Brand Analyze: Iriedaily
Brand Analyze: Iriedaily
Student Number: 13002886
Module Leader: Cinthya Uribe
Module: Brand Management
Index
Introduction
1
Company Overview
1
History
1
Objectives
2
Financial Images
3
Market Inventory
5
SWOT of the brand
5
SWOT of the competitors
6
Market analyze
7
3 Circle Analyze
7
Ansoff Matrix
8
Boston Consulting Group Matrix
9
Brand Image Inventory
10
Corporate Design
10
Logo
10
Corporate Communication
12
Advertising
12
Sales Promotion
17
Sponsoring
18
Public Relations
20
Customer Profile
22
Target Audience
22
Brand Awareness
23
Recommendations
25
Bibliography
26
Appendix
30
Introduction
The following assignment analyzes the German brand “Iriedaily” and includes among others a short summary of the company´s history as well as a detailed assessment of strength & weaknesses, the brand image and customer profile. The information are based on reliable resources as well as own experiences the author did with this brand. Company Overview
History
1990 four longtime friends Walter, Achim, Role and Daniel founded the company
W.A.R.D.-Production, in accord with the first letter of their names. 1994 they founded
W.A.R.D. Ltd and started the foundation of Iriedaily, a German streetwear brand located in Berlin, with a French designer named JayBo.
The friends started 1990 by designing own t-shirts for music bands, which played in
Berlin and then developed 1994 into an independent brand. They followed the principal of “learning by doing” and reached a high influence of customers. Since
2003 just Walter and Daniel are still heads of the brand, the other two friends left to start an own business.
Their designs are strongly related to street culture, the inner city life in general and art. Another important part in life of the friends is music, because two of them are still playing in a band.
Student Number: 13002886
Module Leader: Cinthya Uribe
Module: Brand Management
Index
Introduction
1
Company Overview
1
History
1
Objectives
2
Financial Images
3
Market Inventory
5
SWOT of the brand
5
SWOT of the competitors
6
Market analyze
7
3 Circle Analyze
7
Ansoff Matrix
8
Boston Consulting Group Matrix
9
Brand Image Inventory
10
Corporate Design
10
Logo
10
Corporate Communication
12
Advertising
12
Sales Promotion
17
Sponsoring
18
Public Relations
20
Customer Profile
22
Target Audience
22
Brand Awareness
23
Recommendations
25
Bibliography
26
Appendix
30
Introduction
The following assignment analyzes the German brand “Iriedaily” and includes among others a short summary of the company´s history as well as a detailed assessment of strength & weaknesses, the brand image and customer profile. The information are based on reliable resources as well as own experiences the author did with this brand. Company Overview
History
1990 four longtime friends Walter, Achim, Role and Daniel founded the company
W.A.R.D.-Production, in accord with the first letter of their names. 1994 they founded
W.A.R.D. Ltd and started the foundation of Iriedaily, a German streetwear brand located in Berlin, with a French designer named JayBo.
The friends started 1990 by designing own t-shirts for music bands, which played in
Berlin and then developed 1994 into an independent brand. They followed the principal of “learning by doing” and reached a high influence of customers. Since
2003 just Walter and Daniel are still heads of the brand, the other two friends left to start an own business.
Their designs are strongly related to street culture, the inner city life in general and art. Another important part in life of the friends is music, because two of them are still playing in a band.
Bibliography: BCG Boston Consulting Group (2014) Retrieved 6th January from the Internet http://www.bcg.de/bcg_deutschland/geschichte/klassiker/portfoliomatrix.aspx Bcg.perspectives (2014) The Experience Curve—Reviewed (Part IV) Freyer W. (2009) Tourismus-Marketing, 6th edition, Munic, Oldenbourg Wissenschaftsverlag GmbH Open PR (2009) 15 Jahre Streetwear - IRIEDAILY, eine Erfolgsgeschichte aus Kreuzberg The Times 100 (2014) Achieving growth through product development - A Portakabin case study YouTube (2008) Iriedaily feat Jürgen Vogel Retrieved 12th January from the Internet Backyard (2012) Retrieved 9th January from the Internet https://www.backyard-shop.de/blog_detail/IRIEDAILY__Hingabe_und_spielerische_Leichtigkeit.aspx?BlogID=112 Behance (2012) 26 Boardshop (2014) Bundesanzeiger (2014) Retrieved 8th January from the Internet https://www.bundesanzeiger.de/ebanzwww/wexsservlet Depot2 Blog (2014) Facebook (2010) Retrieved 5th January from the Internet https://www.facebook.com/events/103481529687637 Facebook (2011) Facebook (2013) Retrieved 6th January from the Internet https://www.facebook.com/events/1398949223659323/ Facebook (2014) Facebook (2014) Retrieved 4th January from the Internet Fsk boxing (2012) Retrieved 4th January from the Internet http://www.fsk-boxing.com/category/sponsors/ Iriedaily (2012) Iriedaily (2014) Retrieved 15th January from the Internet Line1 (2014) Retrieved 4th January from the Internet http://www.linie1-ndh.de/die_marken/die_marken.html Maktubat (2012) Nodeberlin (2002) Retrieved 4th January from the Internet http://www.nodeberlin.com/works/2002_irie_daily/project.php?id=1&cat=0 Phobro (2013) Presentation Iriedaily (2014) Please see the appendix ProBlogger (2010) How to Use the Ansoff Matrix to Develop New Products for Your Blog Roll Motions (2014) Retrieved 5th January from the Internet http://www.rollin-motions.com/outsource.html Secretsurf (2013) Stormdance (2014) Retrieved 5th January from the Internet http://www.stormdance.de/?cat=9 Titus (2013)