Ralph Lauren Case Study Analysis Essay Example | Topics and Well Written Essays - 1500 words

Ralph Lauren Case Study Analysis - Essay Example Recommend ways through which the brand can continue to be successful in future: 8 5. Conclusions 9 6. Bibliography 10 1. Introduction This report contains relevant information about the Keller CBBE model steps and how a brand like Ralph Lauren has successfully managed to implement the Keller CBBE steps to their competitive advantage. In addition to that, the paper also contains information about POP’s as well as POD’s and how a brand like Ralph Lauren can utilize these unique and strategic features so as to gain a competitive edge and a lasting market stand. 2. Apply all four steps of Keller’s CBBE model (2003 or 2008 or 2011) in case of the Ralph Lauren brand. To what extent do you think the Ralph Lauren brand has achieved resonance with its customers? According to Keller (2003), the CBBE model is used by businesses so as to create an impact and a solid platform through the products and services that they have to their targeted market. Steps in Keller’s B rand Equity Model: 2.1 Brand Identity (Salience or Awareness) This step involves the creation of an outstanding brand name. Keller (2003) termed this as â€Å"brand salience†. The RL brand has optimally fulfilled brand identity. They have been in existence for a number of years and have managed to counter competition effectively. Their customers distinguish their products as being luxurious. Therefore, whenever a customer wants superior products, they are sure that RL will be one of the possible brands to deliver. It can also be noted that, the brand RL know what specific market segments they need to target with their superior products. This tip could be related to the idea that they always engage in thorough market research techniques and strategies which unveil information that is relevant to keep them ahead of their game at most times. Through the information that is deduced from market research, it can be noted that the brand has also managed to attract customers to their array of products and services which fully satisfy the needs demanded. Extent of RL Brand Awareness: When consumers need luxurious and high quality products, they always have RL in mind. 2.2 Brand Performance According to Keller (2003), brand performance is the capability of the product to achieve the desired needs and/ or wants of the customer. There are a number of different customers’ needs such as: product reliability, product durability, product efficiency and effectiveness, product design and the most important is the product pricing. The RL brand main core business products and services include: clothing, footwear, fragrances, jewellery, tailoring and food service. From that, it can be determined that the brand has achieved performance through their product pricing, product reliability, product design, as well as product durability. This is due to the fact that they only deal with luxurious products for men, women and children and they have never compromised on the qu ality, reliability, durability and design of their products. In addition to that, their brand is priced accordingly and they will always deliver as stated. 2.3 Brand Image According to Keller (2003), brand image refers to the general outlook of the product. It can also relate to the experience that the customer got while using the product or service and how that experience impacted them –