Essay on Brand analysis of Jo Malone

Ann Taylor’s target market primarily comprises of ages between 30 years and 60 years to whom, the company offers a plethora of work related apparel and accessories. LOFT’s target market comprises of 18 to 34 year olds who have a wide variety of casual work related (can be used for other purposes) apparel and accessories. Although the two divisions cater to different target markets, their primary purpose is to provide to the ‘working customer.’ Ann Taylor’s expansion into value based divisions (LOFT and its clearance centers) has captured the value market. The pricing at LOFT is about 30% lower than its sister concept, Ann Taylor. The outlets too, have captured the market that comprises of consumers seeking deeper value over traditional pricing and stores. The corporation added more value to these “clearance centers,” by creating private labels for the outlet centers. All the three divisions have proven to be a success among consumers. A third strength of the company would be its marketing strategies through celebrity associations. Some of the biggest celebrities like Heidi Klum, Milla Jovovich, Rachel Bilson are the faces of the company. The brand equity of the company, i.e. the image of the company in the minds of the consumers is enhanced because of positive perceptions. To further enhance this, the company is specifically targeting different markets by using different celebrities for each type of market. For example: Christina Hendricks, known for her curves is a

Flare’s sales come from its six fragrance lines equating for 93% of all sales with 7% coming from line extension products such as soaps, shower gels and gift sets. Since 1996 Flare has launched a new scent every two to three years, as we near 2009 it is time to make a decision if we are ready for a new launch. In 2006 we positioned ourselves in the young and chic category with the launch of Natural. Savvy is our fragrance ready for launch, its scent has been seen as stylish, upbeat and classy and has been geared towards the 18-34 age group. The projected sales price is $40.00 with a launch in the mid-tier brand category. The questions are do we position it in the young and chic category or do we enter into a new position such as young and classic. In addition, if we do launch this product do we umbrella it under Loveliest or do an independent launch and create a new brand. In addition, is a Mother’s Day launch obtainable?

Q. A: Critically analyse Apple’s approach to branding and marketing communications using concepts from B825 units five (branding) and six (communications). (20 marks)

To make things worse, the perfume market is also suffering from slower growth than some other segments of the beauty industry. L’Oreal’s fragrance division was its slowest-growing cosmetics’ business segment in 2005. Comparable perfume sales at the group rose 1.3% to $1.47 billion ($1.93 billion) in 2005, compared to growth of 8.9% for skincare and 5.6% for hair care. In France, the world’s largest perfume market, sales were flat in 2005. At U.S. department stores, sales rose 3% to $2.94 billion, according to market research firm NPD. The Luxury Brand Market Analysis is the only study of wealthy consumer awareness and buying behavior of luxury women’s fragrances. Wealthy consumers mentioned Chanel (in the aggregate) as the most often recalled brand (unaided) when asked which luxury fragrance brands come to mind. It was also the highest ranking brand for market share, purchase consideration and most recent purchase. “With the hundreds of choices wealthy consumers have for luxury fragrances, it’s a tribute to Chanel that their brand remains so dominant within this coveted segment,“ said Milton Pedraza, CEO of the Luxury Institute. “ While

Market growth: Repositioning and revival of the brand has led the company to the fast growing path and Burberry would like to continue it in future. Business strategy adopted by Burberry at this stage would have long-term impact on its growth. Therefore, market growth becomes an important criterion for basing any recommendation.

Purpose – The objective of the paper is to provide an understanding of how large organisations develop line extensions of their brands and to present

As a result, throughout the world, there was a perfume for women that smelled like women! It was the first type of perfume with eighty components that were not repeating the same smell as a flower, like it was earlier. The success experienced its creators- making the Chanel No.5, the best-selling perfume throughout the whole entire world! This was a very big accomplishment of mine, and I was very proud of it. What I told most of my clients was, “A woman who doesn’t wear perfume has no future.”

The definition and importance of brand has been discussed by many scholars. Kotler (2006:334) defined Brand as ‘a name, term, symbol or design which helps the sellers to differentiate its products and services from its competitors’. Duncan (2008:70) claimed that a brand is a perception of a company or a line of products and services which is result from the experience and information. About the importance of brand management, Groucutt (2005:120) stated effective brand management can help a company gain and sustain competitive advantages. According to branding; the corporation can obtain legal protection through copyright, trademarks and patents. In addition, the company can also add value to its product and services. Furthermore, a brand can help the company to differentiate its

Branding is a tool to make the goods of one producer different from another producer (Keller, 2003). Carroll (2008) asserts that branding is a sign of quality, and it is helpful to increase

Although brands do not solely refer to businesses and their products or services (e.g. charities, countries, celebrities), this essay will discuss their relevance to profits with regards to business operations unless specified. Where most companies must at some point make a decision (consciously or unconsciously) whether to brand their company or not, that question is often rhetorical. Brands are established whether the marketing manager says they should or not. The decision really is whether to implement conscious brand management within the business or not. That is the difference between a strong brands and weak brands. Where

In recent times, branding has played a pivotal role in some brands’ success. This has been made possible through the ability of some marketers to capture the essence and minds of people (consumers), and put the trends and characteristics into the personality of a brand. Customers have always found ways to identify themselves with certain products, and on several occasions, branding campaigns

Chanel should build profitable relationship with right customers by delivering satisfaction. The pricing strategy used is Premium Pricing. Furthermore, the promotional methods include fashion shows, events,TV,magazines (Elle,Vogue), exhibition etc.. Therefore public relations for Chanel are carried out in the form of special events, blogs and forum, website and media relations. In order to maintain the exclusivity quotient and strong brand image Chanel distributes to limited retailers which eventually coheres with the

relevance in the context of global branding. In doing so, the paper will present literature

The involvement of the high rating celebrities and superstars also can determine the successful of the product to be marketed and advertised. L’Oreal needs to consider the superstar like Beyoncé, Katy Perry, Marian Rivera, and other popular names to be their fashion ambassador. By appointing a high value actor and actress to be L’Oreal ambassador, it actually can expand the profit margin of the company as they eventually become the icon for their

Pantene's prosperity is because of its item and positioning. Its brand proclamation was 'Hair so healthy that it shines'. This announcement conquered any hindrance in the middle of health and cosmetic segment thus it was acknowledged both by cosmetic oriented as well as health oriented consumers. An imperative reason for achievement was far reaching sampling done by organization.