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Brand Management Essay

784 words - 4 pages

For this report I will be outlining the four steps of customer-bases brand equity (CBBE) in the Ralph Lauren brand and describing to what extent I think the Ralph Lauren brand has achieved resonance with its customers, moreover I will also be describing the Points of Parity (POP) and Points of Difference (POD) of the Ralph Lauren brand. I will also be recommending ways through which the brand can continue to be successful in the future.

Polo Ralph Lauren created in 1967 by Mr Ralph Lauren is considered nowadays as one of the well-known brands throughout the world. As a famous global player in the design and lifestyle marketing industry, Polo Ralph Lauren range its product lines from ...view middle of the document...

The Ralph Lauren brand is a classic yet casual brand which has urbanized a whole brand experience of display, retail, creation and their advertising resources, moreover the Ralph Lauren brand has mainly been focusing on being successful in defining a particular niche group of customers.

1.0 Introduction
Polo Ralph Lauren became the single most profound industry-transformer of the past century by manoeuvring his product offering, brand extension and marketing to evolve from a neckwear designer into a brand ambassador for an entire lifestyle, thus creating the “Lifestyle Industry” (Eurbanista, 2009). What began 40 years ago with a collection of ties has grown into an entire world, redefining American style (Polo Ralph Lauren, 2011).
The sources of brand equity are related to the creation of the high level of brand awareness and a positive image in consumers mind (Aaker, 1996). The purpose of the following report is to examine whether or not Polo Ralph Lauren achieved the mentioned goal trough the steps of the CBBE model. The last paragraph will provide recommendations on brand management for Polo Ralph Lauren.
2. 0 Applying CBBE Model to Polo Ralph Lauren
In order to find out how strong the image of the company and what its position in the market is, the brand has been scrutinized by using the Keller’s Customer-Based Brand Equity Pyramid.
2.1 Brand...

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