PROPAGANDA: BRAND STRATEGY LECTURE

PROPAGANDA: BRAND STRATEGY LECTURE:

Our starting point: Brand Discovery:

Immersion:

Understand Business and Market:

Internal Audit:

- Kick off session with core team
- 1-2-1 interviews

Marketing Mapping:

- Client sector audit

- Review potential target markets

Digital:

- Sector trend audit

- Competitor audit

- Brand audit

Insight:

Understand Opportunity:

Hypothesis Development:

- Proposition headline and narrative development

Qualitative Research:

- Current/lapsed customers

-Prospective customers

- Stakeholders

Industry influencers

Quantitative Research:

- Customer/prospect survey

Brand Development:

Define the Brand:

Brand Positioning:

- Brand proposal

- Compelling

- Differentiating

- Future - Focused

- Single minded

- Credible

Brand articulation:

- Brand name

- Brand narrative

- Tone of voice

Look and feel

Strategy:

Define the Brand:

Marketing Strategy:

- 12-18 month roadmap of marketing activity and tactics

Debrief to Include:

- Insights

- Brand proposition

- Brand articulation

- Strategic recommendations

Case studies:

- Illamasqua

- Ann Summers

- Tangle teezer

- Gym King - loyalti

Defining the Strategy:

THERE ARE 3 WAYS FOR A BRAND TO GROW:

- AQUISITION (attract new customers)

- FREQUENCY (increase regularity of purchase)

- AVERAGE WEIGHT OF PURCHASE (increase number of products purchased)

Brand Requirements:

IDENTITY AND ASSETS:

Consistent global branding:

- logo

- product

- photography

- global guidelines

PACKAGING:

Improving messaging at point of purchase:

- why should i buy?

connecting

- what does gifting look like?

DISTRIBUTOR COMMUNICATION:

Engage and support:

- distributor conference

- co-author plans in each market

- newsletter

WEBSITE:

Building a big brand approach to online and driving sales at best margin:

- usability

- visual improvement

- launch of personalised products

- global solution

EDUCATION:

Educating the benefits of the product:

- proving the benefits

- how to's

- 2 step sell

SALES STRATEGY AND SUPPORT:

Approach to sales to re-engage existing customers and convert new prospects:

- key messaging

- printed/presentation support for retail

- brand plans

CHANNEL BRANDING:

Collateral to achieve consistent brand presence in retail:

- POS

- assets for retailers to use across online and social

Comments

FINAL BRAND POSITIONING MAP

Victoria’s Secret’s top competitors as of January 2019 are Calvin Klein, Ralph Lauren and Donna Karan New York, and all three just like Victoria’s Secret, work in the Systems Software Industry, which is a type of computer programmer that is used to run a computer’s applications. In addition, as found in some primary research that has been conducted of an Instagram Poll. There are also many other brands that are competitors of Victoria’s Secret. For example, Ann Summers, Boux Avenue, Primark and H&M. There are a large amount of competitors that consumers would lean towards rather than Victoria’s Secret because they are cheaper, better quality and have better ethics/morals and therefore customers have more respect for those brands. Even though Victoria’s Secret is a successful business, alternative brands have many features buyers worship that Victoria’s Secret do not have, resulting in a loss of sales for the company.

BRAND POSITIONING MAP

This is my brand positioning map/first attempt of the one I will be submitting; I may add/change some of the brand around once even more research has been conducted. The points I decided to go for in this brand positioning map is 'HIGH PRICE', 'LOW PRICE', 'HIGH QUALITY' AND 'LOW QUALITY'. I believe these are good points as it shows if the price of the products matches up to the quality and portrays whether you actually get for what you pay for. These brands on the map are all of different levels of quality and price and I have placed them according to where I believe they should go.

BRAND POSITIONING MAPS

BRAND POSITIONING MAPS: These are all some examples of brand positioning maps regarding a number of different things about Victoria's Secret: References: 1. https://prezi.com/rx4ha_coaulh/untitled-prezi/ 2. https://businessinsidewear.wordpress.com/tag/brand-architectures/ 3. https://www.slideshare.net/SrishtiGupta11/victorias-secret-communication-strategies-analysis 4. https://townsendunt.wordpress.com/mdse-3850-promotion-of-apparel-and-home-furnishings/positioning-pink-map/ 5. https://www.sharon-cronin.com/corporate-design-iii 6. https://www.slideshare.net/RianeTabti/victorias-secret-brand-audit-2014 7. http://vincos.it/2015/11/05/i-migliori-brand-di-moda-su-instagram-il-retail-vince-sul-lusso/ 8. http://portfolios.scad.edu/gallery/14264055/Buying-Plan-Victorias-Secret 9. https://www.picsunday.com/p/L-Oreal-SWOT-analysis.html 10. https://www.quirks.co...

Fashion Management and Marketing One

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