The Contemporary Issues In Branding Marketing Essay

The Contemporary Issues In Branding Marketing Essay INTRODUCTION The history of the brand Paul Smith is somewhat unusual and requires special attention. Indeed Paul Smith was not originally made for the world of Haute Couture Fashion there but fate led him to this path there. Originally Paul Smith wanted to be a professional cyclist but a terrible accident befell him which forced him to abandon those dreams. But he conceived a passion for fashion and sewing, so in 1970 he opened a small clothing store in Nottinghams hometown away from big name fashion based in London. He decides to take evening classes in sewing and in 1976 he introduced his menswear collection in Paris under the Paul Smith brand. In 20 years it is established as the British designers most prominent. He succeeded brilliantly blend with the contemporary and traditional British while anticipating trends beautifully. Paul Smith has the ability to anticipate, and even spark off trends not only fashion goal in the wider context of popular culture (website Paul Smith 2009). Today the brand has 12 different collections, boutiques worldwide, a turnover of  £ 171 m and sales are growing between 50-60% since 1993. (S Bruzzi and PC Gibson 2005). However this success was no accident. Before discussing the strategy of the brand Paul Smith, we are interested in what a brand means. Indeed for (American Marketing Association 1960) is a trademark a name, term, design, symbol or any other features that identifies one sellers good or service as distinct from other sellers Those gold. This means that each brand is unique and requires the consumer to bind to it. A man does not give a woman a box of branded chocolates Because she is hungry. Instead, he selects a brand that communicates something about his relationship with her. (Leslie Chernatony and Malcolm McDonald). In addition to a successful brand to penetrate the market it must develop a sound strategy A brand can not function without a strategy.(CIM) In this sense we will establish brand strategy Paul Smith and try to find ideas for future development. The Brand indentity, Brand Onion The strategy of a mark as said above prominently. Indeed the goal of strategy is to obtain a competitive advantage in the marketplace. From (Arnold, 1992) strategy for a brand is the means by which have established the brand in the consumers mind that he has the impression that the purchase gives it an advantage. In addition, a consumer generally does not retain 3 brands per category of product where the goal for Paul Smith to be part of those 3 brands in this market highly fragmented and highly competitive. The strategy chosen by Paul Smith is to position itself behind a mark of luxury. To understand the process undertaken by Paul Smith would be wise to start with the Brand Onion Analysis is a tool for studying the brand identity. This tool represents a cross section showing the different layers of positioning the brand Paul Smith. So we have a side position which represents the internal brand identity and positioning the other side shows the external image. However this model is far from complete since it does not incorporate the concepts of competition there is the concept of customer brand perception BRAND ONION PAUL SMITH Which brings us to the theory of which Kapferer celoni to know the real identity of the brand Paul Smith must answer 6 questions are What is the brands particular aim?, What makes it different?, What is the need fulfilling brand?, What is its permanent nature?, What are its value or values?, What is its field of competence? Of Legitimacy?, What are the signs Which make the brand recognizable? (The new strategic brand management, Kapferer, 2004). By answering the questions we see that Paul Smith is planning to focus on the authenticity of products with unique luxury design very British. What can be said that the brand Paul Smith is building a true identity which has not changed since its inception. For proof, all these shops are the same worldwide. Furthermore it keeps a certain closeness to the customer because he does not hesitate to get out of these offices in the shop in London to advise customers on clothing or accessories. (Paul Smith website). The graphic brand also occupies an important place in the strategy of a mark to it which allows it to recognize a particular brand to a consumer and shall convey universe. Choosing symbols requires a clear definition of what the brand means (The New Strategic Brand Management, Kapferer, 2004, p 174). To brand Paul Smith that is characterized by the features of different colors. Following this we must determine the image of Paul Smith from Riezebos (2003) networks of knowledge elements stored in long term memory What mean all information of a mark stored in the long term and it gives credibility to a brand therefore the Paul Smith brand that is equivalent to the authenticity of a traditional British style, a luxury brand, International, contemporary lines of many colors dear, close, special design, fashion and quality at last. Positioning A brand to thrive in the marketplace must know its position. How To (Keller 2003). For this we use the points of parity and points of difference more generally known as POPs (point of parity) and PODS (points-of-differences). For the POPS we look at what is similar compared to these competitors and the PODS we look at what makes the difference. According to (Keller 2003) a mark must know who are the targets, competitors and how the brand is perceived by the consumer. The Paul Smith brand is therefore in a position of luxury, as well as traditionalism contemporanee, quality, unity of design which makes a mark rich, bold and authentic because it has managed to keep its guideline for it. This allows the consumer to recognize in Paul Smith a sure bet that a true story and unparalleled expertise. Differentiation