Week Ten EOC: Discussion Questions

Chapter 8

How does technology redefine the role of the end user in the branding process?

 "Indeed, the Internet and other recent innovations have altered our social habits and behaviors and created new levels of social communities and human relations" (Hameide, 264). Consumers have now been given the tools to become more active in the decision-making process of a brand, consumers now get a better chance to dictate, express their opinions and satisfy their needs. They are the inspiration behind the brand and now with technology they are responsible to position the brand in the market-place.


How does the concept of experiential branding relate to the branding process as described in part 1?

Experiential branding is “the discipline of understanding and defining brands in terms of the way they are experienced, in order to differentiate them in the most powerful dimension: relevance (nothing is more relevant than an experience)" (270).  The branding process is the steps that the brands uses to become a well-known brand and is able to be differentiated by its competitors and experiential branding is to give the same experience to consumers even though it can be through different emotional levels, to ultimately satisfy them is the experiential branding goal.

How do microbrands compare to corporate brands and brand extensions?

Microbrand is a brand that is limited and distinct version of the original mother brand, this is why "mass customization is usually done at the product level but not at the identity level, which needs to remain intact as the umbrella or backbone that defines the mother brand and maintains the brand personality and ultimately its core value" (270). Brand extensions are about creating new, innovating, different products under the same brand and in micro-brands each product created under the mother brand is altered with new product features and enhance functionality but it should not alter the meaning and value of the brand.

Final: Infiniti

 

"Infiniti is Nissan's luxury car division. Established in 1989 to compete on the US premium auto market alongside brands like fellow Japanese Acura and Lexus as well as European-based BMW, Audi and BMW, Infiniti managed to create a global network in a fairly little amount of time. Its history can be traced back two decades ago when the company's first vehicles were sold"
Like every important well-established brand that introduced itself to the mass-market, Nissan came out with its luxury brand to compete with other luxury brand company's in the market. Infiniti was made to compete with the well-known luxury brands and I think it has established itself as a good competitor for these other luxury brands. Even though their first productiono came short on sales and did poorly, the advertisments had a lot of blame for their first model the Q45 but later on gained attention for thier ad campaigns and models.
"The brand is presently making its way through European markets. Since its foundation, it has limitlessly grown, currently including 230 dealers in 15 countries. Its global operations have grown exponentially, having stretched form Mexico to Russia and from Ukraine to China and Taiwan. As with the majority of Japanese car makers, Infinti emphasizes the importance of technological improvements."
Inifiniti has made a mark in the auto-market, " According to Ad Week, it delivered 21% of ad sales for the 2011 tournament and 17% in 2010" during March Madness, Infiniti competed with other well-known companies like Coca-Cola, At&t, Buick and Capital One. but fought to stay on top with 86,300 mentions in total from social medias like facebook and twitter. It has done a very good job in building a relationship with its target market, but their has been talks in closing down. Nissan CEO Carlos Goshn and VP executive Andy Palmer had this to say,  "Very frankly, very candidly, we don’t need Infiniti, we just don’t need that brand  Mr. Ghosn challenged me and said, ‘We don’t have to do Infiniti, you can cancel it if you want." It is concluded that most companies who come out with luxurious brands do very good, and are responsible for bringing in a lot more profits than the cheaper brands, Inifinit is staying for now I suppose. Over the years it has been well acclamied in January 2003 "The G35 Sport Sedan and Sport Coupe are named Car and Driver's "Ten Best Cars" and in that same year  "Infiniti CV sales top 100,000 units for the first time in history. With 119,000 sales in 2003, an increase of 35% over 2002, Infiniti is the fastest growing luxury brand in the U.S".In 1987 they came out with the name Inifiniti,  "The fresh spelling, with four “i”s, and the badge with its two central lines leading off into an infinite point on the horizon, symbolized this new luxury performance brand’s desire to be always looking forward – to new horizons, to infinity".

Even though when they first lauched in the market they did poorly in sales, they were number one in customer satifaction, they started with 51 dealers in the US but had only two models on sale. I think this created a very intimate relationship with their customers offering a very small category but really luxurious feel with top quality. Infiniti has a partnership with Red Bull Racing and Cirque du Soleil. I think that Infiniti has done an excellent job in partnering with these two because it sets Infiniti in a different market now only as a vehicle company but a company that is versatile. Infiniti has been my favorite car brand and after researching more about it I believe it not only represents luxury but a brand experience that is worthy.

http://www.ehow.com/facts_4894465_what-history-infiniti-car.html

Week Ten BOC: How would you create your own personnel brand?

