To create my own personal brand I would probably start out
as an online store. Depending on my following
I would start out as an etsy store and upon expansion, I would create my own
website. My brand would be called
Pavi-Elle. Pavi-Elle is a bohemian/resort
wear type of clothing line. My products
would be rompers, leggings, oversized tank tops, dresses, wide legged pants,
and swimwear cover-ups. These clothing
can be worn on vacation, or in a warm climate.
The target market is women aged 25-40.
Pavi-Elle clothing is for comfort, but still sexy and confident. The colors of the line are earth tones and
bright vibrant summer colors. In styling
my business cards, I would incorporate the aura of the clothing along with
colors that would accentuate the colors used in my logo. My logo would be some type of italicized
writing to give an exotic feel, but not too hard to read so that people would
recognize the name of the brand and be able to make out what it says. My theme song would be “I am beautiful” by American
Idol winner Candice Glover. The song is
about being beautiful no matter what anybody else says or thinks. It is about empowerment and having self esteem
and a high confidence in yourself. This
would be the goal of my brand. For women
who are over 21, and are career women, mothers, wives, and their party days are
over. It is about rediscovering your
inner beauty and shining from the inside where people will be able to see it on
the outside. I would like to make my presence known on the
internet, and eventually own a boutique
or license out my product to stores like Target. I want my clothing to be affordable, fashion
for the everyday woman.
Wednesday, May 29, 2013
Week 8 Chapter 8 Discussion Quesitons
Chapter 8
1. How does technology redefine the role of the end user in the branding process? Technology has changed brands in many ways. It allows customers around the clock shopping through the internet, applications have been created to put on cellular devices to offer coupons and make suggestions to consumers. Most importantly, the option to customize your own products online has become very popular. Technologies “do impact the brand in the form of creating new brand extensions, or rather a series of microbrands. Think of microbrands as a group of satellite brands that are variations of the mother brand.” (Fashion Branding Unraveled Pg. 270)
2. How does the concept of experiential branding relate to the branding process as described in part 1? “Experiential branding is the discipline of understanding and defining brands in terms of the way they are experienced, in order to differentiate them in the most powerful dimension: relevance (nothing is more relevant than an experience)” (Fashion Branding Unraveled pg. 270) Brands want to create an unforgettable and un matched customer experience for their consumers. This experience is what will keep their customers returning and loyal because of the exceptional experience. It is believed that a customer will remain loyal to a brand who treats them well.
3. How do microbrands compare to corporate brands and brand extensions? “A microbrand is a limited yet distinct version of the original (or mother) brand.” (Fashion Branding Unraveled pg. 270) Sometimes brands will release a “limited edition” of a product where the color may be different, or in the case of food and beverages, there will be a certain distinct flavor, which is not normally offered, available for a limited amount of time. This creates excitement amongst consumers, or is a way of trial of a new item. Sometimes “limited edition: products are introduced at certain times annually, or they become a regular staple item within the brand if they gain enough of a following.
Week 9: Recording Artist
Artist: Usher
Website: www.usherworld.com
Usher is an R&B artist, actor, producer, and most recently a judge on the reality show The Voice. His website promotes his music by posting clips or the entire song that you can listen to and then at the end there's an option to share it to your social media site. The music is not for sale and is usually taken down after a period of time. You can become a member of the website b registering with your e-mail or you Facebook or Twitter account. This way you get updates on everything new posted to the site. There's also tour and event information that you can look at, but again no tickets or anything for purchase. There's photos and lots of information about his most recent project, The Voice, which is a reality show. It's a competition between singers, who have been separated into teams where a judge, or team leader (which is a celebrity recording artist) nurtures their talent in order for them to be the ultimate winner of the competition. This is a win for the contestant, as well as the judge or team leader. As far as branding, I feel that the website does a great job at providing information about who Usher is as a person. The website is user friendly, and even though nothing is for sale, it is packed with information about Usher, and keeps fans up to date on what he's working on.
Website: www.usherworld.com
Usher is an R&B artist, actor, producer, and most recently a judge on the reality show The Voice. His website promotes his music by posting clips or the entire song that you can listen to and then at the end there's an option to share it to your social media site. The music is not for sale and is usually taken down after a period of time. You can become a member of the website b registering with your e-mail or you Facebook or Twitter account. This way you get updates on everything new posted to the site. There's also tour and event information that you can look at, but again no tickets or anything for purchase. There's photos and lots of information about his most recent project, The Voice, which is a reality show. It's a competition between singers, who have been separated into teams where a judge, or team leader (which is a celebrity recording artist) nurtures their talent in order for them to be the ultimate winner of the competition. This is a win for the contestant, as well as the judge or team leader. As far as branding, I feel that the website does a great job at providing information about who Usher is as a person. The website is user friendly, and even though nothing is for sale, it is packed with information about Usher, and keeps fans up to date on what he's working on.
