Ralph Lauren Corporation Branding

Table of Contents

TABLE OF FIGURES................................. ERROR! BOOKMARK NOT DEFINED. EXECUTIVE SUMMARY ............................................................................ 2

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INTRODUCTION................................................................................ 4

1.1 THE BRAND .................................................................................... 4

1.2 TARGET MARKET AND SEGMENTATION ..................................................... 4

1.3 MARKETING MIX .............................................................................. 4

1.3.1 Product ................................................................................. 4 1.3.2 Pricing .................................................................................. 5 1.3.3 Place (distribution) ................................................................. 5 1.3.4 Promotion ............................................................................. 5

BRAND ELEMENTS ............................................................................ 6

2.1 BRAND NAME ................................................................................. 6

2.2 LOGO AND SYMBOL .......................................................................... 6

2.3 WEBSITE ADDRESSES (URLS) ............................................................. 7

2.4 SLOGAN........................................................................................ 7

BRAND IDENTITY ............................................................................. 7 BRAND POSITIONING ......................................................................8

4.1 COMPETITORS ANALYSIS .................................................................... 9

POINT OF PARITY...................................................................................9 POINT OF DIFFERENCE...........................................................................9 LUXURIOUS BRAND................................................................................9 POSITIONING STATEMENT ..................................................................... 9 PREMIUM PRICING.................................................................................9 CUSTOMER SERVICE...............................................................................9 PRODUCTS OFFERING.............................................................................9 WEBSITE AND OFFICIAL MAGAZINE.......................................................9