I would create my own personal brand first of all by thinking of what I want to accomplish with my brand and who I want to reach and why. I would like to reach young women who are ambitious, have high goals and want to succeed in business almost like a life coach, I would love to help style them and make them confident. A personnel stylist and form my own creative team. My logo would be very feminine and powerful, with my initials and a powerful slogan to accompany it. I would like to use a lilac color. Maybe some bold business cards, that have my logo and information with a crown. I would build my website to show my information and story, a profile of what I have accomplished, my favorite things so they could get to know me on a personal level. I would also include powerful quotes, fashion must haves and finds, I would like to travel the world and post photos of all the places. I would also like to have a blog linked to my website of success stories, women that I have helped. My theme-song would be "Girls just want to have fun" by Cyndi Lauper. Not only is it very fun and catchy but I believe that life is all about having fun, and loving what you do being completely happy and blessed. I would update a new playlist each week of my top ten favorite songs that have meaning and power. I would also like to design and sell my own merchandise like accessories and jewelry.

Week Nine BOC: Recording artisit website

Florence + the Machine


Florence and the Machine uses their website to establish their brand by only committing to one passion and that is the art of their music. They have posts on their news, gallery, media, about me, and their personal blog written by Florence Welch, the vocalist. It is a journal that she writes about her concerts, tours and what they are up to now. I think this is very important because it allows her fans to build a relationship with them on a personal level. In their website they also promote one of their newest songs that is in the soundtrack of The Great Gatsby, they show videos on the making of the record. I think that its very important that they stick to their personal image which is very gothic and haunting. I found in their website how they describe their songs,  "The songs are full of Gothic". I think they have created this brand that reflects in their image, clothing and music that is very dark and powerful, with a lot of emotion. That has not been heard yet from another artist. Florence and the Machine has come out with a jewelry line, Flotique. In addition to that in their website they sell merchandise like clothing, accessories, their albums and tickets to shows and concerts are also on sale in their website. Florence and the Machine is very interactive in social media websites like facebook, twitter, pintrest, and youtube.

Week Nine EOC: Discussion Questions

Chapter 7

Given the discussion on mass customization, the model seems to hold new opportunities for young entrepreneurs considered to establish a new business. Highlight the advantages and challenges of the model from an entrepreneurial perspective.

One of the biggest challenges faced in mass customization is the mind-set change. The fashion industry is established on creativity and designers may not easily accept the am environment of branding. Also maintaining the brand image and integrity is a huge challenge. " Adopting mass customization is not an immediate guarantee of 100 percent sales" (Hameide, 235).

Compare the way luxury and mass-market brands adopted the new technologies. What are the opportunities and challenges that each segment may encounter?

It has proven to be a great platform for linking customers and producers, that creates a strong relationship and interaction with the brand and it producer. Luxury brands reach out to their customers and create a very personal experience and exclusive. Mass-market brands use social media to interact with their target markets and become popular. "The greatest impact of wireless technologies and all technologies referred to in this chapter lies in their potential for high interactivity and the fact that they establish a two-way channel of communication that is dramatically different from how one-directional traditional marketing has been"  (243).


Based on the chapter arguments and your personal analysis, how would you interpret the term iBrand?

 "Established are a few important trends that are here to stay, such as the rise of the consumer and user as the true marketer behind the brand" (254). The iBrand is the use of technology for the growth of the brand and reach new levels of marketing.

Week Seven EOC: Discussion Questions

Chapter 6

Compare services to products and examine the difference and/or similarities in their branding process.

The service is the core of the brand, the main difference between the service and product is the intangibility of the service, the human element that is not found in the product. The service is usually the sales personnel. In order for a store's success it needs more a space to display merchandise "that is  unique engaging and fulfilling both emotionally and functionally" (Hameide, 177).  Products are very important as well because they need to be able to satisfy the customer needs, stand out and simplify choices for the consumers. It needs to ensure the customer that the product they have received is top quality and the only one in the market even though it is not. It needs to ensure a high level of emotional satisfaction.

Define retail concept and briefly discuss its role in the positioning strategy of a retail brand.

The retail concept is the business model and retail philosophy adopted by the brand. It is similar to what is known as the retailing mix or the seven P's. This is called the service mix, which defines the business model of retail. It is merchandise, price range, location and service it can sometimes include the seven P's which are: place product, price, promotion, people, process and physical environment. "A retail brand needs to compete by establishing an emotional value for its customers built on a strong identity (or experience) so that although two stores may have a similar business model or concept and carry similar merchandise, they may not necessarily create the same level of experience and value to the same customer" (182). 



What are the advantages and disadvantages of franchising as a global growth strategy.

Advantages of a global growth strategy are presenting new growth opportunities for new markets, the business can benefit from diversification, and can be very successful in other markets that did not sell well locally and economic conditions like escaping an economic downturn or benefit from an economic boom. "However, global expansion for retailers comes with many of the same challenges we discussed in a previous chapter, such as foreign exchange fluctuations, taxes, regulations, and political instabilities, as well as shipping risks such as lead time and cost" ( 208). 

