Brand Management: Ralph Lauren

Brand Management: Ralph Lauren Applying the four steps of Keller’s CBBE model in case of the Ralph Lauren brand Salience Dimension Depth Since its inception in 1968, the Ralph Lauren brand has particularly been positioned to target the elite market. The brand focuses on offering stylishness and sophisticated lifestyle to its consumers. The company has been consistent ever since inception in ensuring that its range of branded products achieves the ‘high-end’ status. From his early days while dealing with tie designs, Lauren’s concept was driven by the belief that higher prices reflected quality and has since pursued this same principle.

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Brand Awareness: Ease or Recall The Ralph Lauren brand has very strong market awareness amongst its consumers throughout the world. Different newspaper and magazine features, including Playboy and the Daily News Record which is now defunct, covered stories on Ralph Lauren’s designs of his ties.

As a result of these findings, the value of Ralph Lauren brand increased, indicating how well recognized the brand is, as well as the extent to which it can easily be recalled. It is this brand recognition from the early days of Ralph Lauren brand that has enabled the company’s business extensions to perform equally well in the market.

Breadth Ralph Lauren has managed to add more value on all its branded items than the way they appear on face value. Any consumer purchasing a Ralph Lauren item feels deep within that there is something more than simply owning an item that is of high quality. Lauren apparel quickly becomes integrated into the individual’s identity by striking an emotional chord with the consumers that is so deep. In other words, consumers purchasing Ralph Lauren branded items do not only buy for the sake of it, but rather do it so that they can benefit from the products’ quality as well as the prestige which is associated with the product.

Brand Performance and Brand Imagery The Ralph Lauren brand is among the most renowned and successful lifestyle brands across the globe. Ralph Lauren himself focused his original business idea more on enduring fashion instead of impulsive couture. Rather than put his attention on stunning trends and fashions, Ralph Lauren has particularly been keen on luxury and individuality. Additionally, quality, high-grade materials, as well as exclusive designs have been some of the strongest characteristics of Ralph Lauren’s finished products. The duration of time which Ralph Lauren

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has been in the industry, since inception in 1968, underscores the consistency and everlasting sense of design and style that the brand enjoys.

Nevertheless, the Ralph Lauren brand is associated with a very high price tag, which showcases its brand image and brand identity. In other words, not every individual in the market can afford exclusivity as represented by these items. From the analysis of Ralph Lauren brand, it is clear that the main objective of the company is long term orientation and market adaptability.

The company has gone further to launch an iPhone application which allows users to enjoy the ‘Glamour’s Ralph Lauren collection’. This is a true indication of how Ralph Lauren considers market adaptability to be of great importance.

Brand Judgments It is easy to note the level at which Ralph Lauren consumers are so much attached to the brand. The main reason behind this trend is the fact that the brand is associated with high status and great quality. The judgment dimension of Ralph Lauren consumers is further influenced by the fact that during the 1990’s period when the brand was continuously expanding, focus on high quality was never compromised. This embraces the full lifestyle offering that has consistently been Ralph Lauren’s main performance target.

It can also be noted that Ralph Lauren underscores the value of exclusivity. This is particularly highlighted during the early phases of his brand. He designed ties that were considered unique in the market and sold them at a comparatively higher cost. Lauren’s main idea behind the uniqueness of the tie design and pricing was to showcase the relationship between price and quality, and to emphasize on his pursuit for elegance. This particularly made it easy for Ralph Lauren brand to stand out and be established within the minds of consumers as a unique choice in the market.

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In particular, Ralph Lauren meets various judgment variables by considering a number of activities and actions. In terms of brand quality, the company achieves this goal by putting total focus on quality for all its products, as well as brand extensions. In terms of brand credibility, the company ensures it achieves this by continuously producing high quality products and keenly studying the feedback messages of its consumers. Finally, the company achieves brand superiority by successfully portraying a lifestyle of happiness and one that targets elites in society.

Brand Feelings The Ralph Lauren brand is more of a lifestyle revelation than a mere trend. This is illustrated in advertisements adopted by the company to market its products where it exposes perfect people within perfect environments. Ralph Lauren initiated the use of ‘VIPS’ in advertising, which showcased his own testimonials about how he had ventured into designing.

