So far, we learned something about Wranglers heritage, their main products and their branding strategy. But what really describes the Wrangler brand? What is it that makes customers repeatedly buy their favorite denim jeans? And what is it that keeps the brand alive?
In order to have a look at why customers decide to go for the name WRANGLER when shopping for jeans, we will have a closer look at the brand.
"A Brand is a complex symbol. It is the intangible sum of a product's attributes, its name, packaging and price, its history, reputation, and the way it's advertised. A brand is also defined by consumer's impression of people who use it, as well as their own experience." David Ogilvy
These experiences people have and make of brands are divided into internal and external experiences as can be seen in the following figure of the identity prism model. The model consists of external facets, namely the brand physique, the relationship mode and the customer reflected image, and of internal facets, namely the brand personality, culture of the brand and the customer self-concept.
The typical Wrangler customer, as illustrated in the identity prism, wants to live the American way of life. He either is or strives to be a Cowboy and does so by wearing a pair of Wrangler jeans. By picking this kind of jeans customers of Wrangler lie their trust in the quality of the products and value the authenticity of the brand. This is what makes Wrangler customers addicted to their denim, but what about you? Is Wrangler already on you?
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