Branding And Positioning Essay

2452 words - 10 pages

Mango Brand AnalysisCourse: Branding and PositioningSubmitted by:Lecturer:Date Submitted: 24 November 2014Table of Contents
Section

Page

Title Page

1

Table of Contents

2

Executive Summary

3

Introduction

4

Study Objectives

4

Methodology: Analysis and Modeling

5

Figure 1. Keller's Brand Equity Model

5

Figure 2. The Kapferer Brand Identity Prism

6

Analysis

7

Keller's Brand Equity Model

7

Kapferer Model

9

STP

11

SWOT

12

Points of Parity and Points of Difference Analysis

14

Sample Marketing Plan

15

Conclusions and Recommendations

18

References

19

Executive SummaryThis report was done to examine the branding and positioning of lifestyle and retail company Mango through different models for brand analysis.Branding and positioning of Mango was identified and analyzed with the use of Keller's Brand Equity Model and Kapferer's Identity Prism. After which, the brand's segmentation, targeted group and positioning was identified. A SWOT analysis was done in order to reinforce the information obtained from secondary research and the conducted analysis.After this was done the points of parity and points of difference was done between Mango and its two main competitors Zara and H&M. In this section, the brands similarities were identified as well as the distinction of each of these brands among each other were defined.A sample marketing plan is then presented in order to maintain Mango's brand equity among its consumers. At the end of this report, concluding statements and recommendations were done.It is recommended that further studying on unpublished documents pertaining to the brand should be done in order to further validate the findings in this study. It is also recommended that Mango will also reinforce its e-commerce presence as this will maximize the brand's reach among targeted consumers around the globe.IntroductionMango is a lifestyle and retail brand that sells both apparel and accessories for the young modern woman. First opened on 1984 at Barcelona (Fashion Gear, Year undefined), its parent company is Mango Inc. A year after opening its first shop, the company already had five outlets at the same city and began its expansion in the domestic market through opening a shop in Valencia. By 1988, it had 13 sales outlets throughout Spain and what was once a small team began expanding as the business grew. Taking its first steps outside the domestic market with the opening of two stores in Portugal back in 1992 as well as the opening of its 100th store in Spain the following year was one of the milestones of the company. Gaining a greater knowledge of the business as well as the product and store concept, the Just in Time philosophy (Fashion Gear, Year undefined) that defines its product concepts, store design, quality standards, price and brand image (Fashion Model Directory, Year Undefined) which led to brand loyalty among the Spanish market.From 1996 up to the present, values...

Find Another Essay On Branding and Positioning

Land Rover North America, Inc with teacher's questions and comments for this case

1232 words - 5 pages marketing (including competitive advantage), segmentation, consumer behaviour, product development, branding, positioning, retailing, personal selling and sales promotion, and pricing.Teaching Objectives-To explore the concept of brand equity;-To illustrate how the organization and execution of retail selling can support a product positioning strategy;-To show how a small company with limited resources can still compete successfully with much larger

precision by colgate Essay

630 words - 3 pages should pursue the mainstream positioning strategy for the Precision as it would minimize cannibalization and gives higher profits. Pursuing a mainstream strategy takes advantage of the rapid growth in the retail outlets (mass merchandisers & club stores) that would purchase this new product.BrandingThe process involved in creating a unique name and image for a product in the consumers mind. Branding aims to establish a significant and

The Value of Branding in Health Care

1578 words - 6 pages The value of branding in health care. What is branding? Branding has been advocated as a potentially successful response to heightened market concentration; it offers the possibilities of centralized control and format standardization, and an added value or cost driven strategy can be used to differentiate the retail offering and reinforce market positioning. Brands provide informational cues for buyers about the store's merchandise

marketing

1159 words - 5 pages positioningProducts - goods and/or servicesPrice including pricing methodsPromotionPlace/distributionPeople, processes and physical evidenceE-marketingGlobal marketingThis report will explore market segmentation, product/service differentiation and positioning and global marketing in relation to Apple Inc. in their marketing of the iPhone as well as McDonalds, Lean Cuisine and Kmart.Market segmentation, product/service differentiation and

Colgate-Palmolive Company: The Precision Toothbrush case (HBS)

