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