Final - Brand Management.pdf

The 4 scents are a nice range so at least one scent

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and consumers would like a soap bar that had multiple functions. The 4 scents are a nice range so at least one scent their target market will like. The look of the soap bar was appropriate with the yin and yang brand concept because one side can be differentiated from the other and have a different purpose but work together. Their distribution is effective and appropriate because they are being sold at Target, CVS and Duane Reade with a competitive price point of $4.75 which is on par with other brands of soap like theirs. Their slogan resonates with their overall brand concept and is. “Naturally Clean, Naturally You” Their brand logo fits the concept and doesn’t feel out of place. The positioning is that it’s a natural bar soap that offers two functions in one. The brand is generally targeting women between the ages of 18-45 but understand men buy their product or are interested too. Their IMC plan is appropriate because they are utilizing beauty bloggers and advertising in spaces like Oprah's magazine. The brand is environmentally conscious and uses recycled paper for their packaging which is relevant to their brand concept. It was persuasive that they did their research and found out that Hyatt hotel was among the top for corporate social responsibility efforts and that is why they chose them as a secondary association. Hyatt hotel also developed environmental sustainability strategies focusing on stewardship, waste and water reduction which is appropriate for the brand. The second association Wanderlust x Gia was relevant because it’s a yoga festival and will resonate with their target market. The brand extension Gia Men seems like a natural next step.
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4th Presentation - Alcohol The last brand presented was a colorful and artistic vodka brand. Their slogan was “Pop, Pour, Party!” which was relevant to their colorful logo and packaging design. The brand’s positioning was to be sold in bars and liquor stores worldwide which is appropriate. It would be handmade locally in a NYC distillery. The bottle caps pops when opened which is relevant to
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  • Spring '18
  • Ronald Sok
  • Brand, Branding companies, Secondary Association

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