Tuesday, May 28, 2013
Final Project: Burt's Bees
Burt's Bees
Burt's Bees is a line of natural skin and body care products derived from bee hives. Over half of their 150 products are 100% natural. Some of the items contain chemicals, but mostly chemicals that are as least harmful as possible. "At Burt's Bees, we don't waste our time — or yours — pretending to be something we're not. We prefer putting our energy into making the best natural personal care products out there to help you maximize your well-being." (http://www.burtsbees.com/c/story/mission-vision/what-we-are.html) Burt's Bees has been around for 25 years. Their products include lip care, skin care, face and body care, hair care and baby products. The company believes in recycling and going green to eliminate waste, as their packaging for their products is made out of recycled plastic, and each package has just enough product to last until its expiration date if used properly so that none of it goes to waste. "We don't want to create any additional garbage on the planet, and work hard to reduce, reuse and recycle." (http://www.burtsbees.com/c/story/mission-vision/what-we-are.html) Burt’s Bees also uses its resources and efforts to help the environment also. “What happens to our holiday gift tins after the holidays? Well, some of them get used for turtles… yes, turtles! Students with the Turtle Rescue Team at NC State University's College of Veterinary Medicine use these holiday tins to transport injured turtles to a rehab center. Isn't that a great way to reuse packaging?” (https://www.facebook.com/burtsbees)
On Burt’s Bees Facebook page, they inform customers of their products, but also of ways to help save the planet as well. Although the items are a little costly, customers are satisfied with the results and don’t mind paying a little extra for the quality of the product. “These are the best products out there......!!!” (https://www.facebook.com/burtsbees) Burt’s Bees is sold online, at Target and Wal Mart, and in several other retail outlets.
The customers believe in the philosophy that the company got the company started. The consumers of this product believe in health, preservation, and keeping the planet clean and safe for generations to come. Burt’s Bees is an excellent product to use for babies. “This is a great baby shower gift. My daughter just had a baby and she really loves this product.
You won't have to worry about putting any bad chemicals on the baby, because Burt's Bee is all natural.” (http://www.amazon.com/Burts-Bees-Baby-Getting-Started/product-reviews/B004EDYQT0/ref=cm_cr_pr_viewpnt_sr_5?ie=UTF8&filterBy=addFiveStar&showViewpoints=0) A baby is the most precious thing to parents and they want to do whatever they can to keep the baby safe. No one wants to use harmful chemicals on their baby’s skin and to ensure this, they use Burt’s Bees. This last quote is from a happy customer who purchased Burt’s Bees for her grandchild. It is an accessible product that you can purchase almost anywhere, and is readily available.
(www.aspenoracle.com )Final Project: Estee Lauder
Estee Lauder
(www.style.com)
Estee Lauder is a skincare company. The company sells skincare products, make-up and fragrance. "Estée Lauder founded this company in 1946 armed with four products and an unshakeable belief: that every woman can be beautiful. Today, more than 60 years later, that simple notion has literally changed the face of the beauty business." (http://www.esteelauder.com/cms/about/index.tmpl) Its founder, Estee Lauder believed beauty starts with one self. She started her business by visiting women to show them what her products did for the skin. She knew and felt that once someone tried her products that they would love it. She is famous for her quote: “Every woman can be beautiful” (http://www.elcompanies.com/Pages/Estee-Lauder.aspx) this quote is the company’s philosophy and it inspired Estee Lauder to start her own business selling beauty products. Estee Lauder sales its products at major department stores including Macy’s, on the internet, and at its own stores including outlets, Sephora, pharmacy stores, and beauty salons and spas.
Estee Lauder is now an international company, and I believe this says a lot about their brand and the community surrounding the brand. Their consumers believe and have believed in their products for many years. A customer on the Estee lauder Facebook page commented, “I've been wearing it for more than half my life and I just love it. It's very "me". (Victoria Crispo
For fiscal 2010, EL reported net sales of $7.80 billion and net income of $478.3 million.” (http://www.wikinvest.com/stock/Estee_Lauder_Companies_(EL)) .
(www.evancarmichael.com )
(www.style.com) Estee Lauder is a skincare company. The company sells skincare products, make-up and fragrance. "Estée Lauder founded this company in 1946 armed with four products and an unshakeable belief: that every woman can be beautiful. Today, more than 60 years later, that simple notion has literally changed the face of the beauty business." (http://www.esteelauder.com/cms/about/index.tmpl) Its founder, Estee Lauder believed beauty starts with one self. She started her business by visiting women to show them what her products did for the skin. She knew and felt that once someone tried her products that they would love it. She is famous for her quote: “Every woman can be beautiful” (http://www.elcompanies.com/Pages/Estee-Lauder.aspx) this quote is the company’s philosophy and it inspired Estee Lauder to start her own business selling beauty products. Estee Lauder sales its products at major department stores including Macy’s, on the internet, and at its own stores including outlets, Sephora, pharmacy stores, and beauty salons and spas.
