Understand the concepts of brand, establish a road map to brand creation, and examine the impact of new technologies on the future of branding. Advance theoretical foundations, contemporary cases and issues to the creation of equitable brand portfolios.
A. Levels of distribution
★ National brand: owned by a manufacturer and distribution though national store
chains
○ Example: public/national brands such as USPS which is a government
agency
★ Private brands: owned by companies and distributed though and exclusive chain
of stores
○ They can be destructed on local level, regional, national and international
level, global
○ In our industry most of the brands are private and more private brands
are international
★ Private Label Brands
○ Brands created by parent company such as Wild Fable for Target
○ 90% of brands are private label
★ Generic Brands
○ They do not exists
○ There is generic product for example hotel soaps and shampoo that have
no label are just products
B. Brands
★ Corporate Brands
○ Constant repetition of brand name, name or corporation is also the name
of the brand
■ Umbrella branding
○ Armani has clothing, hotels, restaurants, different levels of clothing
■ Operating across different sectors
○ Zara, Versace
★ Independent Brands
○ Group brought already established brands and promote them individually
○ Customers sometimes don't know that brands belong to the same mother
company
■ LVMH: Fenty, LV, Dior, Fendi, Sephora
○ Marketing is not the same for the whole company , different approach to
each brand
★ Co-existing brands
○ The company has a strong presence as the brands
○ Gap Inc: Gap, Old Navy, Banana Republic
○ Nike: Nike, Converse, Jordan
C. Distriguiniging brands based on position
★ Luxury (high fashion, haute couture, ready to wear)
○ Outrageously expensive
, ○ Target celebrities, important people
○ Made to measure
○ Aspirational
★ Premium brands (dIffusion lines and bridge segment)
★ Mass market brands (masstige)
○ Value market brands + fast fashion brands
____________________________________________________________________________
Emotional Branding/ Storytelling
A. Brand Stories
★ Narratives about the product
★ Stories create a difference among a product that belong to a same category
★ What products really are vs what products represent?
○ Product vs. Brand
★ Functional (tangible) level vs abstract (emotional, intangible value)
★ Targting audience core emotional need is the most important asoect of emotional
branding
B. Geographical locations
★ Create a story of mythical places of fashion creations
○ Chanel- Pairs
○ Givenchy-Pairs
○ Louis Vuttion- Pairs
○ Donna Karen- NY
○ Prada- Milano
○ Buberry- UK
★ Heritage Narratives
○ Levis- since 1873
○ A&F- since 1892
____________________________________________________________________________
Luxury Branding: New Tendencies
Feb 28
A. Luxury
★ It is associated with high price, social status, exclusivity
★ 6 dimensions
○ Symbolism (staus)
○ Extraordinary
○ Rare (limited editions)
○ Quality (THE MOST IMPORTANT)
○ Price
○ Aesthetics
★ Hierarchy Of Luxury Products by their Accessibility
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