Since the 1968 it has been positioned in the elite market and has been consistent nice. This report will first of all highlights how Ralph Lauren brand has achieved this complete resonance with its consumers through the all four steps of Seller’s CUBE model since its creation. Then, it will describe the Points of Parity (POP) and Points of Difference (POD) of the Brand to finally recommend ways through which the brand can continue to be successful in future. 2. 0 Elements of Brand Equity in Ralph Lauren 2. 1(CUBE Model) 2. 1. Salience Customer-based brand equity model is that the power of a brand lies in what customers have learned, felt, seen and heard about the brand as a result of heir experiences. In other words, the power of a brand lies in what resides in the minds of customers. The first step applies building a brand salience with the customers and encompasses the frequency with which and how easily the customers recognize consumers a brand. Besides, the brand elements such as logos land other symbols should sufficiently aid the consumers in identifying the product.
Keller, K. , Ap©aria, T. And George’s, M. (2012). (Strategic brand management. Harrow, England : New York: Financial Times/Prentice Hall. )Len the case of Ralph Lauren, the company managed to come up with various brand identifies ranging from logo and symbols, Unique Selling Proposition (USPS), brand ambassadors and style among others. These identifiers facilitated in mapping the consumer brain with the main target being creating awareness and brand loyalty. For instance, the polo brand can be easily identified and related to the brand.
The logo which appears on all of polo clothing, the small symbol of a man playing polo and the black horse is the difference between this piece of clothing and one with equal characteristic minus the logo. Ralph Lauren as all strong brands has both breadth (in term of duality) and depth (in terms of iciness). Depth of Brand Awareness Offers a world of elegance and a lifestyle of “high-end” status. 0 High recognition for the brand Ralph Lauren; (A man playing polo in a black horse). Mostly known for its apparel product.
Breadth of Brand Awareness When a person buys a Ralph Lauren item it is more than just buying a high quality item, as according to Scott Davis (2001 – Brand Asset Management), “Lauren apparel becomes part of who the customer is by striking a deep emotional chord with that customer”, this shows that consumers purchases’ situations is more than when just buying a Ralph Lauren item, but it is the quality ND prestige it adds to their quality lifestyle. 2. 1. 3 Brand Performance and Brand Imagery Two brand building blocks make up this step – ‘performance’ and ‘imagery.
It occurs when brand salience has been realized, so that the process moves on to the next steps in the development of brand meaning. In order others, this second step basically answers the question: what are you? – by establishing ‘brand meaning’ in their minds, and linking brand associations with certain properties. This question can be answered using intrinsic (tangible) and extrinsic (intangible) characteristics of a brand. (Keller, 2001). . 1. 4 Brand performance relates to the ways in which a product or service attempts to meet customers’ more functional needs.
Nevertheless, there are five important types of attributes and benefits that often underlie brand performance. 1 . Primary ingredients and supplementary features 2. Product reliability, durability, and serviceability 3. Service effectiveness, efficiency and empathy 4. Style and design 5. Price Keller, K. , Ap©aria, T. And George’s, M. (2012). (Strategic brand management. Harrow, England : New York: Financial Times/Prentice Hall. ) High performance product Ralph Lauren Classic design for signature lines and fashionable design for seasonal wear Excellent quality Reliable and durable products Higher prices.
As mentioned before, the other main type of meaning involves brand imagery. It is largely influenced by the extrinsic properties of the services and/or product as well the ways in which the brand meets the social and psychological needs of the customers. Keller, K. , Ap©aria, T. And George’s, M. (2012). (Strategic brand management. Harrow, England : New York: Financial Times/Prentice Hall. ) Therefore, the aspects of brand imagery are intangible. For instance, personality, ales, user profiles, heritage and experiences.
Also It can be raised directly (brand experience) or in- directly (advertising). (Keller, 2001). In the end, these two dimensions will have to bring about certain brand associations that are strong, positive and unique (in that order). Brands may also take on personality traits. A brand, like a person, can be characterized as being ‘modern’, ‘old- fashioned’, ‘lively’, or ‘exotic’. Brand personality reflect how people feel about a brand as a result of what they think it is or does, the manner in which it is marketed and so on. Keller, K. , Ap©aria, T. ND George’s, M. (2012). (Strategic rand management. Harrow, England : New York: Financial Times/Prentice Hall. ) For instance, Imagery is one of the most important aspects of the Polo brand. The logo is more than just an identifier of the clothing. Whoever is wearing the brand they are seen as ‘stylish’, ‘upper class’. Consequently, these “associations” add value to the person wearing the clothing. However, it also has a high price tag attaches which also influences another aspect of the brand image and identity – as not everyone afford, it becomes “exclusivity”.