Estee Lauder is now an international company, and I believe this says a lot about their brand and the community surrounding the brand. Their consumers believe and have believed in their products for many years. A customer on the Estee lauder Facebook page commented, “I've been wearing it for more than half my life and I just love it. It's very "me". (Victoria Crispo
For fiscal 2010, EL reported net sales of $7.80 billion and net income of $478.3 million.” (http://www.wikinvest.com/stock/Estee_Lauder_Companies_(EL)) .
(www.evancarmichael.com )
Wednesday, May 22, 2013
Week 7 Chapter 6 Discussion Questions
Chapter 6
1. Compare services to products, and
examine the difference and/or similarities in their branding process. A product is tangible item and a service is intangible. “products, for the most part, are a sum of tangible features meant to
satisfy a functional purpose and need, whereas a service, though meant to
satisfy a need as well, is intangible, emotional, and generally experiential.”
(Fashion Branding Unraveled pg. 139)
Products are usually made to perform the same way, services vary because the service
is not performed by the same person every time.
2. Define retail concept, and
briefly discuss its role in the positioning strategy of a retail brand. “The retail
concept is the business model and retail philosophy adopted by the
brand.” (Fashion Branding Unraveled pg. 182)
An important part of the retail concept is the service mix; merchandise,
price range, location, and service.
Merchandise is the products that are for sale. The price range is the range in which the merchandise
is priced. The location is usually in a
spot that is most visible and available or in a busy area where customers have
easy access to, or where customers frequent.
The service refers to the way staff treats the customers. It’s the customer service aspect of the
operation.
3. What are the advantages and
disadvantages of franchising as a global growth strategy? “Franchising simply refers to a retailer (the
franchisor) offering a store owner (the franchisee) the rights to emulate the
retailer's business model or system of conducting his business” (Fashion
Branding Unraveled pg. 205) The advantages of opening a franchise include
expansion of an already existing brand to areas or people who may not know much
about the brand, increased revenues if the business does well, and an increase
in exposure. Other advantages include
the opportunity for entrepreneurship for someone who may not want to start
their own business from scratch, the freedom of self-employment, and the
ability to use guidelines given to you instead of creating your own guidelines
and rules of how to run your business. The
disadvantages of opening a franchise include, lack of control, lack of freedon
due to constraints, legal actions, failure to operate properly, and financial
burden.
Wednesday, May 15, 2013
Final Project: Gerber
Gerber
(theuntrendygirl.com )Gerber has been around since 1900. Gerber is currently celebrating its 85th birthday. In 2006, Gerber became a part of the Nestle family. "Nestlé and Gerber have long, rich histories of supporting the healthy growth and development of infants and toddlers." (http://www.gerber.com/AllStages/About/Heritage.aspx) For centuries, Gerber has been distributed to babies all over the world. Gerber provides nutritious foods, juice and snacks that start at infant babies and goes all the way to toddlers at age 2. This is a commitment to assist the baby from infant food until they are fully introduced to table food. It is an opportunity to for the child to "Start Healthy and Stay Healthy", which is Gerber's actual mission. "Start Healthy, Stay Healthy is a unique, integrated nutrition solution that provides products, information and guidance all backed by rigorous science and research to help parents make the right nutritional choices for their little ones from birth to 4 years. Start Healthy, Stay Healthy includes scientifically advanced, high-quality infant formula, and baby, toddler and preschooler foods." (http://www.gerber.com/AllStages/About/Mission.aspx)
Gerber is not only about nutrition and food, there's also a division of Gerber that offers life insurance programs for your child. The program is called The Grow-Up Plan. Information about this can be found at www.GerberLife.com. "You can start your child or grandchild with a $5,000, $10,000, $15,000, $25,000, $35,000 or $50,000 whole life insurance policy and lock in a low childhood premium that will never increase. Parents, grandparents and permanent legal guardians may apply when children are 14 days to 14 years old." (http://www.gerberlife.com/gl/view/guide_products/growup/index.jsp?utm_campaign=Impaqt+-+Paid+Search+GUP&utm_source=Impaqt%3APaid+Search&utm_medium=Paid_Search&gacv1=b8005305.1c626.13eee6aaa1a&gacv2=400639&gacv3=&gacv6=growup_product&gacv8=SSSS&gacv9=growup_08&gacv10=H3&keycode=400639&utm_term=gerber-47370863-VQ2-g-VQ6-14104337281-VQ8--VQ9--VQ15-1t1-VQ16-c&iq_id=47370863) There are several plans to choose from, the plans are designed to assist parents in setting their children up for the future. weather they decide to go to college or not, it's up to them, but it's up to the parents to make sure that their child has a chance at a lucrative and successful future.
