BRAND MANAGEMENT & RESEARCH Essay Example | Topics and Well Written Essays - 2500 words

BRAND MANAGEMENT & RESEARCH - Essay Example send name and image of the company is so important and its implications are so far reaching that it cannot be ignored. It explains the fact that why managers today put so much emphasis on positioning and pock the organization. This paper aims at studying the effectiveness of the brand UGG with special reference to the three major criteria brand mensurate, brand image and brand positioning. Brand is a connection between brand takeer and the customer. So this paper aims to analyze the effectiveness of brand from the perspective of both. The strengths and weaknesses of the brand will also be analyzed. UGG The invoice of UGG registered trade mark of Australia began in 1978, when Brian Smith, a young surfer, introduced his sheep skin boots in California and became popular among surfers. It was acquired by Deckers outdoor corporation in 1995. In the next couple of years product statement grew to include two boots, four slippers, and a f ew casuals. It was only in 1998 that UGG came in the magnetic inclination of the beingnesss finest footwear. UGG was positioned as the high end luxury product and brand and a dueting remove marketing and distribution strategy was adopted. This high end product, symbol of luxury and comfort, soon started expanding beyond Australia and beaches of California. In 2003 it was named brand of the year in footwear news. The brand promise of UGG is accessible luxury. Their products fit into the everyday action of the customers. Their products are fashionable, comfortable and yet attainable and that explains their philosophy. The target customers are those people who value luxury, comfort and highest spirit footwear. The character reference is ensured by using the highest quality of leather, suede and worlds finest sheepskin. Their mission statement is UGG Australia markets the premier(a) brand in luxury and comfort. UGG has their concept stores in North America, Europe and Asia P acific. Apart from that they have their own authorized retailers and authorized online retailers almost all over the world (UGG, 2011). Brand Value Todays world is flooded with brands. We have witnessed the branding of almost everything around us including people. Even places, institutes, events, literally everything is branded. The list also includes intangible products such as cyber brands. Building brands is not enough because it not only raises antepast and demands from the customers but the brand has to live up to the promise (Parameswaran, 2006). Same is true for UGG brand that now set up the sheep skin boots in over 100 countries. Ugg has been the generic name for sheepskin boots in rural Australia and unfermented Zealand since 1920s. In this globalized world where businesses and consumers are separated, brands act as an important communication tool. A brand is an aura that surrounds any product or service and creates the differentiation criteria for the customer from the competitors by communicating the benefits of the products and services. UGG represents luxurious and quality sheep skin shoes etc. Brand communication which emphasizes on the holistic nature and brand value takes into account all the communication channels and the audiences. In this model CEO is the ultimate brand manager, who also defines the long term strategic direction of the brand. It is the job of the brand manager to ensure the closest match between customer expectations and the band promise. It is the unique balance and the