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.        

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.

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 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.    

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. 

http://www.nytimes.com/1988/07/24/magazine/into-the-mouths-of-babes.html?pagewanted=all&src=pm   

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)

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)