It is evident that parents and children alike love Gerber products. This gives them a STRONG consumer foundation as well as a large following. On Gerber's Facebook page, not only do they share tips with parents, they also introduce new products, ask for feedback, and open the floor for suggestions and communicate with their customers. They also inform of special promotions, offer coupons, and post pictures for parents to browse. A satisfied customer, Venus Wygant, posted, "Gerber is a class act and always will be thank you Gerber!" (https://www.facebook.com/#!/Gerber?fref=ts). The Gerber community gives parents the opportunity to chat and share stories amongst each other as well as with Gerber. Alyssa Fitzgerald posted to Gerber's facebook page, "Gerber was and still is the top brand I buy when buying for my chiildren :)) thanks Gerber for everything!" (https://www.facebook.com/#!/Gerber?fref=ts) With Gerber’s efforts to promote health and nutrition, they also are aware of the community, assisting parents with their issues and needs, and putting money away to help parents give their child a future financially. Gerber goes beyond food to make parents and children happy.
(baby-formula.findthebest.com )
Wednesday, May 8, 2013
Gucci
Gucci started in 1921 by Guccio Gucci as a luggage company
in Florence, Italy. Guccio Gucci got his
inspiration for his brand from the couture houses in London. Gucci prides itself on being exclusive, high
quality, made in Italy, its use of Italian craftsmanship, and fashion
authority. Gucci has come a long way
from luggage in the 1920's to full men's, women's, and children's collections,
shoes, accessories, and most importantly handbags.
It was a great shopping experience for me. The sales people were very pleasant, and
represented the brand really well. The store
was impeccable. There was a balance with
the sales people, they weren’t hounding me for a sale. It seemed that they wanted me to simply enjoy
my shopping experience at the store. If
I had questions they were happy to help and answer them. One thing I noticed, was that they had a
very small clearance section in the back, It wasn’t overly advertised, but as I
approached that area, the sales person informed me that those items were slightly
marked down.
Week 6 Chapter 5 Discussion Questions
Chapter 5 Discussion
Questions
1.
How
do mass-market brands compare to luxury brands in terms of brand value, pricing
attitude, and location choices? Mass market brands are produced in large quantities. “Mass-market fashion brands are
generally fashion followers and not trendsetters…they are rarely positioned on
creativity but on values derived from price, and convenience.” (Fashion
Branding Unraveled pg. 158) Buyers of
mass market brands are usually buying out of rationality. Luxury brand purchases mostly derive from emotional
needs. The luxury brand is usually the
trendsetter in the fashion world, they’re prices are set in a higher price
range which is usually not affordable and does not go on sale. Their brick-and-mortar operations are usually
in certain high end areas, as opposed to mass marketing brands which tend to go
on sale or can be purchased at a discounted price, and most mass market brands
open operations in several areas where they can be successful. Most luxury brands have a timeless fashion,
while mass market products go in and out of trend very quickly.
2.
Briefly
compare premium brands to luxury brands. Like
luxury brands, premium brands are of a higher quality and most purchases are
made from emotions. “Although most
premium products still rely on following trends introduced by luxury brands, it
is important to remember that premium brands are not created by simply
improving existing products or attempting to reposition them through marketing
and advertising.” (Fashion Branding Unraveled pg. 162) Luxury brands are more elite than premium
brands and are usually handmade, unlike premium brands who don’t receive the
attention or extra time and resources it may take to create a luxury brand.
3.
Name
a few of the challenges private labels face to compete with manufacturing
brands. “Private labels are brands
owned by a retailer and not a manufacturer. Retailers usually contract these
products and have them produced under their own labels.” (Fashion Branding
Unraveled pg. 166) “Private labels are
generally not trendsetters. They tend to imitate creative and technological
innovations of manufacturers' brands and offer their versions at competitive
prices. These brands are thus a major source of differentiation and
competitiveness for these retailers.” (Fashion Branding Unraveled Pg. 167)
Week 6 EOC: Bruce Weber
Bruce Weber's photography portray freedom with sexuality and life as a party. The pictures are very crisp and clean and the models are very beautiful. The men are slim with muscles. The women are mostly slim, but there are photographs of well endowed women as well. The children he photographs look like little angels. "Bruce Weber, born in rural Greensburg, Pennsylvania, in 1946, became the preeminent photographer of the fashion industry in the 1980's and continues to be one of the world's most popular and influential photographers"(http://www.bruceweber.com/#/about/bruce__nan_bios).
A lot of his ads are very erotic and some include full frontal nudity of both male and female models. Bruce Weber is a big hit with celebrities and high fashion magazines. His photography skills are very popular and he is often sought after by brands to help create an image for themselves. He is also known for his photography and commercials he's done with American Eagle. He also has a few short films that he's written and produced himself.
Tuesday, April 30, 2013
Week 4 Chapter 4 Discussion Questions
Chapter 4
1.
Explain the social element of luxury
brands, and explore how this concept relates to some of the challenges facing
luxury brands, such as counterfeiting and parallel markets.
Luxury brands “demonstrate and establish the lifestyle
status and proposed image of the brand, compensate for lack of history and
heritage in the case of new brands, create social awareness, which makes owning
of luxury more meaningful, and combat economic downturns” (Fashion Branding
Unraveled pg. 138).
