Fila brand development (unfinished)

BRAND DEVELOPMENT THROUGH BRAND IDENTITY & SERVICE

CONTENTS

AIM/OBJECTIVES SITUATION PROBLEM TARGET SOLUTION PROGRAM

DEFINITION OF BRANDING

THE MAIN PURPOSE OF BRANDING IS TO GET MORE PEOPLE TO BUY MORE STUFF FOR MORE YEARS AT A HIGHER PRICE (THE BRAND GAP - MARTY NEUMEIER)

DEFINITION OF BRAND DEVELOPMENT

THE PROCESS OF IMPROVING A BRAND OR IMPROVING CUSTOMERS’ KNOWLEDGE AND OPINIONS OF A BRAND (CAMBRIDGE DICTIONARY DEFINITION)

AIM/OBJECTIVE OUR MAIN AIM OF THIS RESEARCH IS TO STUDY HOW CAN WE DEVELOP A BRAND THROUGH BRAND STRATEGY. WE WILL RESEARCH BRAND DEVELOPMENT IN TWO PARTS, IDENTITY AND SERVICE, THROUGH CASE STUDIES. HEEJEUNG TO DEVELOP BRANDS, MAKE A ATTRACTIVE SERVICES FOR BRAND BY MAKING A SERVICES THROUGH CONCERT OR FESTIVAL FOR CUSTOMERS. ASHLEY TO IMPROVE A BRAND THROUGH BRAND IDENTITY BY EMBRACING THE QUALITY OF THE BRAND (IE. CLASSIC, HIPHOP LOOK & FEEL).

PLAN

22 March

29 March

5 April

12 April

19 April

definition of brand services find examples of good services and bad services secondary research: online articles , websites

questionnaire about our research

Research about competitor

Strategies

Application Review

observation about sportwear

suggestion

Application to brand some services

PLAN (CONT’D)

METHODOLOGY

METHODS

CASE STUDY

DESK RESEARCH: ARTICLES/JOURNALS/BOOKS CASE STUDY OBSERVATION QUESTIONNAIRE

PLAN

22 March

29 March

5 April

12 April

19 April

research information on brand development and brand image vs. brand identity

case study of brands that have good/bad brand image and brands images that have evolved

case study of brand that has improved through evolving brand image

Application of research suggestions of how to improve brand by brand image

Application of research - applying suggestions to an existing brand

secondary research: articles/books...

questionnaires/online/ books

secondary research: articles/books/reviews...

PLAN (CONT’D)

METHODOLOGY CASE STUDY

METHODS DESK RESEARCH: ARTICLES/JOURNALS/BOOKS CASE STUDY OBSERVATION QUESTIONNAIRE THE LOVE LETTER & THE BREAK UP LETTER

SECONDARY RESEARCH

BRAND SERVICES [BRAND EXPERIENCES]

SECONDARY RESEARCH

WHAT is BRAND SERVICES TO MAKE THIS BETTER !

WHAT YOU DO AND SAY

YOUR BRAND

HOW PEOPLE FEEL

Customer service in brand is the provision of service to customers before, during and after a purchase.

According to Turban et al. (2002),[1]" Customer service is a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer expectation."

SECONDARY RESEARCH THE CONSEQUENCES OF POOR CUSTOMER EXPERIENCE

WHY BRAND SERVICES is important 1 2 3 4 5 6 7

People have too many choices and too little time.

Most offerings have similar quality and features.

Consumers tend to base buying on trust.

Brand service is WHAT customers will remember.

Brand service reflects heavily on your entire business.

It shows customers you care.

It is a great marketing angle.

Even in a negative economy, customer experience is a high priority for consumers, with 60% often or always paying more for a better experience.

