Programme MSc Management

Module name Management Essentials

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BRAND BUILDING IN THE DIGITAL AGE

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BPP School of Business and Technology
Brand Building in the Digital
Age
CONTENTS
INTRODUCTION......................................................................................................................1
NEW COUNTRY......................................................................................................................1
Market growth........................................................................................................................1
NEW BRAND............................................................................................................................2
Overview of the new brand....................................................................................................2
Product offerings....................................................................................................................2
LAUNCH PLAN........................................................................................................................3
Intent of the new brand...........................................................................................................3
Market segmentation..............................................................................................................3
Target market..........................................................................................................................3
Competitors............................................................................................................................3
Brand positioning...................................................................................................................3
Marketing channels for launch...............................................................................................3
REFERENCES...........................................................................................................................7
INTRODUCTION
Because of the rising level of globalization, each and every company is anticipating to
move towards the international market. Further, there has been rising level of competition
from the local as well as international markets and thus, brands are exploring overseas market
as a sub-section of their internationalization and diversification strategy. Considering this, the
current proposal also deals with the launching of a new fashion brand into entirely new
international market (Adler, 2018). The case company chosen for the current purpose of
Gymshark, which is one of the successful gym wear fashion brands of UK selling products
directly to the consumers. They are doing successful business from years and now adopting
internationalization strategy. As a digital branding consultant, the main goal of the current
research report is to plan a pitch a proposal for a new fashion brand called “Maho Western
Wear”. The international market or nation for the expansion of the Gymshark is Houston,
USA. Furthermore, a budget of 10 million has been allocated for this expansion project. The
proposal will involve an overview of the country in which the company should launch its
brand and will also throw some light on the new brand. Further, the proposal will also include
a launch plan for bringing this new brand into the market.

NEW COUNTRY
Gymshark company is operating in the market of UK since 2012 by Ben Francis. He
has been successful enough in taking the company to the desired growth level. As a part of
their internationalization and diversification strategy they are planning to launch a new
fashion brand known as “Maho Western Wear”. As a branding consultant, it is suggested to
the company to launch and step in Houston, USA as there is a rising demand for an apparel
store which caters to the African-American cowboy community in Houston Texas. The main
mission of the Maho will be to provide quality and branded western wear in variety of sizes
as well as styles for accommodating all varying body shapes as well as styles (McKay and
Peters, 2017). In addition to this, Houston is being selected as with the rise in the
participation by professional African-American cowboys like calf roper Fred Whitfield from
Houston, more and more people are now having awareness of the role of African-Americans
and their contribution in the cowboy community.

Market growth
Market growth is in a mounting gesticulation, irrespective of the current financial
crises in the Houston. As per the report by the City of Houston Economy & Trade, the city

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has secured a second position in the rate of job growth between the ten largest cities of USA.
The city is also predicated to attain an optimistic level of growth. Other than this, the city is
also being known as the best city in the USA for initiating a new business. considering all
these reasons and more, Houston is being regarded as a financial leader in United States of
America. Furthermore, the Black Enterprise has ranked Houston as the top city of the country
for blacks on the basis of the income potential, proximity to the employers, cost of living and
housing. Considering the market growth, Maho Western Wear will be first and the only
African-American owned western apparel store in the city of Houston (Butler, 2016). The
main intention of the brand is to obtain around eighty percent of the share in the market and
to become a dominant centre of spending action for African-American cowboy population
and others people who love to attire western apparel.

NEW BRAND
Overview of the new brand
The new fashion brand will be known as “Maho Western Wear” and it will be
catering to the African-American cowboy community in Houston Texas (Brexendorf and
Keller, 2017). Mahi Western Wear will be a limited liability company and there will be two
partners that is Ben Francis and John Lutein. The main aim of the brand will be to serve the
local African-American cowboy society which faces some of the other challenges in
searching out western clothes or apparels that fits into their larger frames. In addition to this,
this new brand will also be going to serve the Hispanic community which are generally
having a slimmer as well as shorter frame. As the present brand Gymshark is quite successful
in a consumer gym wear fashion brand and comprehends the market and the products where
they operate. In the same manner, this new fashion brand Maho Western Wear will also
understand the local needs of the market of Huston and offer products accordingly.

Product offerings
 Branded western wear in variety of sizes as well as styles for accommodating all
varying body shapes as well as styles
 Top-notch personalized customer service to the customer

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LAUNCH PLAN
Intent of the new brand
The main aim of the new brand in the context of the launch plan is to create
awareness of the new brand in the target market so that more and more customers are
attracted towards the brand.

Market segmentation
Market segmentation is being as the process of determining the targeted or potential
audience for tailoring the new brand and its products. The segmentation of the market will be
based on the demographic and psychographic segmentation

Target market
 The main target market for the new fashion brand will be African-American cowboys
located in the southern part of Houston.
 The secondary target market for the new fashion brand will be Hispanic community in
the area.
 The other will be the curiosity seekers

Competitors
There are three alternatives being available of Maho Western Wear in Houston USA and
these are:
 Barbecue Hall of Fame
 Cavender’s Boot City
 Turner Saddlery

Brand positioning
It is being referred as a strategy of positioning the brand in the minds of the
consumers (Muzellec and Lambkin, 2019). The new fashion brand will position itself on the
basis of price, quality as well as product features.

Marketing channels for launch

Different marketing channels will be used for spreading the awareness of the
launching of the new brand in the markets of Huston, USA such as social media marketing,
email marketing and advertisement (Sajid, 2021).

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REFERENCES
Books and journals
Adler, N., 2018. International dimensions of organizational behaviour. 5thed. Cincinnati,
Ohio: South-Western.
Brexendorf, T.O. and Keller, K.L., 2017. Leveraging the corporate brand. European Journal
of Marketing. 51(9/10). pp.1530–1551.
Butler, D.F., 2016. Business Planning for New Ventures. New York, NY: Routledge.
McKay, D.A. and Peters, D.A., 2017. You want me to write a business plan? Capital
budgeting fundamentals for the plastic surgeon. Can J Plastic Surg. 21. pp.07-108.
Muzellec, L. and Lambkin, M.C., 2019. Corporate branding and brand architecture: A
conceptual framework. Marketing Theory, 9(1), pp.39–54.
Online references
Sajid, A., 2021. Ultimate Product Launch Marketing Plan for Startups. [Online]. Available
through: <https://www.cloudways.com/blog/product-launch-marketing-plan/>.
[Accessed on 5thJan 2022].