Week 10: Create Your Own Brand

Week 10: Exercise - How would you create your own personal brand?

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. 

Week 9 Chapter 7 Discussion Questions

Chapter 7

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.        

Final Project: Burt's Bees

Burt's Bees
(www.countryclutter.com )

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) 
(www.facebook.com )

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 https://www.facebook.com/#!/EsteeLauder?fref=ts)  Estee Lauder has a strong following and a large amount of loyal customers.  On the website, you can chat live with a representative, e-mail your concerns and issues, or you can call to talk to someone.  This makes the customer service veery unique as most companies only allow you to call during certain business hours, or e-mail your issues.  A live chat will get customers the answers and feedback that they need right away.  This tactic will keep customers very happy. "I have been using this for one year. Noticed a difference after one night. It plumps my skin, evens out discolorations, and minimizes fine lines. Leaves a glow. I went without for a week or two, and my skin was dull, and fine wrinkles were more visible. It is worth the price. A 1 oz bottle lasted me over 5 months, and I use it sometimes 2 x a day. I can go without make up, which I haven't done since I was 16!"  (http://www.esteelauder.com/product/10881/4595/Product-Catalog/Skincare/Best-Sellers/Advanced-Night-Repair/Synchronized-Recovery-Complex/index.tmpl#BVRRWidgetID)  This customer has been using Estee Lauder products for over 12 years.  She remains a loyal customer because the products she uses never dissappoint.  Not only are the products great, but the website is also user friendly and easy to navigate. 
 Over the years, Estee Lauder has acquired several brands and continues to do so.  MAC, Bobbi Brown, and La Mer, to name a few, are now under the Estee Lauder umbrella of brands.  These names are recognizable, and contribute to the exclusivity of the brand.  Skin care makes the highest percentage of sales, with make-up being the runner up.  “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 )

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.