Brand and its Components Week 8

Transitioning to Digital and How to Get Started

AIM – PGCDM

Week 8: The Brand and Its Components

Required Activity 8.2: Brand Management Techniques

You have learnt multiple brand management techniques in this module. For this assignment, pick a
brand of your choice and describe how it follows brand management techniques. You may describe any
three of the brand management techniques discussed in the module.

Briefly describe the brand of your choice for this assignment.

The brands that I’m going to talk about for Branded Feature, Branded Programme and Ingredient
Branding are as follows:

Fashion Company: Christian Louboutin

BRAND: LOUBOUTINS

Christian Louboutin is a famous luxury shoe brand that was established in France. It is well renowned
for its distinctive trademark red sole. There are around 70 boutiques all over the world. Louboutin
items may be purchased on the official Louboutin website, certain department stores, and Louboutin
boutiques. The brand's fundamental qualities and ideals are considered to be lifestyle-related,
dramatic, and extraordinary.

Corporation: Disney Inc.

BRAND: DISNEY

The Walt Disney Company, sometimes known as Disney, is an American multinational media and
entertainment company based in Burbank, California at the Walt Disney Studios complex. With the
invention of the immensely recognized figure Mickey Mouse, who is the business's emblem, and the
beginning of animated films, the company quickly established itself as a leader in the animation
industry. Now they developed family entertainment with movies, theme parks, television, and radio,
not to mention items enjoyed by children and adults everywhere.

Corporation: DUPONT COMPANY

BRAND: TEFLON

In full E.I. du Pont de Nemours & Company, American corporation engaged primarily in bio-tech and
the manufacture of chemicals and pharmaceuticals. DuPont is one of the world’s largest producers of
chemicals and science-based products. And DuPont is responsible for developing innovative materials
such as Teflon. Teflon is a brand name for a synthetic chemical called polytetrafluoroethylene (PTFE).
Teflon is used to coat a variety of products like cookware because it’s waterproof, cuts down on
friction, and creates a nonstick surface.

Product Marketing Management

Brand and its Components Week 8
Transitioning to Digital and How to Get Started

1. Name of the Brand Management Technique 1

Describe how the brand of your choice utilises Brand Management Technique 1.

BRANDED FEATURE:

LOUBOUTIN

Main Key features on their brand:

 Red sole in most of their product line especially products catering to women. The red sole
signifies luxury and quality that still remains feminine.
 Premium shoes; that is considered as a status symbol.
 The brand is associated with glamor fashion, style, prominence, and luxury.

In the shoe world colour red sole is synonymous to the brand Louboutin. Even if you don’t
know the shoe once you see the red sole you know it’s their brand. The characteristic red sole
sets the shoes apart from other shoe manufacturers. The crimson sole has become a
trademark and will be permanently connected with the Louboutin brand identity.

The majority of Christian Louboutin’s clientele consists of rich individuals and celebrities
because the brand's shoes start at around $500. The brand's primary product line is shoes, but
in 2003 it added handbags and purses, and the first men's footwear collection debuted in 2011.
The brand's most recent addition is nail polish, which debuted in July 2014. With this most
recent addition, they hope to attract more customers who are less well-off because the nail
paint costs $50.

Women of all ages who want to seem attractive and seductive and who want to lengthen their
legs as much as possible make up the majority of the audience addressed by social media.

There are articles that says that the brand does not believe in advertising since owner believes
it is unnecessary; instead, he relies on the characteristic red color of the soles to do the work
for him, namely the product itself, which sells the shoes. Nonetheless, Christian Louboutin
began employing minor advertising campaigns that imitate shoes as art in 2009. These
advertising do not air on television, but rather in select editorial journals and department
shops.

This is an excellent illustration of how large corporations recognize the significance of color. As
in the case of Louboutin, he chose to litigate to defend his brand reputation. Branding colors
may be so strong that only the color is required to identify the brand.

Product Marketing Management

Brand and its Components Week 8
Transitioning to Digital and How to Get Started

2. Name of the Brand Management Technique 2

Describe how the brand of your choice utilises Brand Management Technique 2.

BRAND PROGRAM:

DISNEY

Disney Utilizes Brand Program through Various Products and Services such as;

 Studio entertainment (motion pictures, musical recordings, stage plays, etc.)

 Media networks (cable, TV, and radio programs)
 Parks and resorts (Disneyland, Walt Disney World Resort, themed hotels, etc.)
 Consumer products and interactive media (magazines, comic books, video games,
merchandise, etc.)

