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Ralph Lauren: Brand Architecture - Case Study Example

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According to the findings of the paper "Ralph Lauren: Brand Architecture", it can, therefore, be said that developing brand identity in relation to the traits and behaviors of consumers could lead to brand loyalty that is guided by principles, features, and monetary considerations…
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Ralph Lauren: Brand Architecture
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Download file to see previous pages “The Ralph Lauren's brand names, which include Polo by Ralph Lauren, Ralph Lauren Purple Label, Ralph Lauren Collection, Black Label, Blue Label, Lauren by Ralph Lauren, RRL, RLX, Ralph Lauren Childrenswear, Denim & Supply Ralph Lauren, Chaps and Club Monaco, constitute one of the worlds most widely recognized families of consumer brands” (Ralph Lauren, 2013). The company also operates restaurants and retail stores in several countries under its brand name and some of the lines such as Polo Sport and Polo denim have been retired in line with the corporate objectives.
Ries and Trout define brand positioning as "an organized system for finding a window in the mind. It is based on the concept that communication can only take place at the right time and under the right circumstances" (2001, p.19). The space for a product in the brand relationship spectrum in relation to branded-house as in the case of Ralph Lauren should justify enhancement in value of the product, credibility in its association and the communication as perceived by consumers. However, these criteria would vary in the case of the house of brands as it involves the creation or existence of several separate brands. Hogan (n.d.) stated “Laurens clothing is positioned as the choice "for people who care more about looking good than being fashionable." This is a gutsy position to take in the designers arena-and one that only recently succeeded in Lauren being named the designer of the year by the Council of Fashion Designers of America. The brand attributes are simple, clean, aspirational and upscale. Ralph Lauren’s meticulous line extension to all the products speaks about its brand positioning and brand management. The fashion brands are developed with a view to enhancing the profile or personality of the consumers in tune with their expectations taking into account various aspects such as the cultural background of the consumers, demographics, social status and attitude shaped up by psychological factors which are individualistic in nature based on self-concept theory. ...Download file to see next pages Read More
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