Final: Grey Goose Vodka

 "One of the most astonishing brands in the history of distilled spirits, Grey Goose Vodka, invented from thin air in a summer morning, had as yet no distillery, no bottle and perhaps the most pressing order of business-no vodka". The actual Grey Goose Vodka was created by Francios Thibault in 1997 but by 1996 Sydney Frank liquor expert had an idea of a name for an unknown liqour, accoridng to NY Mag. He had no idea what he wanted from that just that he wanted to name it Grey Goose. Later on it was sold to Bacardi for more than $2 billion, it was part of the Sydney Frank Importing Co. In my research I found that now Mr. Frank is moving on  to tequila even though it already has a well-known brand, Patron.  "In the distilled-spirits game, tequila plays in the second division accounting for just 5.1 percent of the market, Vodka dominates with 26.5 percent, while rum has 13 and gin 7". . Grey Goose just became a trendy new drink that made millions just like any new liquor it quickly catched on and became the hottest new drink especially in college areas and with the younger crowd. "Bill Goldring is chairman of Magnolia Marketing Co., which was SFIC's distributor in Louisiana when Jager first hit.  Brands are a funny thing, he says. "Corona beer started at the University of Texas, where kids were putting a lime in it. Then Jimmy Buffet was drinking it. Then it was the hottest beer in America. With Jager,  we saw we were getting large orders because the LSU kids were drinking it. Then there was the newspaper story in the Baton Rouge Advocate".  It seems that the marketing strategy for these liquors comes from young adults and word of mouth, it later becomes popular and everyone is drinking it. Grey Goose Vodka is distilled in Cognac, France. The creation of Grey Goose is from the combination of Alpine spring water and French winter wheat. Grey Goose can be purchased ranging from $60-$69 in different grocery stores and markets and even online. Now they have different variations of the classic Grey Goose Vodka like Grey Goose L'Orange Vodka, Grey Goose La Poire Vodka and Grey Goose Le Citron Vodka and now Grey Goose Cherry Noir.  Grey Goose also reaches its consumer through their ads seen on television and print. Since Bacardi bought Grey Goose they have incorporated it into their company and reach out newer consumers. In their website they are very aware of the results of alcohol consumption.
As stated in their mission statement:
THE BACARDI COMPANIES ARE EXTREMELY PROUD OF THEIR HIGH QUALITY BRANDS, PRODUCTS AND MARKETING. THAT SENSE OF PRIDE GOES HAND IN HAND WITH A DEEP SENSE OF RESPONSIBILITY AND RESPECT FOR THE GLOBAL COMMUNITIES THAT WE SERVE AND THE INDIVIDUAL CONSUMERS THAT ENJOY BACARDI PRODUCTS. AS PART OF THIS COMMITMENT TO SOCIAL RESPONSIBILITY, BACARDI LIMITED IS AFFIRMING ITS CORE PRINCIPLES FOR MARKETING PRACTICES BY ALL BACARDI COMPANIES AND EMPLOYEES."
Grey Goose Vodka has been the worlds best tasting vodka by consumers for a reason, around the world it is known as thee best Vodka and I believe that the Bacardi company has done a good job so far in keeping it that way. I think that being a liquor brand, Bacardi has to be careful in advertisiment and make sure they communicate a positive message with their products.
"This is a fantastic vodka, smooth and lightly sweet, with a nutty nose and aftertaste that works well in cocktails and adds an interesting complexity when served straight" Christopher Null

Week Seven BOC: Visit a Retailer

How do retailers convey their brand image through their retail stores? Visit a retail store and observe its atmospherics, store, marketing, fixtures, customer service, and sales associates. Does the retailer convey a specific brand image to the customer? What is it? Is a story being told? How does the store space influence your opinions about the products being sold?

I visited my workplace Louis Vuitton at Crystals City Center. They categorize their products by menswear, womenswear, leather goods, and their jewelry. They always maintain their same concept of design but they also like to have an influence on their target market depending on their store location. They have excellent customer service and always try to engage an a own personal experience with their customers. What I have learned from working their is that they have a lot of influence on art and craftsmanship and they convey it in their products as well. They like to have a personal connection with their customers and build a relationship. Their products are sorted out by season and category but they are not all mounted on the floor. They create space so each individual piece has its own space and can visually be enjoyed.
I also visited a retail store at my local mall it was the Forever 21 at the Galleria mall. I noticed that it was small compared to other Forever 21's. They did not have a lot of products. Their accessories were located in the center of the store next to the cash register which I think is always a good idea, they also had all these small products formed as the line for the cash register. I actually prefer this store location rather than other ones because having so many clothing racks can get overwhelming and messy. Usually when I ask for a certain style or clothing I like I'll ask for more and the sales associate have no idea where they are or cannot find more. This location was rather organized and clean. 

Week Six EOC: Discussion Questions

Chapter 5

How do mass-market brands compare to luxury brands in terms of value, pricing attitude and location services?

