Brand Management Project

Branding Strategies of
 Schools of thought

#1 #2

Management

Marketing
Management Brand
Brand
Marketing Marketing

Brand Management

Objectives
• Branding strategy
• The consequent implications for product strategy
• Ultimately, the implications for business strategy
Brand Strategy
Name (the first impression)

Category Definition (a general identification)

Positioning Line (the arrow for the deliverable)

The Enduring Visual (compelling reason to buy)

Celebrity (the Persona / Outward Personality)

Territory, the mind

of the consumer
What’s in a name..
Conveys the core
or the fundamental
idea behind the
brand

Establishes the
first elements of
awareness and
perception in the
consumer
Provogue

provog, v.t. to originate, initiate, create or invent a mode, trend, style or fashion
which becomes popular and established

n. a mode, trend or fashion which previously did not exist

Current Status

-w e ar /
y
a r / Part l wear
-we s ua
Club re & Ca
Provogue u
Leis
provog, v.t. to originate, initiate, create or invent a mode, trend, style or
fashion which becomes popular and established

n. a mode, trend or fashion which previously did not exist

Current Status

!
e f i n itely
Provogue D

provog, v.t. to originate, initiate, create or invent a mode, trend, style or fashion
which becomes popular and established

n. a mode, trend or fashion which previously did not exist

Current Status

t… !
itel y bu e f i n itely
Provogue Defin D

provog, v.t. to originate, initiate, create or invent a mode, trend, style or fashion
which becomes popular and established

n. a mode, trend or fashion which previously did not exist

Current Status

t… !
itel y bu e f i n itely
Provogue Defin D

provog, v.t. to originate, initiate, create or invent a mode, trend, style or fashion
which becomes popular and established

n. a mode, trend or fashion which previously did not exist

Research elements
Evolution Brand Mission: Leadership in club-wear / party-wear /
leisure & casual wear

Category Definition

Fashion apparels Positioning Line

Redefining fashion
Brand Ambassadors

Fardeen Khan
Saif Ali Khan
Esha Deol

When Provogue entered, it was

the first of its kind in the Indian
market.
Currently

Obstacles
Category definition seems to limit the growth
Positioning Line seems to have lost relevance

Category Definition

Fashion apparels and

accessories

Positioning Line

Urban Scape

Brand Ambassadors

Hrithik Roshan
A well-positioned brand is a flag hoisted atop a
mountain with the stick thrust down to the
bottom.

You can change the flag but getting the

stick out is mighty tough.
A well-positioned brand is like the belief of
a fanatic. The more you try to change, the
greater the loss of faith.

You can change the forms, but its mighty

difficult to shake the foundation.
Seeing the problem in
perspective

Competition of
categories
or
Competition within
category
 The thing about categories
Level 1 Fashion

On the basis of objects

Level 2 could be Clothing Accessories Etc.

Level 3 Shirts Trousers Etc.
On the basis of occasions

Level 2 could be Office-wear Club-wear Etc.

Level 3 Formal Semi-formal Etc.
On the basis of looks

Level 2 could be Unique Look Classy Look Etc.

Level 3 Office-wear Party-wear Etc.
On the basis of price

Level 2 could be Premium Executive Etc.

Level 3 Office-wear Party-wear Etc.
On the basis of material
Level 2 could be Cotton Synthetic Etc.
Level 3 Office-wear Party-wear Etc.
The thing about categories

Defining categories is a fuzzy process. Not so delineated as it’s always represented on paper.

The above categories aren’t, of course, mutually exclusive.

But when we look at levels like these, bases of comparison & competition become clearer.

Category definition depends a lot on the evolution of the market & the choices people have.

The more evolved the market the finer the differences.

The more the choices the more discrete the preferences.

And in an area like fashion, in what terms do we think the most?

 Default for Not considered for
Louise Office Provogue
Philippe / Allen High frequency
Solly / Van
Heusen Zodiac
Accepted
for Default for
Party Ac
Low frequency c ep
te d
fo
r

Accepted
for Accepted for
Leisure Defa
ult f or
Low frequency

ul t for
Defa
Not considered for Accepted for T-shirt &
College Jeans
High frequency
 Louise
Philippe / Allen
Solly / Van
Heusen Zodiac

substitutes doesn’t substitute

Provogue
Which is that one question that everyone asks
after buying/wearing a dress?

How does it look?

How do I look?
For fashion/clothing/style there’s nothing bigger
than the ‘LOOK’.