831 words - 3 pages Colgate-Palmolive (CP), a global leader in household and personal care products, is poised to launch its new toothbrush in the United States, Colgate Precision. To enter the super-premium segment of a highly competitive US toothbrush market with its technologically innovative product, the company should decide on positioning, branding and communication strategies. According to clinical tests, Precision offers core advantages compared with other

The Branding of IKEA

1693 words - 7 pages risk of idea failure, PR failure and people failure, where the company uses wrong tactics and this will again give the consumer the unsuitable image of the brand. In some cases there-branding can lead to negative opinions, but also culture failure can play a part, as consumers in different countries have different ethics and religions. Brand positioning We want to ensure our customers that their association with the IKEA brand will bring them

Heineken

606 words - 2 pages emerged. He argued that corporations should exploit the "economics of simplicity" and grow by selling standardized products all over the world. Although Levitt did not explicitly discuss branding, managers interpreted his ideas to mean that transnational companies should standardize products, packaging, and communication to achieve a least-common-denominator positioning that would be effective across cultures. From that commonsense

Analysis of the recent re-branding of Andersen Consulting as 'Accenture'

2142 words - 9 pages ?OpportunitiesGlobalization is the main objective for most companies nowadays. Andersen Consulting can make use of this opportunity to grasp more business for growth. How? When re-branding, the company should think on this aspect and expand its services in other business areas. This needs more justification to prove that you are right.Technology is evolving. The company can focus more on new technology business when re-positioning itself. This can contribute to

Competitive Analysis - Car Wash Industry

2551 words - 10 pages description, target market, customer value proposition, branding, market positioning, and financial analysis. Product Description The full-service car wash business is just that; full service. However, there are many variations to full-service. Most wash businesses will offer different levels of quality and services at different price points. At the very least, a full-service wash would normally include a complete and high quality exterior

Segmentation and Target Market

1246 words - 5 pages Segmentation and Target Market Proper marketing management is one of the major determinants of business success. Amongst the methods of marketing management, segmentation, target marketing, and positioning are of utmost importance. Market segmentation deals with the identification of the market constituents into different groups or segments based on specific profiles (Kotler and Keller, 2012). Target marketing deals with the selection of

Cola wars case study

619 words - 2 pages margin. Marketing spending account for the highest percentage spending of sales, as branding is crucial to establishing entry barriers and grabbing more "throat share".2. From Exhibit 5, it is easily observed that as COGS for concentrate producers is much lower than that for bottlers, even though concentrate producers have pretty high Advertising and marketing expense, profit margin for concentrate producers is almost four times of that for

Similar Essays

City Branding Essay

7636 words - 31 pages as a complete and continuous process interlinked with all other marketing efforts. CORPORATE BRANDING There has been, recently, a growing body of work that points to the inability of earlier positioning tools to cope with the substantially changed environment that organisations now face. One response to this inability has been the suggestions of relationship marketing, which considers as the key element of marketing the building of relationships

The Importance Of Branding In The Marketing Mix

2139 words - 9 pages branding each product has an image and identity that is unique this is one of the advantages. By allowing a firm to place its brands differently this will facilitate the positioning of each product. Co-branding Co-branding is when a product consists of more than one company brand to set up their joint prominences in the product creation. Joining two or more brands to create a unique product or service a company will use co-branding

Role Of Imf In Eurozone Crisis

1233 words - 5 pages Date: 28.04.2014Name: Nino GiorgadzeTopic: Chapter 6 - International PositioningI. Chapter Summary 6.1 Elements and definition/ 6.2 Target Consumer IdentificationPositioning - long term strategic marketing tool, which influences consumers' perception of a brand in international markets.The goal of positioning to create a clear perception for the brand in consumers' mind, differentiate it from its competitors and create benefit/value to the

Product Lifecycle, Positioning, And Differentiation Essay

764 words - 3 pages In the fast food industry the competition is huge and many times when a niche market is discovered it is a matter of time before competitors notice and "copy, or even improve upon, [the restaurants] unique values or advantages, and therefore the advantage is soon lost" (Voice Marketing, 2009). Understanding the products lifecycle, positioning and differentiation is essential to the restaurants success. If one is ignored the others suffer. Each