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Essay Available:
Pages:
4 pages/≈1100 words
Sources:
Check Instructions
Style:
APA
Subject:
Business & Marketing
Type:
Coursework
Language:
English (U.S.)
Document:
MS Word
Date:
Total cost:
$ 20.74
Topic:

Branding & Brand History

Coursework Instructions:

Brief
Students can decide whether they want to write this assignment as an individual or group assignment with a partner.
Each individual or group can select one of the following brands and chapters of the book "Brand story" by Joseph Hancock. Additional sources will be required to complete the questions (these sources are to be selected at the student's discretion).
1// The History of a King, Ralph Lauren
2// Mass Luxury Style, Dolce & Gabbana
3// The Empress of Fashion, Vera Wang
4// Cobranding Fashion for the Masses, Topshop/Topman
5// Rebel Yell, Dame Vivienne Westwood
Each individual or group must submit one written report, which should answer the ten questions listed below. Each question should be answered in a paragraph, not bullet points. The report should be no more than 3000 words. Make sure you follow the writing checklist and cite your sources. You can get 40 marks for your report; defects will cause grade deduction according to the writing checklist.
Background about the company, the sector it operates, and its consumer analysis.
1.Introduce your company. /2 marks
2.Give a brief history about this brand and describe the rise/fall of the brand – until now /6 marks
3.Describe the brand's target customer and how it has extended its customer group. Use the correct marketing terms and provide at least 8 characteristics. /4 marks
4.Added value: Identify the main reason (benefit) why a consumer might choose your assigned brand. /2 marks
5.Value proposition: outline the full positioning of your brand. Be sure to identify the full mix of benefits on which it is positioned. Name 4 unique benefits of their value proposition in the marketplace. /8 marks
Choose between question 6a or 6b (do not answer both)/4 marks
6.a. Has the brand changed or adapted its marketing strategy in the past? If yes, show how. Identify the reason for this change. If no, why do you think no change was needed?
b. What changes, problems, opportunities or even leverages have occurred in the company recently? Could you make any strategic brand management recommendations?
Competitor analysis or Branding strategies - choose between 7a & 8a or 7b & 8b:
7a. Compare your brand to one major competitor; what differentiates them? (Think about the 4 P's) Provide at least 2 points of difference and explain them /4
8a. Where is your assigned fashion brand positioned in today's marketplace? Make a positioning chart (with your brand, its main competitor and one additional competitor). /4
or
7b. What diversification strategies are visible? Describe at least 2 brand extensions or sub-brands and explain them. /4
8b. Where is your assigned fashion brand and its brand extensions positioned in today's marketplace? Make a positioning chart of the brand (with two brand extensions or sub-brands) /4.
Brand inventory:
9.Describe how and through which message the brand elements communicate (Name, logo, slogan, packaging, promotional strategies, store atmosphere)/3.
10.Find one advertisement for this brand (not older than 5 years): Explain the story the ad is trying to tell us. How do these ads reflect this brand's culture or history and what does it want to tell us about the brand values? /3 marks
Writing checklist (marks will be deducted – if requirements are not fulfilled)
The report is following the Guidelines; see below (-3 marks)
Each question is a header (-2 mark)
The report is well written; paragraphs are used, spelling and grammar are correct, all research images and sources are cited properly using the APA Format (-10 marks)

Guidelines
A.Title Page
Include the Title of the Report, Your Name, Date, Professor's Name and Course Code.
B.Table of Contents
a.Include a table of contents at the beginning of your report using a dot leader. Ensure that you have page numbers on each page of your report at the bottom of the page.
C. Body of Report
Answer each question in a paragraph with no bullet points. Make sure you have a heading for each paragraph that shows the question.

D. Reference List
Include your references list at the end of the report using the APA style.

Coursework Sample Content Preview:

Branding & Brand History
Name:
Institution:
Table of Contents 1. Introducing the Company3 2. A Brief History of Vera Wang and Its Rise to Be a Global Brand 3 3. Vera Wang's Target Customer And How It Has Extended Its Customer Group 4
4. Vera Wang's added Value 4
5. The Full Positioning of Vera Wang 4
6a. The Brand's Change in Marketing Strategy 5
7b. Vera Wang's Diversification Strategies 6
8b. Vera Wang and Its Brand Extensions Position in Today's Marketplace 6
9. Vera Wang's Brand Inventory 7
10. Vera Wang's Ad Reflection of Brand's Culture and Brand Values 7
11. References 9
Branding & Brand History
1. Introducing the Company
Vera Wang is a fashion company that specializes in designing couture wedding gowns, bridesmaid dresses, fragrances, lingerie, home décor, tuxedos, fine paper products, among other assorted products. The company initially specialized in wedding dresses and the entire ceremonial package but has expanded to big-box retailing with a mass-advertised line of modestly priced clothing, fragrances, and home décor. The company is named after its founder, a globally recognized fashion designer whose collections are celebrated for their signature layering, elaborate draping, and superb attention to detail.
2. A Brief History of Vera Wang and Its Rise to Be a Global Brand
Vera Wang's career in the fashion industry started when she resigned from her editorial post at Vogue and became the design director for Ralph Lauren accessories. She developed an interest in mass fashion design and increased her knowledge of the women's accessories market, particularly fashion forecasting and promotion. Vera Wang became aware of the market demand for contemporary and fashionable wedding dresses when she could not find one for her wedding. After designing her wedding dress to reflect her fashion philosophy of wedding dresses, including style, contemporariness, sophistication, and artistry, Wang opened a luxury salon in New York CITATION Han16 \l 1033 (Hancock, 2016). Her chic and modern wedding gown styles became a trend and an epitome of wedding fashion when several celebrities started wearing them. Vera Wang soon expanded her brand to include luxury products for mass public consumption. The brand's products have found widespread appeal among fashion-conscious individuals who are keen on wearing outfits and using products that present their modern sensibilities and opulent tastes.
3. Vera Wang's Target Customer And How It Has Extended Its Customer Group
While the brand's main target customer is modern and fashionable brides, Vera Wang has expanded its customer group to include stylish men and women who prefer its assorted luxury products that range from fragrances to eyewear, lingerie, barware, home décor, fine paper products, and bedding. The brand decided to venture into luxury products for mass public consumption, including men, women, and young chic families. These men and women are mostly millennials, educated, professionals, and single or recently married. Such demographic variables as race, religion, nationality, and family size are not very significant in the brand's marketing strategy. Its products appeal to all individuals who are fashion co...
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