brand personality: A case study of Moods of Norway
List of content
Indhold
Introduction
Moods Of Norway (from now on referred to as MON)) is a Norwegian fashion and apparel brand that focus on stylish clothes and other merchandize inspired by the cultural and geographical characteristics of the brand’s country of origin. The main competencies of company come from the founders’ creative interpretation and inclusion of the huge Norwegian heritage in its branding. MON makes efforts in fitting their clothes to the international urban society. The company was launched in 2002 by
SimenStaalnacke, PederBørresen, Stefan Dahlkvist and Jan Egil Flo, who are the current designers and retail manager respectively (moodsofnorway.com, 2013).
Since the company’s inception, it has come a long way on its international journey. The company has established retail stores located in Norway, USA, Sweden, Belgium,
Netherlands Switzerland, Spain and among others. Currently, the production facility of the merchandise is located in Turkey, Bulgaria and Asia, in addition to distribution.
Through establishment of wholly owned stores and operations, MON tries to increase margins and brand control.
MON
Side
2
MON’s main goal is to make happy clothes for happy people around the world
(
moodsofnorway.com
,
2013). The main idea, as mentioned, was to create a Norwegian clothing brand that represents Norwegian culture mixed with stylish international design. MON produces both men ́s and women ́s wear, through provision of product diversity, from modern designer suits to combinations of traditional patterns from the
Norwegian countryside mixed with casual, everyday clothing.
Methodology
To answer the questions given for this project we will start out by looking at brand dimensions using the brand resonance pyramid (Keller, 1993,2001,2009).The Brand resonance Pyramid ,sometimes called, the Customer-based Brand equity pyramid objectively shows a growth to brand resonance from a
Indhold
Introduction
Moods Of Norway (from now on referred to as MON)) is a Norwegian fashion and apparel brand that focus on stylish clothes and other merchandize inspired by the cultural and geographical characteristics of the brand’s country of origin. The main competencies of company come from the founders’ creative interpretation and inclusion of the huge Norwegian heritage in its branding. MON makes efforts in fitting their clothes to the international urban society. The company was launched in 2002 by
SimenStaalnacke, PederBørresen, Stefan Dahlkvist and Jan Egil Flo, who are the current designers and retail manager respectively (moodsofnorway.com, 2013).
Since the company’s inception, it has come a long way on its international journey. The company has established retail stores located in Norway, USA, Sweden, Belgium,
Netherlands Switzerland, Spain and among others. Currently, the production facility of the merchandise is located in Turkey, Bulgaria and Asia, in addition to distribution.
Through establishment of wholly owned stores and operations, MON tries to increase margins and brand control.
MON
Side
2
MON’s main goal is to make happy clothes for happy people around the world
(
moodsofnorway.com
,
2013). The main idea, as mentioned, was to create a Norwegian clothing brand that represents Norwegian culture mixed with stylish international design. MON produces both men ́s and women ́s wear, through provision of product diversity, from modern designer suits to combinations of traditional patterns from the
Norwegian countryside mixed with casual, everyday clothing.
Methodology
To answer the questions given for this project we will start out by looking at brand dimensions using the brand resonance pyramid (Keller, 1993,2001,2009).The Brand resonance Pyramid ,sometimes called, the Customer-based Brand equity pyramid objectively shows a growth to brand resonance from a