In terms of value mass-market brands are driven by cost and value rather than originality and margins. When it comes to price mass-market brands can adopt to any pricing strategy, they do not adopt a premium price strategy. Mass-market brands are most subject to re-pricing adjustment strategies such as promotional sales and clearance markdowns than luxury brands are. Mass-market brands are located in central locations usually downtown, mainstreet areas in smaller towns and in shopping centers and malls where cluster of small shops are also located. It is also based on ease of parking, traffic flow, visible slot, and competition. In terms of service luxury brands differ highly with mass-market brands because luxury brands are expected to take extra measures to pamper and please the customer. mass-markets only offer the basic level of service to its customer. "The main difference may be that the core value for most mass-market brands is rational in nature, while for luxury brands, it is emotional" (Hameide, 158).




Briefly compare premium brands to luxury brands.

Premium brands are referred to as aspirational or new luxe brands that are luxury brands that introduce RTW labels. This markets stands at the highest spectrum of mass-market brands . They are not based on exclusivity like luxury brands are but on emotion and relationship with the consumer. "The decision to create a premium brand is primarily a business strategy and as such must be developed and executed by CEOs and divisional leaders of large companies as well as entrepreneurs and innovators of small companies. A premium brand is product centered and also requires keen understanding of consumer motivation and buying behavior" (162). 



Name a few of the challenges private labels face to compete with manufacturing brands.

Private labels are brands owned by retailers not manufacturers. Some challenges private labels face are that manufacturers offer many services that stores are now forced to provide themselves, such as transportation or warehousing, which imposes and adds cost. Manufacturers also share costs of promotion and marketing activities, and it is handled by the stores in the case of private labels. This can also affect the diverse merchandise in the retail store forcing manufacturers to take their merchandise elsewhere and leave them with no diversity at all. One of the major challenges is that private labels will never be able to compete with manufacturers because they do not have the dedicated resources and they also suffer from a general lack of advertising. "The rivalry between retailer and manufacturers' brands is also evident in their fight over in-store space and locations dedicated to each brand" (166).

Week Six BOC: Bruce Weber

 



Bruce Weber is an American photographer. He was born on March 29, 1946 and grew up in Greensburg, Pennsylvania. He has done campaigns for several American designers like Ralph Lauren, Perry Ellis and Calvin Klein. He is best known for shooting campaigns for Abercrombie and Fitch. He uses black and white shots in most of his work but occasionally ads color. He first became known in the 1980’s and early 1990’s for shooting images for Calvin Klein. He is also well known for shooting ads with shirtless models. “His straightforward black and white shots, featuring an unclothed heterosexual couple on a swing facing each other, two clothed men in bed, and model Marcus Schenkenberg barely holding jeans in front of himself in a shower, catapulted him into the national spotlight”.  This was his first shot where he was established as a photographer and catapulted him into the fashion world photography. His work was classified as homoerotic, because his signature shots included black and white shots of nude males.

"Almost every major publication such as Vogue, V, W, Vanity Fair, Interview and Rolling Stone, has employed Weber for editorials and portraits of figures from Patti Smith to Robert de Niro". He is a well-known photographer who has established himself  on his ads although he also has done some filmwork, books (25+) and directed music videos for artists such as Chris Isaak and Pet Shop Boys. Most of his work gives the story of outdoor leisure and romance, he was inspired by the work of  photographer Diane Arbus. Bruce has shot for Abercrombie and Fitch since 1993 to this day and still maintains the signature look for each ad.

"His photographs are in the permanent collections of London's Victoria and Albert Museum and the Museum of Modern Art in Paris".  Mr. Weber played a major role in redifining the male beauty and he established the male nude as a public figure the same way the female figure was in fashion. Even though he started off with the Abercrombie and Fitch catalog, in 2003 they were discontinued partly due to the fuss over his sexual imagery

 

Week Four EOC: Discussion Questions

Chapter Four

Explain the social element of luxury and explore how this concept relates to some of the challenges facing luxury brands, such as counterfeiting and parallel markets.

Since the beginning luxury has been an identifier of social status, it defined aristocracy and royalty and it was easily identified as how fast wealth spread. Luxury has mostly always been identified as good craftsmanship and high quality it is why up until the 19th century, luxury was identified as custom made. Luxury brands have been described as "brands that no one really needs, but everyone desires" (Hameide, 111). A luxury brand is associated with social elements like wealth, success, sophistication and so on. Part of the social element of having others perceive and appreciate your purchase as well. Counterfeiting  comes with the territory of a luxury brand, because they are so high in demand their exclusivity and high price points make it impossible to be purchased for the mass-market thus creating counterfeits at affordable prices but not with the same value and quality.  Parallel markets or grey markets are items that are are originally purchased to later be sold in a different market usually at higher prices.

What is the meaning of a lifestyle brand? Why are most luxury brands described as such?

