L Brands, the parent company of Victoria's Secret and Bath & Body works, sells lingerie, personal care & beauty products, apparel, and accessories. It owns the brands Victoria's Secret, PINK, Bath & Body Works, C.O. Bigelow, La Senza, White Barn Candle Co., and Henri Bendel brands and stands as one of the largest specialty retailers in the U.S. with over 2,600 US specialty stores. It does also operate in Canada and in 40 other countries, through licensing and franchise agreements. In addition, it uses the online channel.…
parlors,etc.) based on the nature of services offered. Within this classification, the broad product market…
Urban Outfitters is a unique, creative and cutting-edge retail brand, with more than 130 stores operating across the United States, Canada and Europe. The label offers an eclectic mix of fashion forward, culturally inspired lifestyle merchandise in a variety of unconventional, creative and captivating retail environments, both in store and online, in order to provide a “lifestyle-specific shopping experience for educated, urban-minded individual in the 18 – 30 year old range” (URBN.com). This “upscale homeless” generation of affluent, experimental and inquisitive University students desires a brand that offers a range of authentic, on-trend products with the opportunity to engage in a customer experience that personifies their interest in popular culture, music and fashion (Gardner & Levy, 1955; Independent, 1998). Urban Outfitter’s objective is to provide a retail service that meets these distinct lifestyle aspirations (Bulmer & Oliver, 2004). To do this it uses three main strategy practices; a well-selected product range specific to the targeted consumer; an arousing retail environment; and an engaging integrated marketing communications approach. As their mission statement affirms, the intrinsic approach to this entire strategy is the constant endeavour to “understand our customers and connect with them on an emotional level” in order to determine customer behaviour (URBN.com; Bulmer and Oliver, 2004; Kimmel, 2010).…
The purpose of this report is to analyze the four components of the marketing mix of the Patagonia brand. To discuss and examine possible changes to Patagonia’s product, pricing, placement, and promotion.…
Culpan, R. (1991) cited in Gong, W. (2009). National Culture and Global Diffusion of Business-To Consumer E-Commerce. Cross Cultural Management: An International Journal. [Internet], 16 (1), pp. 83-101, Available from: [Accessed 29 December 2010].…
The cosmetic industry is very competitive industry where product benefits and brand image are keys to success. The purpose of this report is to present an analysis of the brand M.A.C and its product lipstick with focus on T-C-B and I-D-U analysis, a clear positioning statement and target audience (s) including brand loyalty categories. The purpose at the end of this assignment is to have an understanding of what objective M.A.C needs to focus on for a creative strategy in the second part of this assignment.…
The race of identity is slowly decaying itself from existence. Today, many struggle to identify their past because their parents aren’t accustomed to teaching them of their culture, heritage, and lifestyle. Uncovering the past may seem difficult but it can happen. Many tend to dig out specs of the past by using a variety of sources such as encyclopedias/ books, narrative stories, and online genealogical studies.…
3. Explain the importance of interactivity for contemporary brand management. Refer to Arvidsson. What does he mean by this? How is brand design linked to new media? If you wish, relate to the notion of interface in Lury.…
As the development of communication technology and global market, the concept of Brand Community was fist defined as ‘a specialized, non-geographically bound community, based on a structured set of social relationships among admirers of a brand’ by two social scientists, Albert M. Muniz, JR and Thomas C. O’Guinn (2001). This essay will firstly give a brief overview of brand community, and then point out three main characteristics and further discuss these features of brand community based on the article by Muniz and O’Guinn (2001) using the supporters of Manchester United Football Club as an example.…
A Study on Brand Awareness and Brand Preference of Century Ply by Construction Engineers with special reference to coimbatore city…
The brand does not only content with proposing the sale of T-shirts and polos. She invites the consumer to live an original experience in an outstanding…
A very good example from our company, Hindustan Lever Limited, is Lux. This is a brand that has been marketed as ‘the soap of the stars’ for more than 50 years. Endorsed by film stars, it is a product that has always stood for glamour and luxury. A deep engagement of consumers over the last couple of years has shown that the consumers in Lux’s target segment looking for Luxurious Products that make her feel beautiful and special. A deep understanding of this desired ‘feeling of specialness’ has led to a strengthening of the Lux position in the recent past from the ‘soap the stars’ to a soap that ‘brings out the star in you’. It is a shift that recognises that each woman is special, that there is something magnetic and star-like in every woman, and that the consumer is not willing to buy into a brand whose only reason for existence is that it is endorsed by stars. It is, therefore, a very significant shift that has essentially come about due to a very deep consumer understanding that goes beyond the functional and captures the emotional and psychological facets as well. The result of this shift is a brand that connects more deeply with the consumer, and puts it in a place that is more unique and distinctive in the consumers mind when compared to many other products with similar functional attributes. In a market that has, by and large, remained stagnant, the Lux brand has grown close to double digit in the last three years.…
Maggi which is a flagship brand of Nestle has been dominating the Indian noodles market for well over three decades. In this report, we present the results of an audit conducted to analyse and learn about the Maggi brand, its history and how the brand has evolved as one of the strongest brands in the Indian market. As a part of the Brand Exploratory, to analyse and learn about the customer perception, we have carried out focus group discussion, depth interviews and an online survey. These interactions helped us to understand more about how consumers of various age groups view Maggi and the related products. The scope of this study is not limited to Maggi Noodles but for the Maggi line extension products as well. We have also presented the brand elements and images associated with Maggi. An analysis of Maggi advertisements including some of the international advertisements have thrown light on the associations built by the company and how the company has evolved and repositioned itself as a health product. To better understand the brand equity, we have drawn a CBBE model and Kapferer’s prism for Maggi.…
A consumer-brand could describe as thought-out to be the appearance, image, logo, Country-of-Origin (Daye & VanAuken, 2008) of an organization. The majority perceptible characteristic of a consumer-brand and customer’s self-concept is the symbol, icon, emblem etc (Magin, Algenheimer, Huber and Herrmann 2012). Another viewpoint commonly acknowledged, that is to say product - brand as personality. Preceding studies have acknowledged that “consumer-brands is perceiving the brand’s personality (Lastovicka and Joachimsthaler 1988), and also by perceiving their own personality or self-conception (Maeder et al. 2000).” (Magin, Algenheimer, Huber and Herrmann 2012).…
: Ingestion is not a normal route of exposure for gases. Contact with cryogenic liquid can…