64%

of those,

60%

said they would stop doing business with an organisation after a poor customer experience

91%

would go on to by from a competing company

SOLVING ISSUES QUICKLY IS CRITICAL

SECONDARY RESEARCH

WHY BRAND SERVICES is important

SECONDARY RESEARCH

BRAND IDENTITY

SECONDARY RESEARCH

WHAT IS BRAND IDENTITY? HOW A BUSINESS WANTS A BRAND’S NAME, COMMUNICATION STYLE, LOGO AND OTHER VISUAL ELEMENTS TO BE PERCEIVED BY CONSUMERS. (INVESTOPEDIA.COM)

SECONDARY RESEARCH

WHAT IS BRAND IDENTITY?

THE WAY YOU WANT TO BE SEEN

BY YOUR CONSUMERS

SECONDARY RESEARCH

WHAT IS BRAND IDENTITY?

SECONDARY RESEARCH

BRAND IDENTITY VS. BRAND IMAGE

SECONDARY RESEARCH

JEAN-NOȄL KAPFERER - PH.D FROM NORTHWESTERN UNIVERSITY (KELLOGG BUSINESS SCHOOL) - HOLDS PERNOD-RICARD CHAIR ON MANAGEMENT OF PRESTIGE BRANDS - TEACHES IN CHINA, KOREA AND JAPAN - WORLD REPUTED EXPERT ON BRANDS - KNOWN FOR WORK ON BRAND IDENTITY, STRATEGIC BRAND MANAGEMENT, BRAND PORTFOLIOS, BRAND ARCHITECTURES AND PRESTIGE & LUXURY MANAGEMENT - AUTHOR OF MORE THAN ONE HUNDRED ARTICLES, PUBLISHED IN AMERICAN JOURNALS (MARKETING SCIENCE, THE JOURNAL OF MARKETING RESEARCH,...)

- CREATOR OF THE BRAND IDENTITY PRISM http://www.hec.edu/Faculty-Research/Faculty-Directory/KAPFERER-Jean-Noel

SECONDARY RESEARCH

BRAND IDENTITY PRISM -PHYSIQUE: product features, symbols and attributes -PERSONALITY: character & attitude -CULTURE: set of values -RELATIONSHIP: beliefs & association -REFLECTION: customer’s view of brand -SELF-IMAGE: internal mirror of customer as user of brand

Brand Identity Prism‘ by Jean-Noel Kapferer, The New Strategic Brand Management, 2012, p.

156

SECONDARY RESEARCH

LOGO:

TAGLINE: ‘open happiness’ LANGUAGE TONE: friendly, open, easy to approach

AESTHETIC STYLE: young, simple, bright

SECONDARY RESEARCH

BRAND IDENTITY PRISM

SECONDARY RESEARCH

CASE STUDY

SECONDARY RESEARCH

BACKGROUND RESEARCH

VS GLOBAL SPORTS BRANDS

KOREAN SPORTS BRANDS

http://www. rcsmediagroup. it/en/wpcontent/upload s/sites/2/1Q+Fil a.pdf

SECONDARY RESEARCH

WHY

FILA doesn’t get people’s interests

http://equity.co. kr/upfile/issue/2 012/10/15/1350 267244317.pdf

SECONDARY RESEARCH

WHY

SECONDARY RESEARCH

WHY

BACKGROUND RESEARCH

Established in 1991 as a FILA global footwear sourcing center and began domestic operation in 1992. (100% owned subsidiary by FILA Italy) FILA Korea became stand alone company from SBI Holdings after successful MBO in 2005. Continuous expansion in multiple apparel categories to sustain revenue growth and market penetration. (Golf, Kids, Underwear, Outdoor)

BACKGROUND RESEARCH

LOGO:

TAGLINE: ‘never give up’ LANGUAGE TONE: confident, energetic AESTHETIC STYLE: bright, bold, sophisticated

BACKGROUND RESEARCH

S W O T

SECONDARY RESEARCH

SECONDARY RESEARCH

BACKGROUND RESEARCH

‘JUST DO IT’

BACKGROUND RESEARCH

‘IMPOSSIBLE IS NOTHING’

BACKGROUND RESEARCH

BACKGROUND RESEARCH

WHY HIPHOP