One may say that Ralph Lauren enhances the value of uniqueness; this is shown also in the early takes of his brand – designing ties when he began with his brand different from what the market was producing back then and selling them at a relatively high cost (Joseph Hancock). It’s worth pointing out Rap Lauren shows that price is quality. Consequently, he helped him to enhance the value of quality. 2. 1. 5 Brand Judgments The next step is ‘brand response’ whereby the proper customer responses to the brand identification and meaning are elicited (Keller, 2003).
This step is achieved with the brand judgments (rational) and brand feelings (emotional). – What about you? The brand is evaluated and judged at this stage, formulating a retain attitude opinion with respect to a brand. Anon, (2014). In other words, brand Judgments focus on customers personal opinions and evaluations. They involve how customers put together all the different performance and imagery associations of a brand, so that they can form their own opinions about the brand/product.
Customers can make all types of judgments towards any brand, however in term of creating a strong brand, four types of summary brand judgments are particularly important; quality, credibility, consideration and superiority. Keller, K. , Ap©aria, T. And George’s, M. (2012). Strategic brand management. Harrow, England : New York: Financial Times/Prentice Hall. Relating brand judgments to Ralph Lauren, one may say that people are truly attached to it. This is not just because it gives a high status to it customers but also, because of quality.
For instance, the people who buy Ralph Lauren know that the product will last for a long time. Also, the image of wearing Ralph Lauren clothing has created a strong consumer base, due to the brand is seen as being superior to other brands. Consumers are attracted to brands that they feel are superior in terms of quality and market dominance. Moreover, another factor that influences the judgment dimension is that throughout the sass’s although Ralph Lauren continued with brand expansion, he still focused on high-quality products, which embrace the full lifestyle offering (move. Urbanites. Mom). This also reflects brand credibility as Ralph Lauren was consistent throughout the whole products extensions. 2. 1. 6 Brand Feelings Brand feelings are emotional reactions by consumers to brands and their marketing efforts. These feelings are based on a number of factors: In successive order: warmth, pleasure, tension, security, social acceptance and self-respect. A good example of brand feeling is the Polo brand. The Polo brand allows customers to feel secure with their social status. Not only does it make the users feel more secure, however it also develops a sense of confidence.
The users feel better about themselves and thus the clothing makes him more attractive. Each brand has the power to evoke different feelings to its customers. Ralph Lauren portrays a lifestyle rather than just a trend. This is shown in the brand’s adverts where it portrays perfect people in perfect environment (Youth- Ralph Lauren commercial 2010) Moreover, Ralph Lauren, was one of the first designers to use PIPS” in his adverts, these are testimonials that lived the way he had designed which therefore made it real for people watching these ads (Joseph Hancock. ).
Therefore one may say that an emotional value attached with the brand is that of a specific lifestyle. Which can also leads to the value of social approval and self – respect. 3. 0 Brand Resonance The last stage in the CUBE model is brand resonance, it only occurs when the consumer has reached positive idea of the brand in both a rational and an emotional sense and is willing to have a (lasting) relationship with the a brand. Keller breaks resonance down into four categories: 3. Behavioral loyalty: Rap Lauren Brand is both a quality product and aesthetically pleasing.
The style and design is top notch; Ralph Lauren has created a clothing empire in America. It is one of the most successful and well-know lifestyle brands and he has also been one of the top designers in the world. Forbes. Com, (2014). According to Canticles, it found that 16% of global internet consumer purchase Ralph Lauren; where North Americans are the most loyal; Ranking number 1 in costumer choice (http://Kerr. En. Nielsen. Com). This shows the high level of loyalty Ralph Lauren has with his customers. 3. Attitudinal attachment: Ralph Lauren represents strong brand awareness among people around the world.
It also offers good customer service on his website; information about products the company offers (www. Aurelian. Com). So that customers are able to have more involvement with the brand. 3. 4 Sense of community: In the company’s website, there are a number of events which Ralph Lauren contributed to. Examples of such activities is; Pink Pony, a designed t-shirt to sell and distribute the money to breast cancer education, treatment and research (Aurelian CORPORATION). . 5 Active engagement: After analyzing Ralph Lauren Brand one may say that as he has focused on being distinctive and innovative from the early stages.