Provogue’s focus has been ‘THE LOOK’ they

offer.

A ‘LOOK’ that’s unique and different.

Better, if that LOOK is the opposite of what’s

prevalent.

Once identified, Provogue should own that LOOK

and promote it .
A look at popular
brands are doing

The looks made popular

For a classy kingly look.
For a cool casual look at work.
For the perfect look.
For the street-smart executive look.
The complete look - shirt, tie, suit, cuffs, etc. Taken
metaphorically to mean the complete man.
For the confident look.
Many interpretations… but in general observation many jeans
wearers keep the top button open and that’s considered cool as
well.
 Louise
Philippe / Allen
Solly / Van
Heusen Zodiac

Sorting out a typical closet might further help in

substitutes doesn’t substitute
finding an answer.

Provogue
A typical closet/wardrobe

Total of 30 shirts…

Light shades most often,

12-13 for usual days
15-18 for normal office plane-jane staid colours
wear
3-5 for Fridays / More colorful, more
Saturdays design-filled
4-5 for special occasions
office wear

4-5 for party wear/leisure

Both these above described kinds of
shirts / attires are no match to the
vibrant, bold, showbiz-inspired colors or
Provogue has its share designs of Provogue. And this will pave
here with a couple the way for a Provogue look…
 Well-positioned competitors facilitate
developing a strong opposite position.

Instead of defining the brand in terms of club-wear / party-wear it

would be better if the brand owns and evokes a look which is
opposite to what’s popular and prevalent.
Look of other brands Provogue Look

Dull Vibrant

Light Deep / Dark

Light Colors Colorful Colors

Conformism Standing Out

Managers Intrapreneurial

Limited Lustre Knight in shining armor

Evokes the mood of That’s how the Provogue The colours, the shine and
‘clubbing, partying’, the color protagonist has always been the lustre of Provogue
of night, the colors of the depicted. merchandise.
apparel that have always These words promote a look.
been associated with the
brand.

They increase the scope of the brand without

Deep Dashing
diluting its long-establishedBrilliant
DNA.

Describes the nature ofThey

a promote a look different from what’s the norm in the
That’s what the corporate Captures the essence of the
professional who thinks corporate world but at the same time increase the
world has always admired Provogue professional who
deep, who’s steeped deepchances of Provogue getting accepted as an alternative
and has always needed. is as alert, witty and
into his work and life. look in the office more readily.
intelligent as the brilliance of
his Provogue attire.
Articulating the
positioning

Deep
Dashing
Brilliant
 Enduring Visual/Logo

A single visual to connote everything about the

look that the brand stands for.

So that the brand isn’t excessively reliant on

celebrities/stars that feature in the
communication.
 What kind of mnemonic/icon?

A culturally accepted symbol which can evoke associations

instantaneously.

A symbol which can capture the look that the brand stands
for.
Brand Extensions

Apparels

Watches

Sunglasses

Belts

Department stores (Prozone; multi-brand)

Primary Research
Impulse buying in ●
There is a tendency in the youth to indulge in
youth impulse buying.

High brand awareness, The customers are aware of all major brands existing in the market but are
●

not aware of the different variety/types of Lifestyle Clothing/trouser etc.

low product awareness

Indulgence in window ●
There is a tendency to indulge in window shopping.
shopping
Competition from in- Many retail outlets get clothes manufactured from third parties and sell them at
●

15-20% discount due to the saving on promotion, distribution etc. This has a
house private labels hold in the market.

Bargain hunting ●
There is a tendency to look out for real bargains.
 Influenced buying- ●
The customer is influenced by two groups: the family
family & Friends/Peers and the Friends/Peers in his choice of purchase.

Variety seeking ●
The main requirement and consideration for
behaviour selecting a brand is the variety offered.  

Planned buying driven by It was noted that there is a pattern in the planned buying phenomena:
●

majority of it takes place on some occasion such as festivals, interviews

festivals and occasions etc. 

Repeated purchase There is a general tendency amongst the customers to get accustomed to
●

a retailer because of acceptable level of product and service availability

from same retailers
 QUALITATIVE INFERENCES: RETAILER
INTERVIEWS
• Loyalty factors
– Brand Name
– Product attributes (Lifestyle Clothing color ,fitting ,quality of
fabric)
– Variety

• Customer’s Brand Awareness is high but Product knowledge

is low (product knowledge about fit and size)
Thank
You