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The Process of Utilizing Brand Architecture to Generate Brand Meaning and Strategic Direction
Stockholm University, Faculty of Social Sciences, School of Business.
2001 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Brand portfolios have become more concentrated, marked by the emergence of fewer and stronger brands. Existing brands are carrying more products and brand extensions are employed as a way to leverage already established brand equity. My thesis deals with Polo Ralph Lauren's brand portfolio. The brand architecture of the company has been explained in order to analyze the strategic direction and brand meaning involved. My purpose being to (1) identify what brand identities, portfolio roles, market roles are represented though Polo's various ads and logos (2) based on the messages communicated in the ads and logos, locate and position the brand's place in the company's brand architecture (3) to link the brands interaction with one another to be able to identify and examine on a broader scope the universal identity linking the brands together, the branding strategy communicated, and possible developments in the future. Polo Ralph Lauren's brand architecture reveals the company’s ability to create brands with a strong link to the brand kernel. Ralph Lauren’s brand equity is leveraged and extended in different directions. Emphasis is on Ralph Lauren's core competence: their luxurious lifestyle experience. Brands derive their identity from this concept, but have their own specific niche: fulfilling a particular dimension of the Ralph Lauren world. There is a consistent and continual strategy to actualize the world that Polo Ralph Lauren embodies.

Place, publisher, year, edition, pages
2001.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-2698OAI: oai:DiVA.org:su-2698DiVA, id: diva2:191765
Uppsok
samhälle/juridik
Available from: 2007-01-05 Created: 2007-01-05

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