Brand Levels & Marketing Strategies
Feb. 21
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
Feb. 21
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