Brand usually chooses the differentiation strategy because it is a good way to outperform to their competitors. By differentiation it means superior quality, brand image or unique features. And as said Levitt (1980) there are four main phases of differentiation as following: Potential product = product with brand universe Augmented product = Products with some differentiation Expected product = Basic expectations products Generic product = store brand products In others words, when we use this model to Paul Smith, generic and expected product is a basic store brand t-shirt. Although augmented product is a high quality and special design for a t-shirt and potential product is the same one t-shirt with some brand image and universe (values, identityà ¢Ã¢â€š ¬Ã‚ ¦). That is why it appears clear that Paul Smith offers a large range of potential product. Indeed, Paul Smith is a luxurious fashion brand but their offering is quietly different to Kenzo or Hugo Boss. Behind the purchase of Paul Smith clothes customer wants to buy design, quality, and history or also brand valueà ¢Ã¢â€š ¬Ã‚ ¦ What are characteristic to Paul Smith. And this differentiation strategy is Paul Smith roots without this Paul Smith does not exist or exist as a basic fashion brand. Brand extension and architecture Brand extension is when a company chooses to diversify their range of products by appealing to different segments and a much larger audience. (Keller 2008) say using sub-brands to target new market segment within the same product category.There are two main types of diversification: related (which introduces products in the same range) and unrelated (which launches in different range). As Paul Smith is a famous fashion brand with a clear differentiation strategy, extend it would be easier by using brand notoriety through the launch of sub-brands to target new market segment within the same product category. Actually the fact to diversify its offers is a well-known practice which aims to gain market share. Therefore, people who particularly enjoy the Paul Smith colored lines and spirit they could also have the choice in a larger range of products built as following: Paul Smith Fragrance lotion Accessories Womenswear Menswear Bags, purses, wallets, luggage Spectacles and sunglasses Shoes Furniture: rugs, china Hats, scarves, gloves, socks Cufflinks Watches Books Stationary Paul smith gifts collection china Watches Jewellery Paul smith jeans Paul smith red ear PS by Paul smith Paul smith London Paul smith mainline men Paul smith swimwear Paul smith underwear Paul smith man Paul smith women Paul smith rose Paul smith sunshine Paul smith extreme Paul smith black Paul smith, mainline women Paul smith by Paul smith Paul smith swimwear Hence, between all their sub-brands and whatever the segment or also the products there is coherence. Indeed, they all own to Paul Smith brand and then respect the brand image, values, style in a whole. This extension allows Paul Smith to increase their global sells and thus gives to the brand the opportunity to gain new customer. That is why, Paul Smith brand extension means more products but also more notoriety. Question 2 The market for haute couture is to fashion is a highly competitive market that is constantly changing, leaving room only brand who knew the value and who managed to speak with her. We will try to find solutions for 5 and 10 years for the brand Paul Smith manages to differentiate itself from other brands and thus register more in his style and values that make Paul Smith is a unique brand. To establish a sound strategy and propose ideas axis to follow it must first know the fashion market, but also all the strengths, weaknesses, opportunities and threat of brand Paul Smith. We have therefore identified in the table below represents a SWOT and marketing mix with all these data. Then the fashion market is 130 billion euros in 2007 (Eurostaf, 2007), it is segmented as follows volume. 15.9% for the Ready to Wear, Glasses 7.9%, Jewelry-watch 11.8%, 10.4% Leather, Footwear 3.9%, 3.1% accessory, Art House 1 4%, 23.4% and Wellness Wines and Spirits 22.5% (Eurostaf, 2007). However we must also consider the geographical location of purchasing volume to provide new routes to follow consistent. America represents 33% of sales 29.1% Asia, Rest of World 2.4%, Europe 35.5% (Eurostaf, 2007). According to the figures and SWOT brand Paul Smith must mark covers a solid strategy and consistent differentiation in order to differentiate themselves in the short and long term. Collection (5 years) In this sense, and after the first analysis the brand Paul Smith should start in a new childrens collection, baby to broaden its range of consumer and thus differentiate themselves. However this style of collection already exists for large brand like Kenzo, Christian Lacroix and therefore it will be difficult to prevail in this new market for already occupied by a great brand. Then it would be wise to make the brand more affordable timely example by creating special collections for large chains ready-to-wear such as H M and Sonia Riquiel. The advantage is that it does not cost very expensive to design for Paul Smith, more than it helps to know the brand to a wider range of people since it affects all socioeconomic classes and therefore it allows it to include brand in the minds of people, which allows it to know more. Emergence (5 à   10 yearss) One notes from the figure that the Asian market represents 29.1% of share volume and the rest of the world represents only 2.4% so it certainly would make sense for the brand Paul Smith to extend further more in the Asian market by opening such stores in Vietnam, India, China or Russia are countries undergoing expansion and economic growth. Also Paul Smith knows well the Asian culture and the market having already great reputation in Japan. He could easily adapt it to end these new market very applicant