Brands Mood Boards & Critiques Brigette Foot SID: 13173364
Contents Brand Critiques Chanel……………………Page 03 Walt Disney……………Page 05 Tiffany & Co…………..Page 07
Mood Boards Samantha Wills..…….Page 09 Kora Organics...........Page 11 Lorna Jane……….…….Page 13
Chanel is a world-renowned luxury brand, famous for introducing females to sophisticated and elegant masculinity. The brand is most famous for Chanel No 5 perfume, ‘The Little Black Dress’ and the iconic female suit. Chanel embodies the success of personal branding. Chanel’s brand values of strength, sophisticated elegance, love and timelessness are reflected through the personality and spirit of founder, Gabrielle ‘Coco’ Chanel. Coco was an ambitious, strong and enchanting feminist who revitalised classical styling and changed the face of fashion forever (Graj, 2013). Coco is the brand, and it is her legacy which remains the forefront of the brand, even under the current creative direction of Karl Lagerfield. Customer-Based Brand Equity has been an imperative influence in the overall success and longevity of Chanel (Keller, 2001). As a top-of-mind brand for luxury fashion and cosmetic items, Chanel has high brand salience because it can be recalled and recognised by all ages around the world. This is further enhanced through its simplistic but distinguishable logo and regular celebrity endorsements in advertisements and exclusive celebrity events.
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In order to be irreplaceable, one must be different ~Coco Chanel~
luggage and sunglasses, there is still the challenge to expand customer bases and geographic reach without comprising their equity. Leveraging brand values into further new markets such as luxury furniture and homewares could be a feasible opportunity. However, as the 82nd most powerful brand in the world with a brand value of $6.2 billion (Forbes, 2012), and Lagerfield’s passionate and creative ability to constantly innovate and evolve the fashion industry, there is no doubt Chanel will remain modern and at the forefront of luxury fashion brands for many more years to come.
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Chanel
Chanel also asserts strong brand imagery and meaning through the use of personal branding and embracement of Coco’s history and personality (Keller, 2001). Audiences see Chanel as a sentimental and irreplaceable premium priced brand adored and demanded by socialites, aristocrats and celebrities (Management, 2011). Therefore, the brand is mainly associated with those in search of fulfilling social needs and selfactualisation; the top two tiers of Maslow’s Hierarchy of Needs (McLeod, 2013).
Every touch point with the brand exudes Chanel’s distinctive identity. Representation in magazines, such as Vogue, reflects Chanel’s prestige and wealthy positioning in society (Management, 2011). Whilst using celebrity endorsements through the diffusion of innovations theory also assists in maintaining the Chanel identity. Their website, ‘Inside Chanel’ videos and selective store locations and distribution channels enhances the Chanel legend. But the question remains, how, and will, it remain on top? Whilst the core brand values have been extended into male perfume, skincare, travel
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Disney lives worldwide, prominent through every childhood and every family. The Disney brand personality resonates with everyone through childhood memories of laughter, storytelling, fairy tales and most importantly, imagination. Every subsequent touch point with the brand continues to radiate these personality traits and reinforce the timeless and happy culture. Disney is most famous for its cartoons, movies, television shows, merchandise and amusement parks where ‘magic happens and dreams come true’. However, as the largest entertainment company in the world, Disney has very effectively leveraged their brand through entering other markets including airlines, travel agencies, real estate, university programs and design studios (Disney, 2011). Unfortunately, in recent years bad publicity has formed surrounding the quality of products, challenging the audience’s beliefs in Disney’s brand
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Laughter is timeless, imagination has no age, and dreams are forever ~Walt Disney~
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Walt Disney
values of honesty and integrity (Disney Institute, 2012). However, with the brand almost a century in age, and now as the 13th most powerful brand in the world with a brand value of $103.96 billion, the longevity of the brand’s existence should be commended to the brand’s creativity and innovation to continuously create timeless stories which capture the imagination and desire to dream (Forbes, 2012).
programs, such as Selena Gomez, Zac Efron and Demi Lovato, and the darker, more action packed remake of Alice in Wonderland to enhance brand equity and modernise the brand’s image amongst teenagers (Keller, 2001). It is also imperative for Disney to see technology as an opportunity to unleash different means of imaginative storytelling and to revolutionise the way audiences can experience their dreams (Ryan, 2011). Disney’s brand equity of fun, family-oriented entertainment are enhanced through their globally recognised logo, well recognised castle at the beginning of films, slogans such as ‘the happiest place on earth’ and ‘where dreams come true’ and the presentation and happy customer service of the staff at the amusement parks. These consistent representations assist in creating and sustaining lifelong relationships with consumers, as well as ensure high brand salience and strength.
