The Kooples
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TABLE OF CONTENT
Introduction Page 4
Part One Page 4 to 6
1. Brand Audit
1.1. Values
1.2. Brand portfolio
1.3. Brand identity
1.4. Brand architecture
1.5. Equity
1.6. Marketing communications mix
Part Two Page 7 to 8
Analysis of brand value creation across all communications used by the brand
Part 3 Page 9 to 10
Evaluation of brand value creation in terms of the extent to which you found value creation and communication objectives are met.
Conclusion Page 10
Bibliogrpahy Page 11
Appendix Page 12 to 15
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Ralph Lauren was born October 14, 1939 he is an American Fashion designer and business executive of the Polo Ralph Lauren clothing brand.
Being asked for his year-book caption what he wanted to do in the future, Ralph spontaneously wrote he wanted to be a millionaire; Ironically, his fortune is estimated $4.6 million USD according to Forbes, given the firm’s $5 billion USD revenue for the fiscal year of 2009 which would make him the 173rd richest person in the world.
Starting off selling ties in school to opening his first necktie store in 1967, Ralph Lauren soon established himself as well as his Polo trademark at the top of America’s top luxury brands for both men and women.
Let’s have a look the result of 40 years work in the establishment of a landmark in the world of Fashion and American culture.
[pic]
1.1. According to an article in the Wall Street Journal “Mr. Lauren founded Polo in 1968 to make "classic American" clothes. Since then, Mr. Lauren has earned a fortune as a pioneer of what became known as lifestyle merchandising, or what the company calls "merchantainment". “The company, which now offers apparel at about 9,000 locations globally, invests heavily in marketing and hosts elaborate fashion shows to maintain a luxury halo over the brand. Polo sells in nearly every retail channel, ranging from Neiman Marcus to Kohl 's Corp.” Ralph Lauren stands for luxury as well as
TABLE OF CONTENT
Introduction Page 4
Part One Page 4 to 6
1. Brand Audit
1.1. Values
1.2. Brand portfolio
1.3. Brand identity
1.4. Brand architecture
1.5. Equity
1.6. Marketing communications mix
Part Two Page 7 to 8
Analysis of brand value creation across all communications used by the brand
Part 3 Page 9 to 10
Evaluation of brand value creation in terms of the extent to which you found value creation and communication objectives are met.
Conclusion Page 10
Bibliogrpahy Page 11
Appendix Page 12 to 15
[pic]
Ralph Lauren was born October 14, 1939 he is an American Fashion designer and business executive of the Polo Ralph Lauren clothing brand.
Being asked for his year-book caption what he wanted to do in the future, Ralph spontaneously wrote he wanted to be a millionaire; Ironically, his fortune is estimated $4.6 million USD according to Forbes, given the firm’s $5 billion USD revenue for the fiscal year of 2009 which would make him the 173rd richest person in the world.
Starting off selling ties in school to opening his first necktie store in 1967, Ralph Lauren soon established himself as well as his Polo trademark at the top of America’s top luxury brands for both men and women.
Let’s have a look the result of 40 years work in the establishment of a landmark in the world of Fashion and American culture.
[pic]
1.1. According to an article in the Wall Street Journal “Mr. Lauren founded Polo in 1968 to make "classic American" clothes. Since then, Mr. Lauren has earned a fortune as a pioneer of what became known as lifestyle merchandising, or what the company calls "merchantainment". “The company, which now offers apparel at about 9,000 locations globally, invests heavily in marketing and hosts elaborate fashion shows to maintain a luxury halo over the brand. Polo sells in nearly every retail channel, ranging from Neiman Marcus to Kohl 's Corp.” Ralph Lauren stands for luxury as well as
Bibliography: Digital Scoreboard – Projection Mapping – RALPH LAUREN 4D 11 November, 2010 Fashion 2.0 – Second Annual Digital IQ 12 October, 2010 Fashion 2.0 | Digital IQ Ranking of Fashion Brands’ Digital Competence 28 September, 2009 Fashion 2.0 | Why Brands Should Focus on Mobile Web, Not Mobile Apps 5 April, 2010 Thomson Reuters, Business article, June 15, 2010 by Rachel Dodes New York Times