fashion essay

FASH430 Dr. Jung

A Brand Case Study: Part II

Using the same brand you’ve selected for Part I of the brand case study, you are asked to

develop following strategies thar are core to brand businesses. In essence, you are playing a

role of brand manager who is in charge of reporting outcomes to the brand owners. please

address following components:

• What is your brand position in reference to your competitors?

A Brand Positioning Strategy: Develop a brand positioning strategy including a brand positioning map (in reference to key local competitors; competitors can be domestic and international brands; no more than four in total). You will need to provide reasonings as to why your selected competitors should be considered as their core competitors, which is important part of this strategy. Remember that competitors have similarities (aka, points of parity) as well as differences (points of difference) (often with more points of parity).

• How would you communicate your brand?

A Brand Communication Strategy: Examine the brand’s current communication strategies and make a recommendation that would work well with the current market environments including consumer preferences. There are no right or wrong answers as long as you can justify your recommended strategies.

• How would you leverage secondary brand associations to build brand equity?

How to Leverage Secondary Brand Associations: Develop and discuss at least two strategies to

leverage your brand through indirect approaches to build brand equity.

• What is the overall outlook considering all aspects?

Overall Outlook for Future Performance: Provide a conclusion and suggestions for a long term opportunity in the market by relating to the key points discussed in earlier parts.

REQUREMENTS: - Min. 6 pages in length in double-spaced for content, excluding references and an

appendix with a positioning map (cover page is optional) - Use subheadings available in bold letters for organizing content - Insert page numbers - Min. 7 references cited in APA (in-text as well as under references)

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