1. Brand Review
b. Brand Name, Motto, Logo.
Motto: “Spanx is here on your big day.” And/or “Changing the world one butt at a time.”
b. Core Brand associations and Values
Attributes and benefits:
Figure Flattering Undergarments
Comfortable, shapely, confident
Seamless one piece
Mainstream – International
Celebrity Endorsed: Oprah, Miley, Madonna, Michelle Obama, Kristen Chenoweth Sleek Silhouette
Supportive, Stylish Coverage
Creative, Edgy, Fun
SPANX Mission: To help women feel great about themselves and their potential.
SPANX Core Values:
Positive and creative energy in all that we do
Belief that we can do anything no matter the odds
Challenging the status quo to make it better
Living by the Golden Rule
3. Brand Marketing Strategy
b. Communication and Promotional Programs
SPANX is actively communicated in a number of ways. One of their strongest selling points is communicated via the media. Celebrities wear SPANX in movies, like the Hunger Games, and are constantly praising the brand on the red carpet. SPANX has been discussed on Oprah as one of her favorite things, and since has become a billion dollar brand. There are over 130,000 people who are fans on Facebook and followers on Twitter combined, and reach over a million people via their website, blog and catalog. They pride themselves on customer service and are true believers in the modern woman having it all with comfortable, functional and stylish undergarments. They recently launched a “Leg Up” promotional program with the goal to “Empower women entrepreneurs!”. The program aims to encourage and support women with dynamic businesses and entrepreneurial ideas in the United States, believing in women with passion and the potential to succeed as entrepreneurs deserve a "Leg Up" in order to turn their ideas and small businesses into...
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