2.
What is the meaning of a lifestyle brand? Why are most
luxury brands described as such?
“A lifestyle successfully identifies itself with a
lifestyle and a marketing segment to the point that its name or image is
mentally triggered when the segment is mentioned” (Fashion Branding Unraveled
pg. 118). Most luxury brands sale a
social status or elegance that people want to achieve in life. Owning these things makes people feel that they
have achieved a certain social status amongst regular people. A luxury brand assists in defining the
lifestyle people wish to live or portray to others.
3.
Explain how luxury brands seem to defy traditional marketing
principles. Luxury brands usually use
different outlets to advertise than regular brands. Marketing or advertising
a non-luxury brand is seen on tv, heard on the radio and seen on
billboards. Most luxury brands will use
celebrities as their live advertisement.
They give the celebrities a fee to say they use the product or asks that
the celebrities make public appearances with the product in view. “The Internet, iPhones, and other
electronic devices and platforms are new channels that have been tapped by
luxury brands as well” (Fashion Branding Unraveled pg. 139). Social media is used by the brands as well as
the celebrities where they post pictures of themselves with the items or post a
picture of the item and offering a reason why one should use this brand. This creates buzz and popularity of the item
amongst the general public.
Week 3 Chapter 3 Discussion Questions
Chapter
3
1.
Explain the VIP concept, and compare it to the traditional
Four Ps.
VIP stands for value, identity, and product mix. The VIP “model acknowledges the Four
Ps as an integral part of the product mix but not the sole driver of the
communication strategy and marketing effort for a brand” (Fashion Branding
Unraveled pg. 79). “If you examine the
VIP concept closely, you will realize that it does embody the definition of the
brand as being the sum of an identity and a value added to the product and its
mix of attributes” (Fashion Branding Unraveled pg. 79).
2.
Explain the concept
of co-branding; give examples.
Co-branding is “the practice of using multiple brand
names together on a single product or service” (Fashion Branding Unraveled pg.
85). H&M is one company that does a
lot of co-branding. They have co-branded
with the likes of Karl Lagerfield, David Beckham, and most recently,
Beyonce. It is a good way for both to get exposure and
increased profits. A percentage of
profits go to each brand.
3.
How do licensing and brand extensions compare as growth
strategies?
Macy’s is example
of brand extension they house many brands in their stores. Brands such as Tommy Hilfiger, Ralph Lauren,
and Michael Kors can be found at a Macy’s department store. Licensing is “simply defined as an agreement
through which the legal owner of a brand or a trademark (the licensor) gives
another party (the licensee) the legal rights to use the brand's name and
identity (or know how or their trademark), in return for a compensation often
known as a royalty fee” (Fashion Branding Unraveled pg. 88). It allows growth for the brand as far as
exposure in other places besides its own retail operation. It offers more traffic into Macy’s where
consumers may come for a certain brand or item and end up purchasing from Macy’s
own collection. It is a win-win
situation for both brands. Wednesday, April 24, 2013
Hawaiian Tropics Bikini Pageant
Known for its sun products, Hawaiian tropics has decided to re-evaluate some of its dealings. Since 1983, Hawaiian Tropics has held an annual Bikini Pageant. The pageant was to pick the hottest bikini clad girl with the best tan. This was 100% based on looks. But as the world changes, so does the mind-set of the people living in that world. In the past, women hasd no rights and were encouraged to "look pretty". After e womens rights movement, women and men alike are realizing that women can do more than look pretty and be seen. The realization has come to the light that woman have brains too and should not be objectified because of looks or beauty. Women have proven that they can and will do some of the same jobs that men do and that they do have more to offer society. Hawaiian Trpoics has noticed this movement, a little late might I add, but they noticed and are making changes. So, instead of women parading around in skimpy bikinis with tanned bodies, women are going to be evaluated in a different way. Hawaiian Tropics is looking for the “woman who best embodies everything Hawaiian Tropic now stands for — beauty, confidence, style, enjoying the sun and keeping skin healthy.” Hawaiian Tropics wants a "face" of the company, and not a "body". "Facebook users will choose a winner who will get a vacation to Hawaii and be featured as a spokeswoman in an advertising campaign." Hawaiian Tropics will allow their followers on Facebook to choose who this woman will be and she must be a woman of substance. “Bikini contests as a tactic just don’t resonate with our consumer and don’t fit with who the brand is now,” said Danielle Duncan, the brand manager for Hawaiian Tropic. We will see how this goes and if it assists the company in achieving a higher profit margin and a more positive image.
