Assignment_1_Brand_Audit _1_.pdf - 2004MKT TRIMESTER 3 2017 BRAND AUDIT RAY-BAN PRODUCT RAY-BAN WAYFARER Contents Brand Overview 2 Psychographic Profile

Assignment_1_Brand_Audit _1_.pdf - 2004MKT TRIMESTER 3 2017...

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2004MKT TRIMESTER 3 2017 BRAND AUDIT: RAY-BAN PRODUCT: RAY-BAN WAYFARER
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Contents Brand Overview .......................................................................................................................... 2 Psychographic Profile of Target Market .................................................................................... 3 Brand Associative Network Analysis .......................................................................................... 4 Brand Positioning Analysis ......................................................................................................... 7 Competitor Analysis ................................................................................................................. 10 Oakley Frogskins .................................................................................................................. 10 Gucci GG0003S ..................................................................................................................... 11 Perpetual Map ..................................................................................................................... 12 Summary .............................................................................................................................. 12 Bibliography ............................................................................................................................. 14
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Brand Overview Ray-Ban brand of sunglasses and eyeglasses was established by Bausch and Lobm, an American company in 1937. Ray Ban Wayfarer model was launched in 1952. The sunglasses were specifically designed by optical designer Raymond Stegeman. The frames are designed as wings with almond-shaped lenses, which means “… a certain air of danger and unpredictability” ( Ray-Ban: A timeline , n.d.). Hollywood at that time was a powerful impact on what people wore. Taking this advantage, Ray Ban Wayfarer sunglasses were worn by many superstars, which made the brand became one of the most instantly recognisable fashion accessories ( Ray-Ban: The history of the top-selling eyewear brand worldwide, n.d.). Hence, film fans kept purchasing on this specific brand product on over the world. Ray Ban Wayfarer brand is even famous for many decades until now. Wayfarer retuned back during high-fashion era of the 80s and still was dominant place in fashion consciousness ( Ray-Ban: A timeline , n.d.). Wayfarer appeared in many movies and pop cultures. In 2006, music photographer Mick Rock created a memorable portfolio of images to bring Wayfarer squarely into modern era. In 2009, Wayfarer fans could create designs and colours for the sunglasses or even more innovative methods as printing unique designs onto the inner surfaces of the glasses ( Ray-Ban: A timeline , n.d.).
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Psychographic Profile of Target Market Ray-Ban Wayfarer Ad #1 Ray-Ban Wayfarer Ad #2 Original Ray Ban Wayfarer sunglasses brand targets on unisex consumers with the age between 20 to 50, who lives in city and urban areas. Consumers’ occupancies are spreadable in different industries and specialists. Most of consumers have a stable medium to high level of income and enough disposal income to spend on what they like. Besides, some might have lower income but they are motivated by trends so still keeping up with purchases. These consumers have high rate of activities and be active on social media. They are interested in popular culture, music and movies. They tend to follow the trends especially their favourite celebrities owning. These consumers are nostalgic, looking for classic, fashionable and charming products in order to fit in social trends. They prefer to choose well-known, historical branded products and even become loyal to brand if the products are worthy and valuable for them. They are also conscious of vision health as well as their physical appearance. They are sophisticated people who make a purchase decision critically and wish for professional and mature look. Moreover, they all have positive attitude with “enjoy youth life” mind.
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