This had some sensation of reality among those who watched the advertisements. It can, therefore, be deduced that the brand is attached with an emotional value which strongly highlights a specific lifestyle. This eventually leads to social approval as well as self-respect.

Brand Resonance Brand resonance is the final stage in CBBE model. Brand resonance is significant because it reflects considerable brand equity. It is evident that with Ralph Lauren’s total focus being on achieving distinction right from the inception of his design idea, the company successfully built its brand in the long run. Ralph Lauren managed to possess individuality and differentiate his style from that of his competitors in the market so as to maintain a steady market. According to a study conducted by ACNielsen in 2005, Ralph Lauren was considered to be the leading designer in terms of popularity throughout the world. In the findings by

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ACNielsen, up to 16 per cent of internet consumers throughout the world purchase Ralph Lauren branded items. In particular, North American consumers were found to be the most loyal, which is evident enough of the loyalty levels between Ralph Lauren and his customers (ACNielsen, 2006).

The company’s official website offers customer service where consumers can obtain detailed information about virtually all the products that the company offers (Raul Lauren, 2012). Ralph Lauren is especially keen on matters concerning the engagement of consumers.

Consumers of the brand purchase it so that they can live in a certain lifestyle. In essence, the adoption of this lifestyle portrays how deeply integrated the people are with the brand.

Extent to which Ralph Lauren has achieved Brand Resonance Ralph Lauren has clearly established itself as a company that provides to consumers what their total expectations are. The products manufactured focus on optimal satisfaction of consumers so as to create a strong bond between the company and its market. A number of charities also receive immense contributions from the company as a way of showcasing its aim at achieving importance amongst the consumers. The healthy active lifestyle that is associated with the company has seen it sponsor several sporting events, including the U.S. World Cup team for the mountain bike competition in 1997 which was sponsored by Polo Sports RLX. Polo officially sponsored the 2006 Wimbledon championships event, while the 2008 U.S. Olympic as well as Paralympic teams were officially dressed by Ralph Lauren. This special recognition goes a long way to characteristically underline the brand resonance extent that was achieved by the company.

Description of the Points of Parity, POP, and Points of Difference, POD, of the Ralph Lauren Brand

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A Point of Parity is a critical issue to be considered during the launching of a sub-brand.

For the case of Ralph Lauren, the company sustained and maintained the ‘high-end’ status which is related with the core-brand values. In accordance with Keller’s statement, successful brand equity can be achieved during brand extension when the salience, as well as favorability of the manufacturing company, in this case Ralph Lauren, and its uniqueness are consistently associated with the extension. In the case of Rugby, Ralph Lauren managed to incorporate the luxury lifestyle that had become synonymous with the brand. The highlight of this is clearly captured in the advertisement campaign and marketing messages for the Rugby Ralph Lauren.

The messages still make use of the ‘perfect people’ living within a happy environment, a clear indication of a high class position.

A further analysis of the Points of Difference indicates how Ralph Lauren managed to successfully focus on a demographic group that was different from the traditional market of the company. The company identified this demographic group as ‘generation Y’ and listed all the associated lifestyles, including the wearing of dreadlocks, colored hair, body piercing, and tattoos. These characteristics differed completely to those targeted by Ralph Lauren’s main competitor in the market, Abercrombie and Fitch. The iconic logos that were emblazoned on Ralph Lauren items together with the vintage patches, as well as the accompanying spirited crests accorded Rugby a bold king frame.

Ralph Lauren is also the first designer company to have ever pioneered in the fragrance market niche. This was specially done such that it introduced new consumers avid in the fragrance and grooming sector of the market, but who were not necessarily buyers of the brand’s clothing line. Ralph Lauren introduced discrete Polo scent of Wood, leather, basil, tobacco, together with oakmoss to immediately make its range of products identifiable. The Lauren brand

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of fragrance, which specifically targeted women users, was equally distinct in the market. This brand was available in numerous varieties, including wood and floral spices such as violet, rose, and carnation.

Another extension of the Lauren lifestyle was focused on the home products market niche. The company sought to distinguish itself exclusively in the new market by using advertisement campaigns, mainly the Log Cabin, Thoroughbred, and the New England, as well.

These advertisements particularly displayed traditional home furnishings images bearing a rugged twist. The famous line adopted in the advertisements read, ‘How Tradition Begins.’

