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01 VISUAL STRATEGY


VISUAL STRATEGY YESTERDAY History Timeline Yesterday’s Personality

TOMORROW Today’s personality The Brand Soul Our Mission

PEOPLE WHO LOVE US MARKET ANALYSIS Past Comeptitors Future Comeptitors SWOT Analysis


YESTERDAY YESTERDAY YESTERDAY YESTERDAY YESTERDAY YESTERDAY YESTERDAY YESTERDAY


HISTORY


BordersGroup was an international book and music retailer headquartered in Ann Arbor, Michigan. The founders, BordersBrothers, opend the first retail store in 1971. It then expanded to international brances, owning 511 stores throughout the United States until they announced bankruptcy in 2011. Then Barnes & Nobels took over BordersGroup in Octor 2011.


TIMELINE 2005

Opened the first franchise store with Malaysia’s Berjaya Books Sdn. Bhd.

1992

Borders was acquired by Kmart.

The first Borders bookstore founded in Ann Arbor, Michigan, by Tom and Louis Borders.

1971

International expansion: The first international store started in Singapore

1997


2011

The company announced they had filed for Chapter 11 bankruptcy protection.

Borders Group is recreated as an independent art and design bookstore with a new name, Borders

2018


YESTERDAY’S PERSONALITY


TOMORROW


TODAY’S PERSONALITY


THE BRAND SOUL


We are the ARTBOOK DISTRIBUTOR brings the art and design into your life.


OUR MISSION Art makes life worthwhile, and design brings a better future. We, Borders, deliver life-ehancing books of art and design.


PEOPLE WHO LOVE US


Karen Flores is the creative director of SanFrancisco’s Design Agency. She is 34 years old single women. She was born and raised in Brooklyn, New York and she graduated Brooklyn Art Institute in 2008. She especially enjoys minimalistic design and typography that’s why she loves going to MoMA. After moving to SanFrancisco, she bought the SF MoMA’s membership also. Karen is always trying new things, sometimes spontaneously picking up a hobby or traveling to a new destination.


Ryan Takahashi is 27 years old man who was born and raised in Hawaii. He is working at the bank in Honolulu, but he is also a self taught freelancer photographer. He uses YouTube and books. His first photo book was bought at a vintage bookstore. It was all taken by Kodak film camera at 1990’s, and he falls in love with the film camera. He is especially good at taking photos of oceans and beaches around his neighborhoods with his vintage film camera.


Amy Liu is the Architect student in UC Berkely. She is from Shang-hai, China and moved to California last year because of her school. Her dad who is the Architect professor in Shang-hai university inspires her love’s of arhitectures. She especially loves the acient greek arhitectures.


MARKET ANALYSIS


PAST COMEPTITORS Barnes & Noble is the largest bookseller franchise brand in USA. Their stores deal with books, magazines, newspapers, DVDs, graphic novels, gifts, games, toys, music, and Nook e‑readers and tablets.

Amazon books are the online bookstore, and they open several bookstores in the USA. Because Amazon has Kindle, the E-book reader, they have the biggest markets at E-book store.

Books-A-Million is the second largest bookstore chain in the United States. They are operating 260 stores in 32 states.


FUTURE COMEPTITORS MoMA is the modern art museum in NY and SF. Their museum store sells the design items and also books about arts and artists especially the modern art.

Louvre museum store sells the books about arts and artists that museum owned. Also, the store has different design posters and stationaries.

The Design Shop in the Bauhaus Dessau sells an extensive selection of Bauhaus designs as furniture, textiles, lamps, tableware, watches, and jewelry. Also, they have all books about Bauhaus design.


SWOT ANALYSIS

W Focused on the art and design

Expensive

No strong competitors

Narrow targeted

Aesthetic mood

S


O New target-market Getting the upper hand in market share

Decreasing the Paper book consumption Amazon delivers everything

T


Copyright Š2018 Somin Lee

All content for Somin Lee was conceived, designed, and produced by Somin Lee. Writing and edited supplemented by Somin Lee and Yukyung Kim. Photography provided by Jerry Morris. Design Consultation Roger Muller, ADV 370 Brand and Branding Academy of Art University Some of the photographs and images were downloaded from Adobe stock image, Pixabay and are used in accordance with the Creative Commons License and Royalty License the book is a non-commercial work produced as a student project for educational purposes, and I such is considered a derivative work under the Fair Use Clause of the US Copyright Law. Manufactured in the USA.


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