http://www.nytimes.com/2013/04/23/business/media/that-hawaiian-tropic-scent-no-bikini-required.html?_r=0
http://www.nytimes.com/2013/04/23/business/media/that-hawaiian-tropic-scent-no-bikini-required.html?_r=0
Wednesday, April 17, 2013
Pampers (Midterm)
www.amazon.com
"Pampers flexes for snug and comfortable fit and has 3 layers of absorbency verses 2 layers in other leading brands. Diapers feature favorite Sesame Street characters on every diaper. There is an extra absorb core for outstanding leakage protection. Pampers are wrapped in Certified Frustration-Free packaging. Overall: 4 out of 5 stars"
(http://www.amazon.com/Pampers-Baby-Diapers-Economy-Count/dp/B004Q8FFJS/ref=sr_1_1?ie=UTF8&qid=1366240932&sr=8-1&keywords=pampers+diapers)
Best diaper on the market for the past decade!, March 17, 2009
"I am a stay at home Mom with 4 children. I have been buying diapers for the past almost 11 years and Pampers Baby Dry is hands down the best diaper on the market, and believe me I have tried them all! These diapers way out perform any other brand including major brands and department store brands."
(http://www.amazon.com/review/R1358UWX914W3O/ref=cm_cr_pr_viewpnt#R1358UWX914W3O)
Huggies VS Pampers
When it comes to purchasing infant diapers and baby diapers (sizes newborn and 1), Pampers diapers come in a larger quantity, at a cheaper price. BUT the heavier the baby gets, the larger diapers (sizes 2 and up) come in a smaller quantity for a larger price. Huggies offers a larger quantity at a more reasonable price for the bigger sized diapers (sizes 2 and up). Huggies also has a variety of 6 styles of diapers, two pf which, Pampers does not have a type of diaper for. Both have diapers for premature babies and infants, toddler sizes, potty training and bed wetting diapers. Huggies has an over night style and a leak lock style that Pampers doesn't have. Huggies stops at size 6 (35 lbs), while Pampers actually goes up one more size (7). Pampers was created in the early 1960's and Huggies was launched by Kimberly Clark in 1968 and initially took away the market share from Pampers. However, as of 2012 P&G's share of the global market with Pampers is in the mid-30s (around 35%) and KC's share with Huggies is around 22%.
(http://www.diffen.com/difference/Huggies_vs_Pampers#Controversy)
Pampers are also sold in over 50 countries worldwide, including in Europe, North and South America, Asia and the Middle East. In the US, they are sold by a variety of retailers, including CVS, Walmart and Babies R Us. Pampers are not sold at Costco.
(http://www.diffen.com/difference/Huggies_vs_Pampers#Controversy)
Pampers Diapers (www.pampers.com)
Pampers was founded in the 1950's when Proctor & Gamble worker Victor Mills wanted to create a disposable diaper; he used his own grandchildren as test subjects. This first diaper started out with pins, but the 1970’s the pins wre removed and tape was added to clost the diapers. Premature, infant, and toddler sizes were introduced as well. An absorbent gel was inserted into the diapers creating more absorbency, as well as softer lining inside of the diaper, elastic legs and waists, and a Velcro-like closure replaced the tape closure were innovations added in the 1980's. Value packs with a larger diaper count could be seen on the shelves in stores everywhere that sold Pampers branded diapers. Ultra Dry thin diapers were introduced to the public in the 1990’s. The diapers also evolved to a stretchier diaper for comfort and fit. There’s the breathable diaper which allows air to flow into the diaper, sensitive skin diapers and wipes for babies with allergies, there’s also a moisturizing diaper with oils and lotions fused into the fibers inside of the diapers for a smoother baby’s bottom.
On the Pampers website there are tabs for parents to click on which include baby names, breastfeeding, development, diapering and skincare, feeding and nutrition, assistance during every trimester of pregnancy, safety tips, play tips, sleep tips and a week-by-week guide of baby care. There is help and information for parents from pregnancy up until 24 months (2 years old). Pampers offers a skin care guide, a you tube channel that parents can watch, and a list of the best health care providers for your baby. Pampers goes above and beyond diapering to offer tips and assistant to parents new and old.
"Pampers is #36 on the Forbes 500 Most Powerful Brands List" (https://www-staging.forbes.com/companies/pampers/)
"Pampers flexes for snug and comfortable fit and has 3 layers of absorbency verses 2 layers in other leading brands. Diapers feature favorite Sesame Street characters on every diaper. There is an extra absorb core for outstanding leakage protection. Pampers are wrapped in Certified Frustration-Free packaging. Overall: 4 out of 5 stars"
(http://www.amazon.com/Pampers-Baby-Diapers-Economy-Count/dp/B004Q8FFJS/ref=sr_1_1?ie=UTF8&qid=1366240932&sr=8-1&keywords=pampers+diapers)
Best diaper on the market for the past decade!,
By
Amazon Verified Purchase
(http://www.amazon.com/review/R1358UWX914W3O/ref=cm_cr_pr_viewpnt#R1358UWX914W3O)
Huggies VS Pampers
When it comes to purchasing infant diapers and baby diapers (sizes newborn and 1), Pampers diapers come in a larger quantity, at a cheaper price. BUT the heavier the baby gets, the larger diapers (sizes 2 and up) come in a smaller quantity for a larger price. Huggies offers a larger quantity at a more reasonable price for the bigger sized diapers (sizes 2 and up). Huggies also has a variety of 6 styles of diapers, two pf which, Pampers does not have a type of diaper for. Both have diapers for premature babies and infants, toddler sizes, potty training and bed wetting diapers. Huggies has an over night style and a leak lock style that Pampers doesn't have. Huggies stops at size 6 (35 lbs), while Pampers actually goes up one more size (7). Pampers was created in the early 1960's and Huggies was launched by Kimberly Clark in 1968 and initially took away the market share from Pampers. However, as of 2012 P&G's share of the global market with Pampers is in the mid-30s (around 35%) and KC's share with Huggies is around 22%.
