Jeans'aholic: Branding

Showing posts with label Branding. Show all posts

Tuesday, 6 December 2011

EXPERIENCING WRANGLER

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?

http://www.wrangler.com/wps/wcm/connect/wrangler-en_us/about_us/history/

http://www.slideshare.net/nitin59/kapferer-model-brand-identity-prism-presentation

Saturday, 26 November 2011

BRANDING LEVI'S

Here we are! It is time to evaluate the branding of the responsibility of our addiction: Levi’s. In other words, we will see why Levi’s is so successful in seducing us and why it is your favorite brand according to our survey.

Of course Levi’s has the first mover advantage, however they invented something which is stronger than anything else since the atomic bomb: the bluejeans spirit. Levi’s only has one message: a cool life is a Levi’s life. It has built an image of freedom, a cool and pleasure-oriented way of living. In fact, Levi’s has reinvented the American way of life. When you think about Levi’s, you think about James Dean…it speaks for itself. This is exactly what you can find in TV ads, print magazines or even on social networks. By the way, about social networks, Levi’s was the first brand to add facebook widget on their website. This proves that Levi’s is not only historical but constantly following the trend of the moment. Levi’s is never late but always in advance!

Let's see behind the curtain and take a look at the strategy Levi's is using to make us so addicted to their creation. The most impressive fact is that your personal reasons for why you love Levi's jeans are the same reasons that are implied by Levi's:

To go deeper, Levi’s makes you feel like a rebel, while still following the latesr trends. Levi’s is what you want it to be. It is the youngest old company in the world. If you want it to be vintage, Levi’s is vintage; if you want it to be classy, it is classy. Simply because they are constantly innovating, while keeping the same roots and values. Levi’s involves us in its own history. You can walk in a Levi’s store and see 150 years of jeans on the wall. You can go on their website and see their heritage.

Levi’s is all about storytelling. And you know what? It works! Just take a look into your closet… If you have read this, Levi’s is already on you.

http://www.slideshare.net/rsraghav/levis-brand-equity-presentation

http://cdeniaud.canalblog.com/archives/2010/10/15/19291306.html

http://www.cardcow.com/167836/levis-james-dean-advertising-modern-1970s-present/

Monday, 21 November 2011

BRANDING DIESEL

Diesel has diversified itself from other brand and stayed true to the philosophy of individuality and targeted their customers who according to Diesel are independent and unique.

Diesel has over the years expressed this philosophy through advertising. Diesel has done many provoking advertising campaigns, some being the ones illustrated below.

These campaigns build the brand by portraying the Diesel customer as the young, independent, rebellious, and open-minded people, who are super cool. For example the people in the Be Stupid campaign are carefree and not bound by the rules and norms of society, e.g. ‘Smart listens to the head –Stupid listens to the heart’ http://jeansaholic.blogspot.com/p/diesel_10.html

Or the statement that smart has brains and stupid has balls – so, if you buy a pair of Diesel jeans, you do not just get a pair of jeans you are following your heart and you have balls, you are sexy, you live fast, additionally you will be able to handle and adapt to global warming is style and with confidence.

Through the years Diesel able to stay true to the original philosophy of the brand, both through the advertising but just as much because they have been able to continuously deliver fashionable, unique products of high quality.

Sex Sells – Live Fast – Global Warming Ready – Be Stupid.