A lifestyle brand is a brand produced by marketing different products within the same brand that can range from apparel to jewelry and perfumes. "Lifestyle brands rely on an enormous marketing machine to establish a convincing story and an identity strong enough to overcome the need for a historical reference" (116) . They lack the history and craftsmanship that a luxury brand was founded on as well as the heritage of the lifestyle from those times. A lifestyle brand is a brand that promotes a certain lifestyle and many luxury brands promote a wealthy lifestyle.

Explain how luxury brands seem to defy traditional marketing principles.

Luxury brands defy traditional marketing principles in many ways for instance they aim at a higher price point not only for the cost of the manufacturing process but to maintain an exclusivity in the market. Luxury brands are not meant to satisfy needs but to try and shape them. They are expected to be harder to acquire and purchased from the market, they are not mass-marketed. A luxury brand will never advertise sales and promotion but to promote the lifestyle instead of the product and its price. "The role of advertising is totally different. There is usually no sales proposal in luxury advertising. It is usually minimalist with a photo and logo and not much to say. Even more interesting, most of the ads may not be really targeting the luxury customer who is already aware of the brand, its products, and where to find it. In many ways, these ads target the “others” who are meant to be aware of the brand—even if they cannot afford it" (150).

Week Four BOC: Hawaiian Tropic

Hawaiian Tropic has been using the famous “bikini pageants” for thirty years to market their products and attract customers. The Hawaiian Tropic bikini pageants was introduced in 1969 but it has just announced that it will be retiring this contest, which since 2008 has been held in Australia. The company has been focusing on replacing this contest with a new search to attract their target market, which is women ages 18-34. This new contest will be held through their face book page. In this contest, contestants will be asked to fill out a character profile, in an aim to find the “woman who best embodies everything Hawaiian Tropic now stands for — beauty, confidence, style, enjoying the sun and keeping skin healthy.” The face book users will choose the winner who will win a vacation to Hawaii and be the spokeswoman in an advertising campaign.
“Bikini contests as a tactic just don’t resonate with our consumer and don’t fit with who the brand is now,” said Danielle Duncan, the brand manager for Hawaiian Tropic. The brand is trying to establish themselves as more than the bikini contest and focus on the qualities that their customers are looking for in a product. They have also started working more on the product to find benefits that will help with skin care like antioxidants and anti-aging ingredients especially their products that deal with sun care.


http://www.nytimes.com/2013/04/23/business/media/that-hawaiian-tropic-scent-no-bikini-required.html

Final: Chanel classic flap handbag

Chanel's classic flap handbag is very popular among women all over the world it  has been reinvented many times to adjust to modern times and the fast pacing change in fashion. "The first flap handbag was introduced in February 1955 and was named 2.55 or 255 because of the date of its creation". When Karl Lagerfeld took over of the Chanel house he reinvented the flap bag by introducing the interlocking CC turnlock and later on introduced different sizes, leathers and fabrics to accommodate every season and fit the need of every woman.
"Alongside the Hermes Kelly, this is the most infamous, recognizable, chic and elegant piece of accessory history. Buying one is an investment not only financially but from a style perspective: this bag will never date and will always make you feel like a million dollars".
 -Louise Roe, Fashion Editor at Large, Glamour Magazine
"This bag speaks to women of all ages. Chanel's flap bag is essential in establishing yourself as a style icon. It's soft and sexy structure are everything!' -
Erica Domesek, Founder & CEO, P.S.- I Made This 
"To own a Chanel classic flap makes you feel that you are a part of something bigger than just a handbag. There is a sense of elegance, heritage and timelessness that you don't get from other brands. One must understand and appreciate the art form of this particular piece; I know I will have it forever"
-Kristy Rogerson, Founder & CEO, Operation Style

The pricing of this timeless handbag varies from country and fabric but expect to pay a good amount for the quality and significance it has to the fashion world. In my research I discovered that they are many options when wanting to buy this classic handbag. It has 6 different variations of size that ranges from: the mini Mine, Mini, Small. Medium/Large, Jumbo and the Maxi. "If you compare the prices from 2011 to the prices from 2012 you will see that almost every bag has had a price increase around 600-700 USD". The type of leather they use in creating these handbags is also important when you want to purchase one, for example there are two types of leather used lambskin and caviar. Of course because lambskin leather is super soft it is also very fragile and not as sturdy as caviar making it the more expensive. 

Week Three EOC: Discussion Questions

Chapter 3 Questions

Explain the VIP concept, and compare it to the traditional Four P's.

The VIP concept stands for value, identity and product mix. Value is the most important as it is the main proposal and ultimate reason for the purchase and existence of the product/entity. The identity refers to the brands personality and or visual identities or signals of the brand/entity. The product mix is the product and its attributes. The VIP is like the Four P's they both endorse the product as the core of the brand but the VIP adds the emotional values added to the product. Just like the Four P's its product mix is an integral part of the product but not the most important. "Evidently, the concept totally ignores the “brand” component and the emotional value created by the branding process" (Hamiede, 78).

