Zara Brand Managament
Kazakhstan Institute of Management, Economics and Strategic Research
[pic]
BRAND MANAGEMENT MK 3214
Individual Assignment
Theme: “Zara” brand
Instructor: Elmira Bogoviyeva
Written by: Tulegenova Aigerim - 20071441
[pic]
Abstract
The focus of this paper is to analyze the one of the most popular brand name called Zara. And while reading this report there can arise a question about what is so special about Zara? The challenge is that it is a brand. It is worth pointing out that this is a well known brand in the retail and fashion industry of Kazakhstan. Its name is well known all over the world, but it is very young brand in our country. Therefore, I took this brand in order to show how young and popular brand that recently came to the retail market is going to be developed, communicated and bring value to its Kazakhstani consumers. The first part of this work talks about the brand Zara itself. Mainly, about its history, internationalization, the brand uniqueness and quick speed to consumers demand, and how the Kazakhstani consumers feel and react to its name. The second part of this report demonstrates the six general criteria of brand elements of Zara, the elements of being successful, POD/POP and, of course the consumer based brand equity pyramid of Kazakhstani consumers. Finally, the paper identifies the main competitors of Zara in the Kazakstani market. Though, the main competitors are United Colors of Benetton, Mango, Mexx, Celio and Oggi. It is done in order to clearly understand the future of this brand in Kazakhstan. Part I
History
Zara is the flagship chain store of Inditex Group owned by Spanish company tycoon Amancio Ortega, who also owns brands such as Massimo Dutti, Pull and Bear, Oysho, Uterqüe, Stradivarius and Bershka. The group is headquartered in a Coruna, Galicia, and Spain, where the first Zara store opened in 1975. It is claimed that Zara needs just two weeks to develop a new product and get it to
[pic]
BRAND MANAGEMENT MK 3214
Individual Assignment
Theme: “Zara” brand
Instructor: Elmira Bogoviyeva
Written by: Tulegenova Aigerim - 20071441
[pic]
Abstract
The focus of this paper is to analyze the one of the most popular brand name called Zara. And while reading this report there can arise a question about what is so special about Zara? The challenge is that it is a brand. It is worth pointing out that this is a well known brand in the retail and fashion industry of Kazakhstan. Its name is well known all over the world, but it is very young brand in our country. Therefore, I took this brand in order to show how young and popular brand that recently came to the retail market is going to be developed, communicated and bring value to its Kazakhstani consumers. The first part of this work talks about the brand Zara itself. Mainly, about its history, internationalization, the brand uniqueness and quick speed to consumers demand, and how the Kazakhstani consumers feel and react to its name. The second part of this report demonstrates the six general criteria of brand elements of Zara, the elements of being successful, POD/POP and, of course the consumer based brand equity pyramid of Kazakhstani consumers. Finally, the paper identifies the main competitors of Zara in the Kazakstani market. Though, the main competitors are United Colors of Benetton, Mango, Mexx, Celio and Oggi. It is done in order to clearly understand the future of this brand in Kazakhstan. Part I
History
Zara is the flagship chain store of Inditex Group owned by Spanish company tycoon Amancio Ortega, who also owns brands such as Massimo Dutti, Pull and Bear, Oysho, Uterqüe, Stradivarius and Bershka. The group is headquartered in a Coruna, Galicia, and Spain, where the first Zara store opened in 1975. It is claimed that Zara needs just two weeks to develop a new product and get it to
References: 5. Kevin Lane Keller, Tony Aperia and, Mats Georgson, Strategic Brand Management: A European Perspective, 1st ed., Pearson Edition, 2008. 6. www.mktg.uni-svishtov.bg, Kevin Lane Keller, Building customer-based brand equity: A blueprint for creating strong brands, Report # 01-107, 2001.