Prof.

Anup Raj
CMP
< at are te issues in te case. Please write on
your notebook.
< How "Hallmark dwelt wit tem
< %e brand "borrows some brand knowledge and
brand equity from oter entities
< ndirect approac leveraging secondary brand
knowledge- Link te brand wit
Companies
Countries
Cannels
Oter brands
Caracters
Spokespersons
Events
< %ree main branding option exists for a new
product
Create a new brand
Adopt or modify an existing brand
Combine an existing and a new brand
< A corporate or family brand can be source of
brand equity
The AIIen SoIIy brand has been in existence
since 1744 and is currentIy a trademark of
WiIIiam HoIIins & Co. Ltd.., EngIand.
This InternationaI brand is today the
symboI of adventurous informaI
dressing.
"For the souI that questions
corporate formaIity, its the brand
that provides a weII dressed way
out."
< A weII known brand of men's cIothing
< They were responsibIe for the concept of
'Friday Dressing'.
< Wide variety of Trousers and Shirts for men,
(continuousIy reinforced with
commerciaIs,press ads and promos)
< Through association with Friday Dressing in
India, this InternationaI brand is today the
symboI of a genre that has rescued business
dressing from a dip in corporate starch
!ositioned
as
ReIaxed Work
Wear!!
!ositioning- luxury lifestyle brand
Positioning- Corporate ork ear
Positioning- Economy Brand
< erchandise
fasion forward, innovative, cotton, pre - wased
range
< StyIing
relaxed, broader silouettes, wider body blocks
< RetaiI Identity
exclusive, interactive, colour blocked displays,
international design
Contemporary
Non-conformist
IndividuaIistic
< In a survey carried out by the company
among 500 consumers of the menswear
brand , they ranked high on
W Low need to conform
W Ambitious
W Experimentative
W Fashion conscious
W SeIf assured
< Madura Garments noticed demand going up for
Size 26 and 28 trousers in te Allen Solly brand
< it investigated - and found tat women were
buying tose for temselves
< t also found tat women were admiring te
colours te clotes came in
< %ey decided tat Allen Solly would become te
most suitable veicle to test-launc estern
womenswear
< te range is aimed at te SEC A working woman
wo is looking for alternative clotes
< "relaxed and contemporary but not disrespectful
of er own background
< Hence te "original" western styling wic is
"tempered to ndian consumer needs
< Allen Solly as been furter diversified from
women's wear to accessories and denims
< Company is probing to take te brand into kids
wear
Does it make Brand Sense?
< at amounts to "western work wear for women
in ndia?
< at will expedite te acceptance of western
wear to work by ndian women?
< How successful do you tink will branded work
wear for women's be in te ndian context?
W it suc a strong association wit
menswear, will a wole new range of
women's cloting wit te Allen Solly
name actually work?
W at impact will tis move ave on te
men's segment?
"&ESTIONS FOR DISC&SSION
< Country or geograpic location from wic te
product originates can also be linked to te brand
and generate secondary association
asmiri Apple
talian suits
< Retail stores
Access
Store atmospere
Price and promotions
< istributors
< Co-branding occurs wen two or more existing
brands are combined into a joint product or are
marketed togeter
Advantage isadvantage
< Leverage equity you
don't ave
< Reduce cost of product
introduction
< Expand brand meaning
into related category
< ncrease access points
< Source of additional
reveneu
< Loss of control
< Risk of brand equity
dilution
< Negative feedback
effects
< Lack of brand focus and
clarity
< Oganizational distraction
< A special case of co-branding is ingredient
branding wic creates brand equity for materials,
components , or parts tat are necessarily
contained witin oter branded products
%eflon non stic coating
ntel processor
< Licensing creates contractual arrangements
wereby firms can use te names , logos,
caracters, and so fort of oter brands for some
fixed fee
Renting anoter brand to contribute to te brand equity of
its own product
Overexposed brand due to multiple licensing
Licensing rigts to protect
Corporate trademark licensing licensing of company
names, logos , or brands
< A famous person can draw attention to a brand and
sape te perception of te brand
By virtue of te influences tat consumers make based on te
knowledge tey ave about te famous person
< Endorser ( due to many endorsements) may lack any
specific product meaning
< %ere must be reasonable matc between celebrity
and te product
< Celebrity endorser can get in trouble or lose
popularity- lack of control
< istract attention from te brand in ads