Disney has honed its brand experience so much over the years that it has become the standard for
newcomers entering the area. Disney excels in designing brand experiences, from the narrative
strategy used in its mascot emblem to the title sequences for its film and animation productions.

The studio from which the cartoon, animated film, or feature film is launched is the initial step in the
creation of every Disney product. Although the studios are a trial ground for brands, it is not a touch
point until it interacts with people in theaters, shops, and points of sale. The Walt Disney World
theme park, sometimes known as Disney World, fills that role.

Disney World was established by Walt Disney to engage with the public and reach out to them in
every way. That was the first brand experience concept that Disney put into practice. Disney has
honed its technique over the years to the point where it has become a singular interaction strategy,
with touch points developed for each of its flagship items and an emphasis on the senses rather than
just the eye.

Take its main attraction, "AVENGERS," as an example. This action-packed series, which has been a box
office success time and time again, doesn't end with the movie. The senses are attacked, and you are
physically and mentally touched by visual themes, live characters, parades, and theme parks. That is
how Disney World charms all of its visitors, young and old, from beginning to end.

You'll see that each business unit in Disney's business model has been strategically incorporated with
the goal of expanding the number of channels through which the company can easily push its
products and services to customers. From publications to organizations; media portals to media
network channels; vacation destinations to theatrical productions; interactive digital media to
consumer goods, etc.

Product Marketing Management

Brand and its Components Week 8
Transitioning to Digital and How to Get Started

3. Name of the Brand Management Technique 3

Describe how the brand of your choice utilises Brand Management Technique 3.

INGREDIENT BRAND:

TEFLON

The ingredient brand itself is synonymous with:

 Coating on cookware
 Soil and stain repellent for fabrics and textile products
 Superior coating in harsh manufacturing environments and industrial products

Teflon is a pioneer in ingredient branding. In fact, before Intel's iconic Intel Inside branding narrative,
this brand promoted the idea of ingredient branding. The story of Teflon is a classic and interesting
story on Ingredient Branding.

Teflon itself cannot be purchased, but a variety of cookware and kitchen appliances may be found
with its coating. Additionally, a Teflon-coated nonstick skillet has far more persuasive power than a
generic nonstick pan. Currently, Teflon has a global brand recall rate of over 98%, making it a strong
brand. The brand is practically a general term for applications requiring non-stickiness and anti-
corrosive qualities. As a consumer we use this brand in the automobile, clothing and in our kitchens.

The growth of Teflon from a chemical compound to a powerful ingredient brand was not by chance
but because of a very well executed branding strategy. Teflon's enormous success was first and
foremost due to the product itself. DuPont has the patent for the substance Teflon. As a result, the
brand is safeguarded against any danger from competitors. Competitors had to devise a strategy to
either get around the patent or locate a replacement. Teflon alternatives exist, but this patent posed
a significant barrier to entrance for would-be rivals.

The branding strategy adopted by Teflon was at three different levels.

 The ingredient brand must persuade the buyer about the brand's promise and utility at the
consumer level. At this stage, the ingredient brand must use multiple marketing initiatives to
market itself to customers.
 At the manufacturer level, Teflon has to convince the other manufacturers to co-brand with
itself in the promotions. They convinced about that teflon will bring more value if added to
there product.
 And lastly, they reinforced Teflon image by being an expert in the field. At this level, the
brand acts as endorser to the host brand where the consumer is assured that the host brand
will perform better because of the presence of the ingredient brand.

Product Marketing Management

Brand and its Components Week 8
Transitioning to Digital and How to Get Started

Sources:

LOUBOUTIN
https://www.britannica.com/biography/Christian-Louboutin
https://knowledge.wharton.upenn.edu/article/louboutin-red-soles/
https://karenhaller.com/journal/the-importance-of-colour-in-branding-why-louboutin-is-seeing-red/
https://www.italist.com/magazine/christian-louboutin-heels/

DISNEY:

https://en.wikipedia.org/wiki/The_Walt_Disney_Company
https://thewaltdisneycompany.com/
https://medium.com/@emily.sherwood/disneyland-s-brand-personality-6e3fb4138c01

Dupont

https://www.britannica.com/topic/DuPont-Company
https://www.investopedia.com/articles/company-insights/091016/top-5-companies-owned-dupont-
dd.asp
https://www.youtube.com/watch?v=aEIFhFk0gpY&ab_channel=TodayIFoundOut
https://stevens-tate.com/articles/ingredient-branding
https://www.teflon.com/en/news-events/history

Product Marketing Management