and managing brand identity * Brand strategy and management

Defining a brand AD3118 for 2/2014 by A. Kwanta S.

* The concrete features of a brand are its logo, tagline, slogan, actual products, and physical retail environment * But a brand is more than the sum of its parts – most of what constitutes a brand is intangible. * In many ways the brand is paradox, a composite shaped internally by company strategy and externally by consumer perception and experience. * Formed from a unique mix of tangible and intangible elements, a brand is created out of a total package including not only garments, retail environment, packaging, and advertising but also the meanings, values, and associations that consumers ascribe to the brand.

* Walter Landor, a pioneer of branding, famously said, “Products are made in the factory, but brands are created in the mind”. * Adamson defines a brand as, “ something that exists in your head. It is an image or a feeling. It is based on associations that get stirred up when a brand’s name is mentioned” (2007).

* The values, messages, and ideas that underpin a brand will be expressed through: 1. The brand name and logo 2. The product 3. Packaging and display 4. The environment in which it is sold 5. Advertising and promotion 6. Company reputation and behavior

* Brands exist at every level of the fashion industry. * There are branded fibers, branded textiles, sport brands, designer brands such as Armani or Donna Karan, luxury brands like Louis Vuitton or Hermes, iconic couture brands like Dior, fashion retail brands, and even department stores that have achieved brand status.

1. Corporate brand * this is where an organization has one name and one visual identity across its brands. The corporation is the brand. * ex. Sri Lankan manufacturing corporation, MAS Holdings, has this kind of structure: * MAS Intimates produces lingerie and intimate apparel for global customers such as Mark & Spencer, Gap, and Victoria’s Secret * MAS Active is a supplier of active sports and casual wear to Nike, adidas, Reebok, Gap, and Speedo * MAS Fabric develops fabrics, elastics, lace, and other.

2. Manufacturer Brands * these are created and marketed by producer companies who will choose a name for their branded product. Manufacturer brands are prevalent within the fiber and textiles industry. * ex. DuPont * Lycra * Kevlar * ex. NatureWorks LLC, joint venture between Cargill and Teijin of Japan produce Ingeo

3. Private brands * also known as own brands, store brands, retailer brands, own label. * private brands raise the profile of retailer, differentiate its offering, and add value for customers. Retailers tend to favor them because they offer opportunity for higher margin than selling designer-branded merchandise * ex. US department store * Nordstrom * Classiques Entier * Macy’s * I.N.C. * Tasso Elba * ex. Zarola

4. Endorsed brand * when a parent brand gives its name or endorses one of its own sub-brands. The names of the parent and sub- brands are linked. * the endorsement gives credibility to the sub- brand while also capitalizing on the status and reputation of the existing main brand. * ex. Polo by Ralph Lauren * ex. Obsession by Calvin Klein * ex. Marc by Marc Jacob

5. Co-brands or partnership brands * a co-brand is created when two brands join together to develop a new brand. * ex. Yohji Yamamoto has 2 co-brands * Y’s Mandarina, a bag and accessory collection for men and women created in conjunction with the luggage and accessory brand Mandarina Duck * Adidas Y-3 (Y-3) a collaborative brand project with adidas * Y-3 takes its name from the “Y” from Yamamoto and the three stripes of the adidas logo

6. Brand Portfolio * when a brand has a brand portfolio the aim is to maximize coverage of the market without the individual brands within the portfolio competing with each other. * the multiple brands within the company will be designed to address specific needs across different key segments within the market. * ex. Gucci Group * Gucci * Alexander McQueen * Stella McCartney * Balenciaga * Bottega Veneta * Yves Saint Laurents * ex. Adidas Group * Adidas * Reebox * Rockport * TaylorMade * ex. Yohji Yamamoto has 2 co-brands *

The Purpose of Branding AD3118 for 2/2014 by A. Kwanta S.

1-28 * tap into values and beliefs * create connection * generate emotional response * provide reassurance * ensure consistency * build loyalty * add value and charge premium

1-29 * Brand Identity * brand identity is controlled from within an organization and should relate to how the company wishes consumers to perceive and engage with the brand. * people use brands, and fashion in particular, to make statements about themselves – the meaning and associations consumers have with brands, how they feel, how they want to be seen, and how they wish to be perceived by others.

1-30 * Brand Identity * the brand identity will be built up using the following: * the logo * the product and services * packaging * retail environment * windows and visual merchandising * promotion, advertising, and PR * Website * the consumers will interpret all of a brand’s signifiers and form their own impression of the identity.

1-31 * Brand Image * the image of a brand will differ depending on whether it is formed by a brand-user or non-user or someone who has a business association with the brand such as a supplier or stakeholder.

1-32 * Brand Identity & Image * there is a strong correlation between brand and consumer identity. Consumers are likely to connect with brands that affirm their personal viewpoint and ideals. * marketers need to ensure that brand identity and brand image are closely match. A large gap between identity and image can result in catastrophic problems of a brand. *

Brand Identity and Image Consumer identity Logo+products+packaging+display+promotion+website there is a strong correlation between brand and consumer identity. Consumers are likely to connect with brands that affirm their personal viewpoint and ideals. Brand image Brand Identity Consumers will use external expressions of the brand to form their own perception and opinion of the brand. This is knows as brand image. Brand identity is controlled internally from within a company. It is reflected externally through every outward expression of the brand. Each aspect of the brand must be consistent in order to build a strong and coherent brand

Developing and managing brand identity AD3118 for 2/2014 by A. Kwanta S.

1-35 * Brand Management: to develop and manage the brand, or how to create differences for the brand, also how to manage consumer perception towards product, services or company. * Brand Equity : brand asset * 3 keys to develop and mange Brand Identity 1. Brand essence 2. Brand values 3. Brand personality

Brand essence: * a brand essence describes the essential nature or core of a brand. It could be described as the brand’s heart, spirit, or soul. * closely to allied to the brand essence is the brand proposition, which is a succinct expression of what the brand intends to offer or promise to the customers. * mostly, essence and proposition explain the reasons behind the brand and clarifies the motivation for the business.

Brand values: * Brand values build upon and expand the central theme of the brand essence. * They are the core values that set the code by which a brand organization operates. * The values should inform all aspects of how the company runs its business, designs, and develop its products, delivers its services, and markets and promote its brand. * Consumers are more likely to engage with a brand when they respect or connect with its values.

Brand personality: * Brand personality works on the premise that brands can have personalities in much the same way as people. * Professor Kotler, when describing the differences between the computer brands IBM and Apple, * Apple – 20S, IBM – 60S * When related to fashion, it is all easy to say that a brand is fashionable, stylish, modern or luxurious. But do those characteristics really capture the flavor of its personality or distinguish the brand clearly from any other. * The Vivienne Westwood label could be described as British fashion with a twist, so could that of Paul Smith?? * Vivienne Westwood – anarchic, irreverent, a little subversive * Paul Smith – British style with quirky elements of unexpected

Brand Strategy and management AD3118 for 2/2014 by A. Kwanta S.

Brand extension and stretching

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