Every line contained a unique branded message which aimed at underlining Ralph Lauren’s emphasis on providing customers with a unique product idea that could not be found elsewhere in the entire market.

Lauren uniquely managed to create America’s authentic spirit through the use of fashions, whose inspiration was mainly drawn from the Western frontier. The significance of this inspiration by Ralph Lauren continues to be of great meaning within the United States as well as in countries as far as Europe. In particular, the Santa Fe collection managed to generate an upscale image, which strongly symbolized Ralph Lauren’s image. Ralph Lauren had actually succeeded in creating a lifestyle brand which acted as a trademark of the American image abroad. The Santa Fe collection idealized the American West, integrating cowboy boots, hats, denim jeans, western shirts, prairie skirts, rawhide fringe jackets, flannel shirts, as well as bigbuckled belts and thermal henleys so as to establish a unique image representative of the American fashion. These products, which later formed the RRL line, were novel in the sense that they managed to assimilate the classic life with modern day lifestyles.

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Recommendations on ways through which Ralph Lauren brand can continue to be successful in future It is important for Ralph Lauren management to pursue consistency so as to continuously promote the same levels of lifestyles that have traditionally been associated with Ralph Lauren.

This will be significant for the company in its quest to target different markets in a unique way.

Ralph Lauren has already laid down the foundation and it is up to the company itself, through the management, to keenly follow through the footsteps of the company’s founder. Lauren initiated different concepts and ideas which he gradually oversaw to establish success and thus, this should be maintained as a perfect way of establishing equal brand successes in the future.

Innovation should be critically considered to be part of Ralph Lauren’s greatest secret to success. The market keeps on changing in terms of its characteristics and preferences; therefore, it is important that the company keeps pace with these changes. Most of Ralph Lauren’s competitors in the market, such as Tommy Hilfiger, spend a lot of efforts to integrate high standard innovation into their performance, a fact that forces Ralph Lauren to equally spend more efforts on targeting to achieve competitive advantage. This will make it almost automatic for any item bearing the Ralph Lauren logo to be assumed as being of a higher quality and thus finding easy market.

The company must enhance its focus on consumer service. This will help particularly in handling complaints raised by consumers who may be unhappy in one way or the other.

Although Ralph Lauren has an online channel through which issues and concerns raised by consumers can be handled, it is prudent to point out that the company does not have many websites and forums for this purpose. Because of the business benefits that come with such online channels, Ralph Lauren should focus on creating and sustaining an improved ‘online’

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community for use by the loyal customers. The internet has increasingly become popular among many people and therefore, it is important that the company taps on this advantage.

The Ralph Lauren brand is facing a danger of extinction, especially once Lauren himself dies. This looming danger does not only face this company specifically, but rather is a risk that most designer companies face. This is due to the fact that designer companies are often branded around the actual personality of the designer. Once such individuals who are the originators of the brand idea die, it becomes difficult for the company to maintain the ‘brand’ personality that it enjoyed before. Thus, the company must seek for ways of addressing this risk before it occurs.

One way through which the management can achieve this objective is by grooming any of Ralph Lauren’s children so as to become integral in the overall business. This will in turn help the company to achieve continuity and convince the consumers that the traditions and cultures are actually deeply entrenched within its corporate structures.

It is equally important for Ralph Lauren to emphasize on customer loyalty, the same way it has emphasized on communicating the company’s ‘prestige’ in its marketing activities.

Customer loyalty is particularly significant for Ralph Lauren owing to its business focus of luxury manufacturing. In the design and fashion industry, consumers are more concerned about the brand name and its associated logos and symbols. Thus, as Ralph Lauren develops its marketing messages and campaign, the main idea behind it should not be simply to win the market, but rather it should target on winning customer loyalty. In other words, establishing Ralph Lauren as a brand name will ensure a steady market for the company in the future (Kapferer, 2008).

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ACNielsen, (2006). Consumers and designer brands: A global ACNielsen report. Retrieved from http://at.nielsen.com/pubs/documents/GlobalDesignerBrandsReportMay06.pdf Kapferer, J. (2008). The new strategic brand management: Creating and sustaining brand equity long term. London. Kogan Page Raul Lauren, (2012). Ralph Lauren. Retrieved from http://www.ralphlauren.com/shop/index.jsp? categoryId=1760785&ab=ralphlaurenhome_topnav