BOC Week 8: Chapter Questions

Ch. 8.

1. How does technology redefine the role of the end user in the branding process?
The user is the drive and inspiration behind the brand, and it is the user who eventually decides on the brand's positioning through the image he or she creates for it. However, by examining these roles, you will notice that the customers' direct presence is at the early stages, before the brand is born through market research measures, as well as at the end of the process, after the brand is developed, marketed, and its products sold and used by them. (Hameide 265) They are now apart of the main processes that go into branding a company or a specific product.

2. How does the concept of experiential branding relate to the branding process as described in Part 1?

Experimental branding is the discipline of understanding and defining brands in terms of the way they are experienced, in order to differentiate them in the most powerful dimension: relevance (nothing is more relevant than the experience)(Hameide 279) They relate because in part 1 they talked about branding being about making a customer experience something and that is what this is doing.

3. How do microbrands compare to corporate brands and brand extensions?

A microbrand is a limited yet distinct version of the original (or mother) brand. (Hameide 269) Brand extensions focus on creating completely new products under the same brand name, which is not what a microbrand does.

BOC Week 7: Chapter Questions

Ch. 7

1. Given the discussion on mass customization, the model seems to hold new opportunities for young entrepreneurs considered to establish a new business. Highlight the advantages and challenges of the model from an entrepreneurial perspective

Mass Customization refers to the concept of allowing each consumer to customize or adapt products' features according to his or her needs within a standardized platform with an acceptable price premium. (Hameide 222) This helps customers customize their own product which is what everyone wants but it also becomes difficult for the company to accomdate everyones needs and wants.

2. Compare the way luxury and mass-market brands adopted the new technologies. What are the opportunities and challenges that each segment may encounter?

Luxury products and the whole experience that comes with owning one has always been about exclusivity and the feeling of being unique, special, and different from the crowd. And if you desire an exclusive made-to-measure item (or service), you expect it to come with a large price premium. (Hameide 227) This is normal for a luxury brand but mass market brands can not charge their customers as much because that is not their target market so I think that is their biggest challenge.

3. Based on the chapter arguments and your personal analysis, how would you interpret the term iBrand?

Interactive branding refers to a situation whereby the consumer interacts directly with the brand or the process of creating and developing it. It is through the help of new technologies that it has become possible for consumers to play a direct and interactive role in shaping a brand as he or she likes. (Hameide 222) I think this just simply means that the consumer can directly work with the brand on the products they wish to have.

BOC Week 6: Chapter Questions

Ch. 6

1.    Compare services to products, and examine the difference and/or similarities in their branding process.

The obvious difference is that products, for the most part, are a sum of tangible features meant to satisfy a functional purpose and need, whereas a service, though meant to satisfy a need as well, is intangible, emotional, and generally experiential. (Hameide 178-179) They have to be branded differently because one thing you can physically sell and the customer can touch and see the product before they buy it. When it’s a service they cant brand it the same because its more by how you sell it to the customer and if they believe in what you are saying.

2.    Define retail concept, and briefly discuss its role in the positioning strategy of a retail brand.

The retail concept is the business model and retail philosophy adopted by the brand. (Hameide 181) When brokendown it is the merchandise, location,  price range and service. Its a lot like the four ps. Every brand has a different retail concept and that’s what makes them different.

3. What are the advantages and disadvantages of franchising as a global growth strategy?

Franchising simply refers to a retailer (the franchisor) offering a store owner (the franchisee) the rights to emulate the retailer's business model or system of conducting his business. Thus, a series of stores can be opened with a consistent concept, look, and feel throughout all franchised stores. (Hameide 206) Some advantages would be the growth of your company across the world and exposure to increase your brand awareness. Some disadvantages would be lack of control and damage to the brand.

