Part-4.docx - Part4: (pastorcurrent a What,ifany,...

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Part 4: Evaluation of a Category Extension  Use the criteria below to analyze one category extension (past or current).  a) Examine the marketing communications that were used to launch the extension.  What, if any, associations identified in your brand meaning assessment was the firm  attempting to leverage in launching the new product? Identify any new associations  that you feel the firm was attempting to establish with the communications it used to  launch the new product.  In our brand meaning assessment, we identified that some of Calvin Klein’s strongest primary  associations were with their ‘underwear’ collection, followed by a sense of ‘sexy’ and ‘fashion’.  Furthermore, in Calvin Klein’s secondary associations we can see other consumer perceptions  arise such as ‘simple’, ‘designer’ and ‘beach’. When Calvin Klein launched their home d é cor  collection in 2016, the accompanying ads definitely leverage many of these associations. First  and foremost, the advertisements have strong sexual imagery. They feature female nudity  prominently, and the actual furniture item itself is secondary to the model in the photo. The  advertisements utilize consumer perception of Calvin Klein as a ‘sexy’ ‘underwear’ brand to  attach the element of sexiness to its home products in order to appeal to their consumer base.  Secondly, the advertisements are extremely minimalistic, with very few elements in the  photograph and no text. The photographs are shot exclusively outdoors, often times featuring  sand and water very closely- again, leveraging the associations of ‘beach’ and ‘simple’ to attach  brand meaning to their home d é cor collection. It is also possible that Calvin Klein is attempting to establish associations with comfort,  tranquility and relaxation in their home d é cor collection. The models in the photos are generally  lying face down, with their eyes closed- seemingly peacefully asleep. The photos themselves are  also very relaxing, with strong imagery of calm waters and soft beds.
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  • Fall '13
  • Calvin Klein

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