(http://www.diffen.com/difference/Huggies_vs_Pampers#Controversy)
Pampers are also sold in over 50 countries worldwide, including in Europe, North and South America, Asia and the Middle East. In the US, they are sold by a variety of retailers, including CVS, Walmart and Babies R Us. Pampers are not sold at Costco.
(http://www.diffen.com/difference/Huggies_vs_Pampers#Controversy)
Pampers Diapers (www.pampers.com)
Pampers was founded in the 1950's when Proctor & Gamble worker Victor Mills wanted to create a disposable diaper; he used his own grandchildren as test subjects. This first diaper started out with pins, but the 1970’s the pins wre removed and tape was added to clost the diapers. Premature, infant, and toddler sizes were introduced as well. An absorbent gel was inserted into the diapers creating more absorbency, as well as softer lining inside of the diaper, elastic legs and waists, and a Velcro-like closure replaced the tape closure were innovations added in the 1980's. Value packs with a larger diaper count could be seen on the shelves in stores everywhere that sold Pampers branded diapers. Ultra Dry thin diapers were introduced to the public in the 1990’s. The diapers also evolved to a stretchier diaper for comfort and fit. There’s the breathable diaper which allows air to flow into the diaper, sensitive skin diapers and wipes for babies with allergies, there’s also a moisturizing diaper with oils and lotions fused into the fibers inside of the diapers for a smoother baby’s bottom.
On the Pampers website there are tabs for parents to click on which include baby names, breastfeeding, development, diapering and skincare, feeding and nutrition, assistance during every trimester of pregnancy, safety tips, play tips, sleep tips and a week-by-week guide of baby care. There is help and information for parents from pregnancy up until 24 months (2 years old). Pampers offers a skin care guide, a you tube channel that parents can watch, and a list of the best health care providers for your baby. Pampers goes above and beyond diapering to offer tips and assistant to parents new and old.
"Pampers is #36 on the Forbes 500 Most Powerful Brands List" (https://www-staging.forbes.com/companies/pampers/)
Apple Juice Scandal
How did Beech-Nut Corporation trash their brand with this
scandal?
Beech-Nut was found guilty of as well as plead guilty to 215
counts of violations of Federal Food and drug laws. The fine for this violation cost the company
$2 million in fines. The company has
"sold millions of bottles of ''apple juice'' that they knew to contain little or no apple juice at all - only sugars, water, flavoring and coloring. The consumers of this bogus product were babies." The normal process for creating apple juice starts with the use of apples. Beech-Nut consumers were enraged and a lot of parent were disgusted with this issue. One prosecutor of the case, Thomas H. Roche, had summed up Beech-Nut's behavior as ''a classic picture of corporate greed and irresponsibility.'' The corporate executive on
Beech-Nut at the time was Niels Hoyvald who was sentenced to a year and a day
in jail and a $100,000 fine. Beech-Nut
advertised that the juice was nutritious, 100% natural, with no sugars added, which
was a lie. Parents and babies love apple
juice because of the flavor and the fact that it is easy for babies to
digest. The reason behind Beech-Nut
taking this shortcut in making their apple juice was their company's effort to save money. "The savings would never amount to much more than $250,000 a year, out of a $50 million-plus manufacturing budget". Out of $50 million in profits they only saved
$250,000. At the time, Beech-Nut was a widely used brand and people are very
familiar with it. This lost the lots of
followers and customers as well as angry parents who were giving their babies
this “non-apple juice”. This was a disgrace and the company has been bought out by several different companies in attempts to save the "good name" of the brand. Resuscitation of the company has not yet happened and it struggles to keep its head above water.
Wednesday, April 10, 2013
Week 2 Chapter 2 Discussion Questions
Chapter 2
1. Describe the
relationship between branding and marketing.
“Branding is a multifunctional process that highlights
a proposed value for a product and transforms it into a real consumer
experience.” (Fashion Branding Unraveled Pg. 39) The brand is created and products are created under the
brand. There is a perceived value that
goes along with the brand. Marketing
gets the brand out to the consumers and creates a familiarity between the brand
and the consumer. “Marketing
supports the development of brands in all of its stages; it plays an integral
role in the creation of the emotional value through the shaping of the brand
personality and then communicating it to the outside world through its various
communication channels.” (Fashion Branding Unraveled Pg. 44)
2. How does the
decision-making process differ between that of luxury brands and mass-market
brands?