Explain the concept of co-branding; give examples.

Co-branding is the practice of using multiple brand names to promote one single product or service. It is an alliance to promote the product or service by having two well-known brand names come together. "It can enhance a brand's image and allows the brand to appeal to a new market through its association with other successful brand's" (86). A few examples are Stella McCartney for Adidas, Diane Von Furstenberg for Roxy, and Versace, Roberto Cavalli and Karl Lagerfeld have all co-branded with H&M in the past years.

How do licensing and brand extensions compare as growth strategies.

Both licensing and brand extensions enhance the popularity of a well-known brand further. The licensing can achieve the same way brand extensions can just under a different way. Licensing is just allowing your name, logo, trademark to be put on a product or service. Brand extension is offering different products and services under the same brand umbrella. "This introduces new sources of revenue and market expansion when the licensor might not otherwise have had the expertise or financial capability to enter such markets" (88).

Week Three BOC : Beech Nut

How did Beech-Nut Corporation trash their brand with this scandal? About 300 words Demonstrate your understanding


In the year in the mid 1980’s Beech-Nut was part of the biggest scandal in food history when it was found that the corporation was adulterating the apple juice for their company. Beech Nut Corporation Nutrition is the third largest baby food manufacturer in the United States. It produced baby food ranging from juices to food for young children. In the mid 1980’s there was speculation that their apple juice was being adulterated with corn syrup and other artificial products. The company had just signed with a new apple concentrate supplier called Universal Juice Co. Their was a possibility that the company used corn syrup in their concentrate but the John F. Lavery head of operations decided to turn a blind eye. As Universal Juice Inc. would sell its concentrate at up to 25% below the market. Beech-Nut was saving the company millions of dollars by buying the apple concentrate from Universal Juice Inc. that switching to another one even though they knew their was a problem with the product would have cost a lot. According to Funding Universe, “Both Lavery and the company president Hoyvald refused to take action”. But in 1982, a private investigator hired by the Apple Processors Trade Association found out that the company was not only adding sweeteners to their mix, but they were failing to add apples into their concentration. “The plant’s dumpsters revealed that the so-called apple juice was in fact nothing but water, sugars, flavoring, and coloring”. After the news broke about the products used in making the “natural apple concentrate”, the company instead of recalling their product shipped it out across the country. The company was indicted in 1986. After that Beech-Nut racked up near-record losses in 1987. Beech-Nut has never been able to recuperate from such a big scandal.

Week Two EOC: Discussion Questions

Chapter 2 Questions

Describe the relationship between branding and marketing.

Branding is the process that builds a product/service. It is the responsibility of all aspects that go into building the entity. It has a strategic significance and links all activities within the organization, making it the focus of all functions and decisions. Marketing is the actions that build of the brand to its value. Both are in a relationship without one another the entity would not succeed. Marketing offers the chance to identify market needs in order to produce entities for each opportunity. Branding involves multi functions that incorporate marketing, management, finance and design in one process. Marketing supports the development of the brand in all stages. "Marketing supports the development of brands in all of its stages; it plays an integral role in the creation of the emotional value through the shaping of the brand personality and then communicating it to the outside world through its various communication channels" (Hameide, 44). 

How does the decision-making process differ between that of luxury brands and mass-market brands?

For luxury brands offer a higher quality in their products and entity so they must set high prices as where a mass-market brand must have a standard price point to reach the mass-market. The same concept goes into the distribution of each of these products, a luxury brand has an exclusive distribution, it distances itself from its top competitors and adds value to the product. A mass distribution is centered to target the masses  and generate high volume prices and can be found in almost any retailer. "They follow the footsteps of luxury brands and are meant to sell to a larger market at a more moderate price" (51).

Explain the meaning of "brand identity" and highlight its role in the positioning strategy.

The brand identity is one of the most important aspects of the brand. It can be described as the meaning of the brand. Finding the brand identity consists of realizing the positioning strategy, by the image it has established and by how the consumer sees the brands identity and value. The image can take various forms, "such as a name, logo, color and packing design. A strong visual identity makes it easier to visually identify a brand in a market full of competitors, make it easier to recall from memory, make it easier for consumers to buy a product, and make it easier for sales personnel to sell a brand" ( 61).

Week Two EOC: Midterm Maybelline Great Lash Mascara

"Maybelline's legendary pink and green tube of mascara has spent 40 years on top for a reason. Since 1971, it's been a staple in the cosmetic bags of women everywhere—from the industry's most revered makeup artists to Hollywood's starlets and, most importantly, everyday women like yourself. Don't believe us? A tube of Great Lash is sold every 1.7 seconds in the US!"

