Objective of the Assignment:
To identify the best practice a brand utilized to successfully license its name and preserve its integrity when licensing multiple product categories.
To refine group dynamic skills by working as a member of a team.
Brand my team has chosen: Ralph Lauren Polo
Format: Students will form a team of 3 or 4 members.
The team will choose a brand to study, and the brand will be approved by the instructor. The brand must have licensed products in several apparel or accessory categories. Students will provide a presentation in which they include the following:
A critique of the brand positioning of the mother brand (brand positioning map). Critique the packaging of the brand, the presentation in store, the price point, the advertising/promotion of the brand, and the website presentation. Are there changes you would suggest to the brand regarding these categories. Include information on the use of influencers by the mother brand and your opinion if this is a good match for the DNA of the brand. Is the mother brand on social media and what is your opinion of the brand’s presentations on the various social media options.
Compare the positioning of one of the licensed products of the mother brand against one licensed product of a competitor in the same tier of distribution. Present the selected product on a brand positioning map indicating the competing similar products. Speak about your product and the competitor in regard to the differences and why your product is the best of the offerings.
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