BOC Week 9: Pharrell Williams

Pharrell Williams has revolutionized his industry and made a huge difference in many peoples lives. His website is as simple as he is. He is not a flashy person, but he always looks great. His website is plain white with a large picture of him. It’s a simple picture, just him in his beanie. It has his name in a bold font and it is a focal point. Underneath that he has small circle icons that link to all his social media, like twitter, facebook, instagram and youtube. Below that is his clothing brand, which is Billionaire Boys Club and then his other website, which is called I am other. I am other focuses on finding new and innovative below in any industry and Pharrell gives them their break. He finds people that he thinks can change the industry and gives them a chance. its very plain and just represents hims as a brand and shows you everything he is involved in. The N.E.R.D. website is a lot different than his personal website. it very bright and has an amazing entrance. its very animated and interactive. On the website you can look up all his albums, concert dates, the biography of the band and the store. His merchandise sells for about $20 to $40. it just depends on what you buy. you can even purchase his music on the website. I t also features all the links to the social media and other websites affiliated with Pharrell and N.E.R.D.

BOC Week 7: Exercise - Visit a retailer

A main component of branding for retailers would be the store itself. When you walk into the store, you are supposed to get the feel of what type of clothing or merchandise they will sell. For example, when you look at Hot Topic stores you know exactly what you will find inside the store. I chose to visit my new favorite store called Bohme, which is located in Town Square. The vibe of the store is very fresh and clean. The fixtures are all white and everything looks light in the store. They have mostly soft colors and designs on their accent walls. The customer service is actually really good. The girls that work there are very attentive, but don’t hover over my shoulder. They always ask if I need help, a dressing room, or if there is anything I need in particular. The sales associates all fit the part as well. They are very girly and natural looking. The merchandise is very girly, which you can tell by looking at their visuals what kind of demographic they are targeting. I think there brand image is a fun, fresh, and girly. They don’t quite tell a story, but the white fixtures and light atmosphere could make girls feel like they will leave looking prettier. The store in general makes you feel pretty cause everything is light, flowy and silky. They just want to make your experience an easy and stressfree. 

BOC Week 6: Bruce Weber

Bruce Webber

“ Bruce Weber, born in rural Greensburg, Pennslyvania in 1946, became the preeminent photographer of the fashion industry in the 1980s and continues to be one of the world’s most popular and influential photographers.” (http://www.bruceweber.com/#/about/bruce__nan_bios) Bruce Webber is an American fashion photographer. He has worked for major companies like Calvin Klein and Abercrombie and Fitch to create the look of the entire brand. He has also worked for huge magazine companies like GQ, Vogue and Vanity Fair. He started to work on filmmaking in the early 70s but by the late 70s he had started to shoot ads for Ralph Lauren and Calvin Klein. There has been over 15 books published of all of his work.  “It’s Bruce’s world; we just live in it” (http://www.vanityfair.com/hollywood/2013/03/behind-the-scenes-bruce-weber-hollywood) Bruce Weber created the image for Abercrombie and Fitch and made them the company they are today. He is known for his homoerotic pictures that he uses for the campaigns. His latest campaign features two men barely clothed kissing eachothers forehead. This caused outrage as most of his provocative images do. This photo was actually mellow compared to the scene where the men were wrestling around. He has always been different and tried to shock and awe the public. This is what makes him such an amazing photographer. He has no boundaries on what he will do for the best shot. 