Disney targets those who seek love and belonging in the hierarchy of needs by providing ways for them to escape the harsh realities of the world and for them to live their dreams (McLeod, 2013). This universal need allows the brand to emotionally target the young and the ‘young at heart’ and therefore positions them as a brand which can be easily recalled by all generations and different cultures across the globe. The success of Disney’s future will rest on their ability to create characters and stories which reflect society’s changing values. More recently Disney has used characters from their movies and television
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Tiffany & Co has been celebrating the world’s greatest love stories and life’s most special moments since 1837. The Brand has acquired a rich reputation for its craftsmanship and luxurious, high quality jewellery (Age of Aquarius , 2010). Customer-Based Brand Equity has been significantly influential in The Brand’s 176 years of success (Keller, 2001). Ranked as one of the world’s most powerful luxury brands with brand value estimated at $5.16 billion, there is no doubt that brand salience, strength and image are very high (Forbes, 2013). Tiffany and Co is consistently clear in communicating their brand values (high quality, impeccable craftsmanship, integrity, prestige and elegance) positioning as a top-of-mind luxury jeweller and ‘gift giver’ throughout all touch points. Due to this distinct brand imagery over an extended period of time, Tiffany and Co has high brand salience with great breadth and width (brandtiffanyandco, 2012).
The globally recognised classic logo makes every woman’s heart soar. The ‘tiffany blue’ colour has been patented and become the world renowned symbol of elegance, sophistication and love.
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Tiffany stands for beauty, style, quality and constancy. ~Audrey Hepburn-
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Tiffany & Co.
The Brand uses emotional cues to exude intangible feelings of warmth, love and happiness to give every girl something to dream about; to receive a box of love; the little ‘blue tiffany box’.
The introduction of a ‘what makes true love’ application, marketing campaign and dedicated section on their website, encourages audiences to interact with the brand and share their special moments though photography (Age of Aquarius , 2010).
Whilst the positioning of stores on high class streets reinforces the luxurious images of the brand, the Tiffany Ball attracts the highest profiled celebrities from all over the world to dress in tiffany blue and wear their precious jewels to further strengthen the brand’s prestige and desire. Another significant feature of Tiffany and Co’s branding is their culture. This has ensured the sustainability of The Brand through giving consumers something to believe in. Everything from the extremely personal and high class insstore customer service, to social media and their website, Tiffany and Co give women the belief in passion and endless love, and the hope to experience and celebrate their special moments in life’s journey. If Tiffany and Co can continue to respond to market changes and innovate their brand whilst still living their legend, then Tiffany and Co will remain a timeless brand for centuries to come.
The timeless design of the ‘Tiffany Box’ has become an international sign that a magical moment in one’s life has arose. This symbol of elegance is so important to the brand that staffs are trained in a specific way to tie the iconic white ribbon around the box (brandtiffanyandco, 2012). The recent increase in profits and continued brand success is owed to the simple branding power of this box and its use in hundreds of advertising campaigns (Tiffany & Co, 2013).
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Samantha Wills Year Founded: 2004 Place Founded: Sydney, Australia Samantha Wills’ unique vintage and bohemian wearable luxury is what first attracted me to the brand. It was then I fell in love with the honesty and uniqueness of the brand, as well as the inspiring story behind the brand’s humble beginnings. The brand consistently reflects the delicate, feminine and explorative personality of founder, Samantha Wills, through her blogs and social media where we live her life through her own eyes and photography. She regular uploads beautiful fresh blooms, special things she saw that day, and inspiring life quotes handwritten in her perfected calligraphy style. Her adventurist side is also mirrored through the unique journey of each of her collection pieces and how they were creatively inspired from her travels around the world. The displays of her products in stores also reflect this, and so too do the uniquely handcrafter wooden mango boxes which every product comes packaged in. The brand reflects women who are stylish, savvy, feminine, love intricate detail and desire the high quality, high end luxury fashion and cosmetic items (Smith, 2013) . More specifically, the brand reflects a lifestyle of socialising, love, friendship, happiness, adventure and the ability to see beauty in even the smallest of things.
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Kora Organics Founded: 2005, Launched: 2009 Place Founded: Sydney, Australia Kora Organics by Miranda Kerr is a 100% Australian owned and manufactured certified organic skin care line. (Kora Organics , 2013). Whilst Miranda is the core endorser of her brand, she is also significantly involved in product formulation, financing, and the day to day operations of the company. Kora reflects Miranda Kerr’s organic and nurturing perspective on life and the key to her flawless, glowing skin. The ingredients are all certified organic and of incomparable quality to any other products in the market because they are of the highest quality. The three key ingredients are Noni, rosehip and rose quartz. While Noni encapsulates Miranda’s childhood experiences and her grandmother’s introduction to the miracle fruit, the rose quartz is used to filter the water in the products and filter the brand’s love through to their consumers (Kora Organics , 2013). Kora is also passionate about education, constantly reminding consumers that their skin is their body’s largest organ; with 70% of the average 200 chemicals put on their skin each day, soaking into their bloodstream (Kora Organics , 2013). Kora’s products are so good for you that it could be fed to a baby without any negative impacts. . However, the brand is not just about skin care. Kora promotes a well-balanced and healthy lifestyle encompassing caring for your mind, body and spirit. It’s about ‘nurturing your inner core, your inner and outer self and taking the time out to rejuvenate and reflect on life’ (Kora Organics , 2013). These values are reflected through all touch points with the brand, including the unique empowering words printed on each product (peace, happiness, joy, contentment, gratitude etc). Over a year ago I fell in love with the products and the brand’s holistic wellbeing. I associate the brand with calmness and the reminder to take time out to relax and look after myself. To me the brand is gentle and light like a feather and pure like a lotus flower.