The iconic tube was originally inspired by Lily Pulitzer’s designs, bright color print dresses were the main reason Maybelline New York choose pink and green colors to represent their mascara packaging. Around that same time Lily Pulitzer was the newest up and coming designer to enter the fashion industry. I believe this product was designed for the mass-market fashionistas, the company created the packaging inspired by a very important American designer who had such an influence in the fashion world. In creating this product they wanted their customers to feel they had purchased a very fashion inspired product for everyday use. What is known to be America’s favorite mascara conditions as it thickens your eyelashes, it has a waterproof formula that glides on smoothly to give you smudge proof lashes without clumps or globs. This mascara has been known for being contact lens safe and hypoallergenic also being the first water-based mascara in the marketplace.

Great Lash celebrated its 40th anniversary in 2011 and had three famous designers design a special tube for their Great Lash 40th Anniversary limited edition collection that was sold only at Target for a limited time. Max Azria, Tracy Reese, and Vivienne Tram were the designers selected for this limited edition collection. Each designer was to design their own version of the pink and green tube to represent their most recent collection. "The designs of Max Azria, Tracy Reese and Vivienne Tam represent the spirit of the Maybelline New York woman -- modern, confident and chic," said David Greenberg, president of Maybelline New York-Garnier-Essie.  Each designer added their own touch but maintained the essence of timeless quality that is Great Lash.  The limited edition mascara was sold only in Target for a retial price of $6.99 the average price of Great Lash can be between $3.00-$6.00 it depends on what kind of Great Lash edition you purchase.

 Max Azria Inspiration: "Maybelline has been backstage for BCBGMAXAZRIA's runway shows for the past several seasons and I'm thrilled to be once again partnering with them on the 40th anniversary for their Great Lash Mascara. To bring the BCBGMAXAZRIA design aesthetic to such an iconic product is a true honor." – Max Azria , Founder, Designer and Chairman of BCBGMAXAZRIAGROUP

Tracy Reese Inspiration: "Great Lash Mascara is a timeless product; every woman knows the iconic green and pink packaging. I was excited to design limited-edition packaging in celebration of the 40th anniversary and chose a graphic floral print that exudes fun and femininity and complements the signature colors of the brand." – Tracy Reese

Vivienne Tam Inspiration:"I've worked with Maybelline New York for the past several seasons ofMercedes-Benz New York Fashion Week. I'm delighted to work with them again tocelebrate the 40th anniversary of Great Lash Mascara. My Great Lash design isadorned with the Chinese symbol for 'Lash,' creating the perfect fusion of theVivienne Tam and Maybelline esthetics. It's the must-have beauty accessory forfashionistas this fall." – Vivienne Tam

Great Lash was introduced in the market to replace Ultra Lash, and throughout the years Maybelline New York has come out with different versions of Great Lash mascara. The Great Lash colored mascara featured the mascara in four different colors; Pop of Purple, Totally Teal, Go Go Green and Blink of Blue. Also the Great Lash limited edition BCBG Max Azria, and the Great Lash "lots of lashes" mascara which features a heart-shaped brush to reach the inner and outer corner of your lashes with just one sweep.  Maybelline is always looking for ways to reinvent the popular mascara either by partnering up with a fashion designer to create a new packaging or just by enhancing a certain technique in the mascara to create a different effect.

"T.I Williams found Maybelline Company in 1915 when he introduced the first modern eye cosmetic, with the help of his sister Mabel whom he got the idea of a product to darken the lashes and the name which is his sister's name Mabel and Vaseline joined together". Maybelline is known in the world for its amazing innovated products and that is why it has been Mercedes-Benz Fashion Week cosmetic sponsor for the past 40 years. It produces many products for any women to focus on eyes, cheeks, lips, nails, and face. Maybelline is known not only for its innovated products but by its famous taglines "Maybe she's born with it, maybe its Maybelline". Thanks to famous models and celebrities they have been able to advertise their products to the mass market. A lot of famous celebrities are known to use Great Lash mascara. Great Lash mascara is constantly being purchased nationwide and Maybelline has never seen a downfall in purchases, only in 1933 did they suffer sales by the Lash Lure scandal but they were able to improve sales after the scandal.  "Maybelline's availability and affordability not only means that the average women can look and feel like a million dollars, but also she can afford to update her makeup looks more frequently", according to Monica Patrick a certified makeup artist.  You can find their products in any drugstore, online and specialty retail stores. 

http://www.prnewswire.com/news-releases-test/maybelline-new-york-unveils-great-lash-40th-anniversary-limited-edition-mascaras-127928198.html
http://eyelashesinhistory.com/20th_century_III.html
http://www.marieclaire.com/hair-beauty/beauty/great-lash-limited-edition
http://cosmeticsandskin.com/companies/maybelline.php
http://makeup.lovetoknow.com/Maybelline_Makeup
http://www.maybelline.co.nz/ABOUT_US/Our_History.aspx