BOC Week 4: Hawaiian Tropic

Hawaiian Tropic has announced that they will be putting an end to their Hawaiian Tropic bikini contest and they are trying to relaunch their brand by creating a “New Face” competition through Facebook. “The brand, which introduced new, premium formulas and updated packaging in recent years, is inviting women to enter their nationwide Facebook contest and become the brand's new spokesperson. The woman who best embodies everything Hawaiian Tropic stands for - beauty, confidence, style, enjoying the sun and keeping skin healthy - will appear in Hawaiian Tropic advertising, receive an all-expense-paid tropical vacation and serve as an official brand spokesperson.” (http://finance.yahoo.com/news/hawaiian-tropic-introduces-modern-look-115800488.html) The have been known for their bikini contests since the beginning of the company.  They built their entire brand around it and its crazy that they are just completely ending it and starting new. Also its crazy because they are using one person as their spokesperson instead of a whole bunch of women. I do think its good that they will be focuses on healthy skin because it is so important when you are tanning. They need to pick a women who completely portrays their entire feel of the company. "We're looking for a new face of the brand who captures that sensibility, and shares the Hawaiian Tropic philosophy that broad-spectrum sun protection can be as luxurious and pampering as any other beauty product." (http://finance.yahoo.com/news/hawaiian-tropic-introduces-modern-look-115800488.html) The contest will start on May 6^th and go until May 31, 2013. The submissions will then be judged and the five finalists will be announced June 28, 2013. Once they are announced the judging goes into Americas viewers hands, who then vote for their favorite. 

BOC Week 1: The Voice

When I was younger, I remember dressing up in my mom’s dresses and putting on her heels. I would look in the mirror and dream of one day being able to dress up in beautiful dresses and heels. Since then I have had a passion for everything in fashion. Many people have influenced my style. It ranges from Audrey Hepburn’s classic look to Janis Joplin’s hippie wear. I’m inspired by anything beautiful, whether it’s a piece of architecture or a flower in a garden. Being in fashion helps me look and think outside the box. I like to wear clothing based on how I am feeling that day or where I am going. Fashion is all about expressing you. The best thing about fashion is that you can be open minded to anything. Magazines and Blogs help to keep me up to date with the latest fashion trends. The fashion world is fast moving and it’s hard to keep up. I read Vogue religiously. It inspires me everyday to get through schooling especially. It motivates me to be something better. I want to succeed in the fashion industry in whatever way I can. I want other people to be inspired by me. The thought that you can be an influence by just creating a blog is amazing. These are the reasons I love fashion.

BOC Week 1: Slip! Slop! Slap!

Slip! Slop! Slap! Was an Ad campaign that came from Australia. The organization who created it is Anti-Cancer Council of Victoria and they focus on making the public aware of skin cancer. It used a catchy song to educate people about issues.

“Slip, Slop, Slap!
It sounds like a breeze when you say it like that
Slip, Slop, Slap!
In the sun we always say 'Slip, Slop, Slap!'

Slip, Slop, Slap!
Slip on a shirt; slop on sunscreen and slap on a hat
Slip, Slop, Slap!
You can stop skin cancer - say: 'Slip, Slop, Slap!” (http://www.sunsmart.com.au/news_and_media/media_campaigns/slip-slop-slap/)

The lyrics are meant to show people examples of ways to protect you against the harmful sunrays. They came out with this ad when the causes of melanoma and skin cancer were linked with UV Rays from the sun. The organization asked Phillip Adams who was a creative director at an ad agency. “Adams and colleagues, Peter Best (composer) and Alex Stitt (designer/animator), created Sid the Seagull and adapted a jingle from a Queensland Cancer Fund campaign – Slip Slop Shove – to produce the TV commercial that was an immediate hit with kids and parents alike.” (http://www.sunsmart.com.au/news_and_media/media_campaigns/slip-slop-slap/) Some articles say that the ads worked to well and the aussies were lacking vitamin d. “According to recent research from Boston Univeristy Medical Centre the “Slip Slop Slap” sun smart message HAS been too successful. In fact, Boston Uni has gone so far as to say it’s the most common medical condition worldwide. It seems that even in a sunny country such as Australia we’re seeing rising levels of Vitamin D deficiency. In fact, one quarter of the population is Vitamin D deficient and 43% of that is young women. When studying dermatologists and Vitamin D levels it was shown that a whopping 87% were Vitamin D deficient, and this study was conducted in Australia at the peak of summer” (http://cphealth.com.au/slip-slop-slap-too-successful/)