Luxury. Fair-Trade (10 years) Ecology, organic products and fair trade are Fashionable. For Paul Smith is a chance to differentiate itself from other brands. In fact any luxury brand clothing offers no organic or fair trade. It would be very interesting to offer clothes from organic cotton and fair trade as it is more justified are brand contemporary and traditional British register that fact in the times by offering luxury clothing but environmentally conscious and men who produce these fabrics. Also this will make mention of the brand Paul Smith tends the founder of a new market niche. Communication (5 yearss) The Paul Smith brand communicates only rarely and not at all entered into a system of advertising increased as one might see in any other brand. But even if that differentiates it from other brands it might in the long term to be forgotten and so therefore get danger. To avoid this it is imperative that the brand continues to propose partnerships with various industries positioned in other markets. Furthermore it would be wise to make a Sponsorship with great charity as the fight against cancer and the fight against AIDS, which allow the brand to communicate citizen in the eyes of consumers and thus differentiate it from other brands Luxury to attract more customers. Finally, to continue this communication it is interesting that regularly offers worldwide shows presenting the new collections but also with the spirit Paul Smith with partnerships. Furthermore it could provide food for charitable continue branding citizen. Conclusion The Paul Smith brand is a brand in itself and deserves his place among the greatest of Fashion. She knew how to combine a knowledge uncommon and has kept a single guideline that has originality. Despite increased competition she knew her escape unscathed by conveying an image identical across years. Nevertheless the figures show that the market is changing and it would be wise to find a new segment to differentiate itself from other brands. In the mainstream located above it will have a strong chance to continue in the next 10 years or even become a pioneer in some field and therefore develop a model for other luxury brands.

An Overview of The Sport: Astroturf

levels, athletes may no longer be seen as just people, but more as expensive liabilities. The health of these athletes become more and more important as it is not only their health which is on the line, but also millions of dollars. Injuries do occur in sports, especially contact sports, but astroturf increases these odds of injury. It will be shown that astroturf causes increased wear on the body and an increased number of, as well as more severe injuries. Because of this, safer alternatives should be used in the stadiums. Astroturf is an unsafe surface to play on and should not be used by athletes. The wear on a players body after a game is incredible, so new innovations are always being created to lessen the impact of the sport on the athletes body; better shoes, more protective pads. These things allow the athlete to compete at the same level, but at the end of the game be in better condition to play in the next one. If this is the case, then owners of teams should consider getting rid of their artificial turf. Astroturf increases wear and tear on the body and causes more minor injuries than grass. This wearing down of the body would lead to quicker fatigue and decreased performance. Ever since astroturf was introduced, people have been complaining about its effects and these complaints are heard even louder in this era. â€Å"Athletes blame artificial turf for tendinitis, shin splints, and broken bones. † (Schrier,1987) Warren Sapp of the Tampa Bay Buccaneers is one of many football players who suffers from the effects of the astroturf. He says, It feels like you've been running on bricks for two miles, your knees are real sore and usually you come out with nine or 10 crapes and you don't even know it until you get into the shower and it's burning like hell. † (Wharton, 1999) Sapp's pain comes from the fact that running on astroturf is only a little better than running on asphalt. Astroturf is made of nylon fibers which are five-eighths of an inch long stitched into a tightly woven mat. It is then laid over a five-eighths-inch-thick foam pad for cushioning and glued to an asphalt base. (Schrier,1987) So all that separates the athlete from asphalt is less than two inches of rubber. The other problem which Sapp mentions is â€Å"turf burn†. Since nylon resists tearing it also means that superficial wounds are more likely to occur. Though these wounds are not detrimental to the immediate health of the athlete they are painful and do affect the performance and possibly the longevity of the athlete's career. Steve Young of the San Francisco 49er's says, It's not easy playing on your back patio. If you wonder what playing on artificial turf is like, go out there and fall down a couple of times. Then do what we do – run and scrape across. â€Å"(Unknown,1998) These ill feelings toward artificial turf are felt throughout the NFL. Another player described it as, â€Å"sandpaper laid over concrete. A poll done in 1994 revealed that ninety-six percent of more than nine-hundred players said artificial turf leaves them feeling sorer than after playing on grass. Ninety-four percent believe turf is more likely to contribute to an injury and half the players identified a previous injury they believed to be caused by astroturf. And many of these injuries are serious injuries; there have been many season ending and career ending injuries on turf. These more serious injuries though are the primary reason why artificial turf should not be used in stadiums. A Cornell University study showed that, †¦ foot and knee injuries occur on synthetic turf about 50 percent more than on grass. And when injuries do occur, they often are more serious and difficult to heal than those that occur