“The
concept or idea needs to be fresh and unique enough to convince potential
customers of its role and significance in their lives. It is true that
well-orchestrated marketing campaigns play a significant role in the process;
however, a brand with no substance is doomed.” (Fashion Branding Unraveled Pg.
46) It is up to the brand and marketers
to establish whether a brand will be luxury or not. Both must paint that picture of its consumers
so that they will understand and know what type of brand that they are dealing
with, and whether they want to be loyal to it or not.
3. Explain the meaning
of “brand identity” and highlight its role in the positioning strategy.
“Positioning
is a process and a strategy, which may or may not succeed, whereas the position is the actual mental slot
where the consumer places the brand relevant to others, based on all the
factors we mentioned earlier. Position is translated into a mental image the
consumer creates for the brand.” (Fashion Branding Unraveled Pg. 50)The Voice:
When you LOVE to do something, you don’t need
the recognition. The looks of awe and excitement on the faces of people who watch the final result is acknowledgement enough for me. I love to put things
together. I love to create a plan. I love the stressful process of making that plan come to life. I love the feeling I get when all of that hard work from that plan pays off. I love to create. I LOVE FASHION. In the past I have made things for friends and family that they loved. I made things for myself that I loved. Fashion is happiness to me and I love using fashion to make others happy. At this point in my collegiate career, I am looking to one day become a visual merchandiser. I want to be the person who picks what people love and show them ways to wear it. I
want to eventually create an emotional attachment to those things; to a brand. I want to do something that will impact others, as well as something that I am passionate about. Happy people make me happy, and beautiful things make people happy. I want to make beautiful things for people.
Week 1 Chapter 1 Discussion Questions
Chapter 1
1. Explain in your own
words why we need brands.
“Brands are also built on the
premises of differentiation and bringing something new and different that other
competitors in the market cannot, such as a new idea or concept packed with a
mix of offerings and features that are different and unique.” (Fashion Branding
Unraveled Pg. 6) Brands are needed to differentiate
one product or service from another product or service.
2. The promise of value
is an important element of any brand. Explain the concept and its relevance to
the brand.
Value is what gives a brand its
reputation. If a brand is known for poor
value, people will not want to purchase it.
If a brand or product is known as to have high value it will create the
reputation of a great product. The goal
of a brand is to create great products with a great reputation and of unmatched
value by its competitors. It must always
be better than the competition. “A
brand is a promise. It is a promise that it will deliver a value in the
best, most efficient way and will always do so. A promise is a contract, a
guarantee, and a reducer of risk.” (Fashion Branding Unraveled Pg. 9)
3. Innovation and consistency
may seem to be two contradicting notions. What does each term mean in relevance
to the brand, and how do these terms work together in defining it?
“A successful brand needs to be a dynamic entity
that evolves” (Fashion Branding Unraveled Pg. 18) Innovation is the evolving of a brand. A brand must consistently reinvent itself in
order to remain fresh and new. “Consistency
is another key factor for the success of any brand. If a brand is a promise or
a contract that guarantees delivery of a specific value to the consumer, then
the consumer needs to see that the brand is serious about its offerings and
will consistently deliver the promise. Without consistency there is no customer
loyalty, which at the end of the day is the ultimate goal for any brand and a
measure of good performance.” (Fashion Branding Unraveled Pg. 18) Slip! Slap! Slop!
Slip, Slop, Slap!
It sounds like a breeze when you say it like that
Slip, Slop, Slap!
In the sun we always say 'Slip, Slop, Slap!'
Slip, Slop, Slap!
Slip on a shirt, slop on sunscreen and slap on a hat
Slip, Slop, Slap!
You can stop skin cancer - say: 'Slip, Slop, Slap!' (http://www.sunsmart.com.au/news_and_media/media_campaigns/slip-slop-slap/)
Cancer is NO FUN! We all know someone or has lost someone to this horrible disease. The Slip, Slop, Slap campaign was created in 1982 by the Anti-Cancer Council of Victoria (Cancer Council Victoria) to create awareness of what the uv rays from the sun can do to one's skin. As beautiful as the sun is, the uv rays can be harmful to the skin and cause skin cancer. The Anti-Cancer Council of Victoria, wanted to warn people of this and offered them a solution of preventing this from happening by using sunscreen to protect themselves. It encourages people to slip on a shirt, slop on sunscreen, and slap on a hat. This is a very effective campaign because it has a very memorable jingle and the animations of the original commercial are cute and memorable. It is a fun way to remind people to be careful and protect themselves while having a good time in the sun. “Cancer Council believes its Slip! Slop! Slap! campaign has played a key role in the dramatic shift in sun protection attitudes and behavior over the past two decades.” (http://www.sunsmart.com.au/news_and_media/media_campaigns/slip-slop-slap/)
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