Week One EOC: My Voice

"Not all those who wander are lost" ...But because I like to wander I can identify myself with many different fields in life.  One of my goals is to make the world a prettier place, using art, fashion, inspiration, and motivation. I am a business person in fashion with an artistic mind looking to prove the world of fashion has so much more to offer than just clothing, its art. I want to make the world beautiful even when it can be so ugly; there is always that sense of seeing beauty in the darkest of places. To me fashion is not just about the clothes you wear its about how you perceive life and how it reflects on your clothing and why. That is my job and I want to love my job each and everyday as long as I am here!  I can overcome any obstacle put in my path so long as I have the strive to succeed and I know I do. I am intrigued by people and their behavior and reaction towards life and fashion. How they interpret their own ideas is important to me. I am a people person, I ask questions that I want an answer to even if it means I have to find that answer on my own.  I surround myself with creative minds that are open to anything,  in my life there is no room for negativity.  We can all dream but only a few of us can make them a reality, I choose to make them a reality!

Week One EOC: Discussion Questions

Chapter 1 Questions

Explain in your own words why we need brands?

Branding has become such an important aspect in our world today since the beginning but it became popular in the nineteenth century with the birth of mass production and mass marketing. This gave way to consumer brands, and we need brands because with mass production came large quantities of products being produced. Each product had a sameness, and they needed to distinguish each individual product to serve a purpose and gain customer satisfaction and loyalty as well as success in its field this began the creation of brands. We need brands to serve each individuals' needs and desires in their aspect of life. Having a product being produced from a certain brand is not really a necessity but because many of us feel the desire to own a certain brand it becomes a necessity. We need brands to fulfill our desires and necessities in our social lives to help us feel better and maintain ourselves in the right light buy a lifestyle provided to us by that certain brand.  "The reality remains that branding is a major force in business, and brands play a very important role in our lives" (Hameide, 4).

The promise of the value is an important element of any brand. Explain its concept and its relevance to the brand.

 Not only is the brand itself important it is the value of the brand that makes it successful, if the brand was only successful because of the name on it, it would fail to live its brand life cycle and fail because the consumer wants good quality for the money they are spending, and the value of the product depends on the quality and what the brand has promised to its customer. If that promise is not met, the value of the brand will fail and its customer loyalty as well. Each brand has to offer a certain aspect other competitors cannot, in doing this it will meet its customers' needs and when that brand offers a different aspect not relevant to that target customer it may fail in keeping the customers loyal. An example given to us in the book is from Harley Davidson, who tried to expand the brand in different segments such as a cologne and aftershave and also included ties. According to the book "Because of its disconnect with the brand's personality, the attempted brand extension failed. The proposed products did not fit with the Harley Davidson personality and values of rugged, strong masculinity" ( 9). They did not fit with its loyal customer base and failed to meed their needs and expectations from the brand.


Innovation and consistency may seem to be two contradicting notions. What does each term mean in relevance to the brand, and how do these two terms work together in defining it?

Innovation means to renew, redefine, enhance existing features, introduce new ones and become more creative within the brand to enhance the success and promote the value of the brand. Consistency of the brand is that each time a product or service is being offered from the brand the same value and promise is delivered each time, never changing for the worse and that the customer is always satisfied with the expectations of the brand as before. Both terms define the brand because without both of  these the brand would fail, in order for a brand to be successful it has to meet its customers's needs even in those are changing due to technology, world issues, economic issues, etc. but it has to be able to maintain the value and promise of the brand in each product and service it offers without losing its value and customer loyalty. "A brand needs to be in tune with the times, and in sync with customers' needs and aspirations. It needs to respond to economic, technological, and generational needs and developments" (18).

Week One BOC: Slip Slap Slop

The Slip! Slop! Slap! advertisement was created by both the Cancer Council Victoria when they approached Phillip Adams a broadcaster, who was then a creative director for an ad agency to come up with an ad that would aware Australians of the protection of skin. It was a huge hit with children and adults because of its catchy tune with was a cheerful seagull. It was released in 1981 and throughout the 1980s there have been variations of the advertisement, but its core message still remains the same as Slip! Slop! Slap! it has been one of the most successful health campaigns and has become apart of Australian language and culture.  Not only did it show awareness do the importance of sun protection when at that time link between UV radiation and skin cancer were being found but over the past years there has been a dramatic change. According to Canobolas Pure Health, it has become too successful, even though it had a 95% succession rate of skin cancer treatments. There has been a rise on Vitamin D defiency, according to the Boston University, it also has become the most common medical condition so far. Even in the sunniest places there is a lack of Vitamin D. There are many ways to balance sun exposure to the best of your health, one of them is to cover your face and expose your arm and legs. It is also recommended that you spend no more than 3-5 minutes of Vitamn D  sun absorption.