on This was the case for three premier players in the NFL this season as Vinny Testaverde, Wayne Chrebet and Jamal Anderson were all severely injured because of Astroturf. The players were severely injured in a situation where there was no contact with other players. In Chrebet's case two trainers said they had no doubt in their minds that he broke his foot because of the surface and nothing more. (Kirwan,1999) In the former two cases what occurred was â€Å"foot lock†. The friction between the shoe and the turf was too great and so as the players tried to cut their foot stayed, but the rest of the body kept moving. This would not have happened on grass Dr. Willibald Nagler of Cornell University explains, â€Å"When you play tennis on a soft court, you can slide into the stroke. That takes a lot of stress away from the ankle and knee. Grass allows you to slide too, a tiny bit, but it suffices, the same for football. † (Bernard,1996) So when making a cut, the foot will not give stay planted and the injury will not occur. Nagler goes on to say, Football on grass results in fewer ligamentous injuries, and those that do occur are not as severe, according to the published scientific articles. Furthermore, synthetic turf may exacerbate existing injuries, or make healing take longer. (Bernard,1996) These ligamentous injuries are usually the most severe injuries to occur because of the artificial turf. In an interview with Dr. Wayne Woodland, he explained that, â€Å"there is also an increased risk of concussions, and the turf causes many athletes to get turf toe. † Turf toe is a strain to the ligament in the big toe which is not only likely to reoccur, but it can also be a serious injury. Deion Sanders was lost for the end of last years season and was required to have surgery to fix the injury and the Atlanta Falcon's Chuck Smith missed more than a month this season with the injury. Even more disturbing than the obvious increase in injuries is that there are at least three deaths and several more cases of paralysis which have been blamed on artificial turf. Players in the NFL are so livid about not wanting to play on artificial turf that in the past, the NFLPA have filed numerous lawsuits trying to get artificial turf labelled a â€Å"hazardous substance†. With the advancements of technology, astroturf needs to be replaced with something which is safer and less punishing for the players. In most cases this alternative is grass. Though, many stadiums will not switch to grass due to the economics of the situation. Grass is expensive to maintain and will limit the income of the stadium by limiting the erformances that can be put on there, such as concerts. Many people feel that the controlled environment is needed to allow for a better game. Players are looking for the safety of grass combined with a controlled environment and low cost. There are now many products on the market which claim to meet these standards. A new company called Fieldturf, in alliance with Nike, has released a product which more closely resembles the texture and response of grass. It is made of synthetic blades and is held up byan artificial dirt composed of silica and ubber that can be made of recycled running shoes. John Ingram, the Nebraska Cornhuskers' director of athletic facilities says that, â€Å"It is the closest thing to natural grass I've seen,† (Barnes,1999) The Cornhuskers' played their entire season on the field and did not have any injuries this year. This coupled with the controllable environment made the players and management happy with the field. This new field may be the wave of the future as not only is it cheaper than grass and astroturf, but it is durable and safe. In a study done by Dr. Bill Barnhill, he found that Fieldturf had less than fifty percent fewer injuries than grass and seventy-five percent fewer than astroturf. Of these injuries, ninety-three percent were minor injuries resulting in fewer than seven days lost. Though some naturalists may not like the idea, the Fieldturf system and other systems soon like it may begin to make grass and even astroturf obsolete saving people money and players from injury. Injuries to players such as Vinny Testaverde and Jamal Anderson should not occur. Artificial turfs are dangerous and should not be used in any situation. The studies of injuries in professional athletes on grass compared to turf clearly demonstrate the risk that athletes are at when playing on these surfaces. Whether they are small or large, many of them should not happen and would not happen if the surface would have been on grass or the newer, more innovative surfaces. Management should recognize that they are paying their athletes millions of dollars and should be put in a situation where they will perform and continue to perform to their expectations for many years.

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Do You Drive Home Essay - 1710 Words

The clock strikes three o’clock in the morning— the last call for alcohol. You stumble while exiting into the parking lot, scrambling for your car keys, you have been drinking but you are not that drunk. The roads are desolate. You only live a mile down the road, a straight drive, then a left into the drive way. The chances of getting pulled over: slim to none, and the chances of encountering another car on the road: infinitely smaller. Thus, the question stands: do you drive home? Or call a cab? Driving while impaired/under the influence (DWI/DUI) is against Minnesota state law and punishable up to seven years in jail time, $20,000 in fines and court fees, and/or license suspension depending on the following: blood alcohol content (BAC), number of prior offenses, property destruction, and/or loss of life (i.e., vehicular manslaughter) at the time of the arrest (information from Minnesota Department of Public Safety- Office of Traffic Safety). 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