It can be noticed when he started designing ties and nowadays he created a “Ralph Lauren world. ” His business led to the key success of the brand; as it is vital that a brand can possess individuality/personality and differs from competition in order to keep target groups coming back. People purchase Ralph Lauren items to live in a particular lifestyle. Consequently, by adopting this lifestyle people are at one with the brand. 4. 0 POINTS OF PARITY Offering Ralph Lauren competes in the same product category with Lactose and Fred Perry. Such as casual clothing for men, women and children.
For the clothing lines, all three brands use cotton pique, and each brands with distinctive logo plays a very important part. Price Range All of the three brands offer medium to high pricing points for their apparel lines. The price is slight the same among the three brands. Lactose is the cheapest and Ralph Lauren the more expensive option. 5. 0 POINTS OF DIFFERENCE Brand Origin Fred Perry originated from Britain – It blends sportswear with street wear. Ralph Lauren originated from the States – it emphasizes on redefining the classic American style and infusing it with luxury.
Lactose originated from France – the brand highlights the importance of comfort, innovation and fashion for casual and sports clothing. Looking on the official brands website one can notice the that Ralph Lauren offers a wide ranging of options on his website. There is a option where costumers can click on ‘Ralph Lauren world and there find more about the brand and fashion. Whilst Fred Perry and Lactose just offers on their website page collections of clothing, fragrances and accessories. Ralph Lauren products are all about creating a dream he’d want for himself and that his customers would want for themselves. Ralph Lauren) that’s one of factors that makes Ralph Lauren is so success. He successfully managed to create a world with clothes, watches and furniture using his own Ralph Lauren identity. He also strategically targeted different audience when launching Ralph Laurel’s Rugby, in 2004 an irreverent collection for young men and women aged between; 16 to 25. (www. fashionmodeldirectory. Com). As Keller states that successful brand equity in a brand extension is achieved when the salience, uniqueness and variability of a parent brand (Ralph Lauren) associations are consistent in the extension.
Moreover, according to 2010 Ralph Laurel’s corporation annual report “Rugby. Com averaged 370,000 unique visitors a month and acquired approximately 40,000 new customers, resulting in approximately 60,000 total customers “. Consequently, it has lead to the firm’s success, as the company was able to market everything in this lifestyle; from ties when it all began to golf balls, also with the help of the iconic brands’ logos; Polo and Rugby to unparalleled in-store customer experiences. Here he managed to create associations with high class sport and that is the reason why people associate the brand with a luxurious and elite status. . 0 Recommendation: It goes without saying that Ralph Lauren has been successful throughout the years. However, looking closely at his brand this report will outline ways through which the brand can be successful in the future. To begin with, expanding the brand to other countries where there is less brand awareness and producing a less exclusive/expensive line of clothing that may appeal to those considered just below the middle class bracket. This line may be perceived better in regions where presence is lower (central and south America). This being said, the brand must be careful in staying true to its principles.
The clothing line is perceived as a luxurious brand, however one can see that some of the clothing range is stronger than the other lines, and this might not be a viable option. After all Ralph Laurel’s restless innovation his Brand should be perceived as ‘obtainable’ for his entire audience that he has created along the years. It is also recommended that the brand invest and focus on other lines such as accessories and furniture to expand into less well-known markets. This in turn may see the brand being noticed by audiences that have not previously been affiliated with the brand in the past.
For instance, the younger generation more in touch with younger’ brands such as Lactose and DENY and in turn sparks interest in the more mature lines of clothing. Consequently, this might maintain interest from generations that may have seen Ralph Lauren as ‘The’ brand to be seen wearing in the ass’s by creating relevant and current lines of clothing. Furthermore, the brand should use more channels of advertising in order to remote the brand, Perhaps, ventures in plugging the brand via television shows such as ‘Friends’, which saw Jennifer Animations working at Ralph Lauren head office consequently influencing viewers of the show.
To sum up, the brand has a unique personality, providing not just a brand but also a lifestyle for it’s customers. Nowadays, Ralph Lauren is allowing his son and other managers to take part in pushing the brand further. As a result they will be less likely to lose touch with today’s market and this is one of the greatest attributes that make the company stand out from the competitors.
