Ralph Lauren Branding
Branding Ralph Lauren Case Study
G.I.V.E. Get Involved. Volunteer. Exceed. (Ralph Lauren)
1
Index
Introduction
Page: 3
Section 1 (Question 1: What elements comprised the equity in the Ralph Lauren brand?) 1.1 Identity of Ralph Lauren brand: (Brand Salience) 1.2. Meaning: (Brand Performance & Brand imagery) 1.3. Response: (Consumer Judgements & Consumer Feeling) 1.4. Relationships: (Consumer - Brand Resonance) Section 2 Page: 4 Page: 5 Page: 6 Page: 7 Page: 8
(Question 2: Evaluate the role of brand association in the company’s success.) Section 3 Page: 9
(Question 3: Elaborate whether you agree with the Ralph Lauren’s brand extension decision to Rugby)
Section 4
Page: 10
(Question 4: What recommendations would you give the company regarding stewardship of their brand in the future?)
Referencing Appendix
Page: 11 – 13 Page: 14 - 15
2
Introduction
Ralph Lauren Corporation company (NYSE: RL) is a leader in the design, marketing and distribution of premium lifestyle products in different categories. For more than 40 years, Polo's reputation and distinctive image have been consistently developed across an expanding number of products, brands and international markets. The first section of the case study will describe the CBBE (Customer-Based-Brand-Equity) model for Ralph Lauren brands. Second section will evaluate the role of brand association in the company’s success. The third section determinate Ralph Laurens brand extension decision to Rugby and the last section will be recommendations for the companies regarding stewardship of their brand in the future.
3
Section 1
1.1. Identity of Ralph Lauren brand
Brand Salience The Ralph Lauren brand has been mainly victorious in defining a exact niche group of customer’s, offering a brand knowledge that is casual yet classic. It has urbanized a whole brand experience encompassing creation, display, retail, customer service and advertising resources. Ralph Lauren has
G.I.V.E. Get Involved. Volunteer. Exceed. (Ralph Lauren)
1
Index
Introduction
Page: 3
Section 1 (Question 1: What elements comprised the equity in the Ralph Lauren brand?) 1.1 Identity of Ralph Lauren brand: (Brand Salience) 1.2. Meaning: (Brand Performance & Brand imagery) 1.3. Response: (Consumer Judgements & Consumer Feeling) 1.4. Relationships: (Consumer - Brand Resonance) Section 2 Page: 4 Page: 5 Page: 6 Page: 7 Page: 8
(Question 2: Evaluate the role of brand association in the company’s success.) Section 3 Page: 9
(Question 3: Elaborate whether you agree with the Ralph Lauren’s brand extension decision to Rugby)
Section 4
Page: 10
(Question 4: What recommendations would you give the company regarding stewardship of their brand in the future?)
Referencing Appendix
Page: 11 – 13 Page: 14 - 15
2
Introduction
Ralph Lauren Corporation company (NYSE: RL) is a leader in the design, marketing and distribution of premium lifestyle products in different categories. For more than 40 years, Polo's reputation and distinctive image have been consistently developed across an expanding number of products, brands and international markets. The first section of the case study will describe the CBBE (Customer-Based-Brand-Equity) model for Ralph Lauren brands. Second section will evaluate the role of brand association in the company’s success. The third section determinate Ralph Laurens brand extension decision to Rugby and the last section will be recommendations for the companies regarding stewardship of their brand in the future.
3
Section 1
1.1. Identity of Ralph Lauren brand
Brand Salience The Ralph Lauren brand has been mainly victorious in defining a exact niche group of customer’s, offering a brand knowledge that is casual yet classic. It has urbanized a whole brand experience encompassing creation, display, retail, customer service and advertising resources. Ralph Lauren has