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Lorna Jane Founded: 1990 First store: Brisbane, 1993 Lorna Jane is an Australian leader in fashionable active wear for women (Lorna Jane, 2013). However, to me and her loyal customers, Lorna Jane is more than a clothing label; it is a lifestyle. She has revolutionised the active wear wardrobe, allowing women to look good whilst exercising, and therefore making us feel more confident and motivated to live healthy. The Lorna Jane brand is centred on the inspirational ‘Move, Nourish and Believe’ philosophy which founder, Lorna Clarkson, believes helped her achieve her dreams (Lorna Jane, 2013). Lorna aims to empower women by encouraging them to ‘move’ their bodies every day, ‘nourish’ themselves from the inside out and to ‘believe’ in themselves that anything is possible if they work hard enough (Lorna Jane, 2013). Her audiences are the ‘sporty, sexy and stylish’ women who appreciate living an active lifestyle and the physical and mental benefits associated with it. Brand touch points through the website, products, social media, blogs and store ambience, portray the brand as fun, colourful and happy; much like a rainbow. Lorna Jane’s instagram account is filled with inspirational and motivational quotes, healthy recipes for juices, treats and meals, and fitness exercises for everyone to try. A recurring theme is also the promotion of getting outdoors and enjoying nature while you exercise.
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References Age of Aquarius . (2010). History of Tiffant & Co. Retrieved from http://ageofaquarius.hubpages.com/hub/History-of-Tiffany-Co Brandopedia. (2009). Disney. Retrieved from http://iron.lmc.gatech.edu/classes/famiglietti/engl1101_a/mediawiki-1.15.1/index.php/Disney brandtiffanyandco. (2012). Tiffany and Co. Retrieved from http://brandtiffanyandco.wordpress.com/cbbe-pyramid/ Disney Institute. (2012). Brand Loyalty. Retrieved from Disney Institute: http://disneyinstitute.com/courses/brand-loyalty/ Disney, W. (2011). Product Concepts. Retrieved from The Walt Disney Company: http://thewaltdisneyco.blogspot.com.au/2011/10/chapter-10-product-concepts.html Forbes. (2012, October). World's Most Powerful Brands. Retrieved from Forbes: http://www.forbes.com/companies/chanel/ Forbes. (2013). Most Powerful Luxury Brands. Retrieved from Forbes: Customer-Based Brand Equity has been an imperative influence in the overall success and longevity of Chanel (Keller, 2001) Graj, S. (2013, Feburary 02). Coco Chanel: Personal Branding Legend. Retrieved from Forbes: http://www.forbes.com/sites/simongraj/2013/02/20/coco-chanel-personalbranding-legend/ Keller, K. L. (2001). Building Customer-Based Brand Equity:. Retrieved from http://202.120.148.199/files/Custome%2BrBased%2Bbrand%2BEquity%2BModel.pdf King, J. (2013, September 13). Chanel explores brand roots via social video. Retrieved from Luxury Daily: http://www.luxurydaily.com/chanel-explores-its-roots-via-socialvideo/ Kora Organics . (2013). Retrieved from Kora Organics : http://www.koraorganics.com/faq Lorna Jane. (2013). Our Brand. Retrieved from Lorna Jane: http://www.lornajane.com.au/about/brand Lorna Jane. (2013). Our Philosophy. Retrieved from Lorna Jane: http://www.lornajane.com.au/about/philosophy Management, C. B. (2011). The Chanel Brand. Retrieved from Corporate Brands Management : http://corporatebrands.wordpress.com/chanel/ McLeod, S. (2013). Maslow's Heirarchy of Needs. Retrieved from http://www.simplypsychology.org/maslow.html Ryan, M. (2011). Best Global Brands 2011. Retrieved from Interbrand: http://www.interbrand.com/nl/best-global-brands/previous-years/Best-Global-Brands-2011/DisneyMatthewRyan.aspx Smith, K. (2013). Interview with Samantha Wills . Retrieved from Webwombat: http://www.webwombat.com.au/lifestyle/fashion_beauty/interview-with-samantha-wills.htm Tiffany & Co. (2013). History. Retrieved from Tiffany & Co: http://press.tiffany.com/ViewBackgrounder.aspx?backgrounderId=33