Explore BrainMass

Explore BrainMass

    Research on Product: Brand Building

    This content was COPIED from BrainMass.com - View the original, and get the already-completed solution here!

    Brand building is a crucial exercise that often takes years to accomplish. The benefit of brand equity is realized in the bottom line.

    PART 1: Primary Research and Text Application

    Can we use one of these brands Campbell, or Gain or Libbys or Reebook, or Jordan's or Lays Potato chips or some of the jeans like polo.

    Find a consumer who is extremely loyal to a brand-name product. The person can be a family member, friend, classmate, or other. Probe him or her for information as to why that brand loyalty exists. Discuss how the individual feels about competitive brands.

    Analyze the interview using the brand equity and brand positioning concepts from your text.

    PART 2: Secondary Research in the Databases

    Next, research the brand using its Web site and articles from the library's full-text databases to address how the brand does the following:

    Identifies market segments and targets
    Developed its brand equity over time
    Positions itself in the market

    This section of the assignment requires the use of articles from the library's full-text databases. Articles are found in periodicals. These are not to be confused with eBooks or reference books. The most popular databases in marketing are: ABI Inform Global, Academic Search Premier, and Business Source Premier.

    Fill in using the following:
    A. Brand loyalty: Interview--Introduce the concept and cite the resource

    B. Analysis of interview: brand equity and brand positioning: Introduce concept and cite resource.

    C. Brand Research: Brand equity over time: Introduce concept and cite reference.

    D. Brand Research: Brand positioning: Introduce concept and cite resource.

    © BrainMass Inc. brainmass.com October 2, 2020, 2:18 am ad1c9bdddf

    Solution Preview

    The person interviewed is a 46 year old female dedicated to the Polo brand by Ralph Lauren.
    She makes many of the purchasing decisions for herself and other members of her family. She buys Polo
    shirts for her sons and husband. One of her sons particularly likes the Polo rugby shirts with horizontal
    stripes. He will not wear a shirt unless it has stripes and it has to have the Polo logo. The female
    consumer remembers wearing her first pair of Polo jeans at age 14, in the late 1970s and early 1980s.
    Many of the woman's peers wore Polo brand jeans. Men and boys wore them when t-shirts
    were unacceptable attire, such as for church, to parties, or to the office. Today many different brands of
    the rugby style shirt are worn by both men and women. However, no other bear the horse and rider
    logo stitched on the upper of the rugby shirts. The Polo brand is often viewed as the original rugby shirt
    brand. It stands for quality, reliability, and can often be viewed as a status symbol. Some consumers
    will wear cheaper brands but the Polo logo is seen on many different types of sportswear for tennis and
    golf, bearing the horse and rider logo.
    Ralph Lauren established his brand based on the American Dream and on movie characters. The
    first garments to be introduced in the 1950s were Polo brand ties. In the 1970s men's wear was
    introduced, followed by women's wear. Jeans, pants and later handbags were added to the Ralph
    Lauren line, with many different types of garments also sporting the Polo logo. The brand is said to
    represent a lifestyle of sophisticated leisure (World of Ralph Lauren). Today the brand still represents
    sophisticated leisure for many consumers. The man on the polo pony is still used as a brand emblem on
    garments carrying the Polo brand label. The game of polo has always been considered one played by
    those within certain social and economic circles. The Polo brand is positioned as an upscale brand for
    those who are financially and socially successful. The brand now extends to handbags and clothing
    accessories, along with dress attire, jeans, and the well-known rugby shirts.
    Competitors of Polo include Gucci, Coach, Armani, and Burberry. The Polo line consist of mostly
    classically styled garments that are timeless; while the Ralph Lauren brand may consist of more trendy
    garments and styles. The Polo brand continues to maintain equity while picking and choosing which
    stores and outlets to offer its products. The Polo lines are typically found in upscale department stores,
    outlet stores, and other upscale shops in over 9,000 locations throughout the U.S., Europe, and a few in
    Japan. While many competitors like Tommy Hilfiger and Nautica have experienced a decline is sales
    growth Polo has achieved 24 percent sales growth in the first nine months of fiscal year 2010. It has far
    exceeded sales targets and growth of the other ...

    Solution Summary

    The solution discusses research on products and brand building.