Fashion Brand Management Rizla Essay Example | Topics and Well Written Essays - 3000 words

Fashion Brand Management Rizla - Essay illustrationThe essay Fashion Brand Management Rizla talks about the Rizla Brand Management. According to David Aaker (author of BRAND PORTFOLIO STRATEGY, 2004), a pervasive lack of understanding of the role of brands in a companys success is wreaking havoc on companies potty lines. Subsequently, many companies fail to make the closely of their brand portfolios. This trend can be reversed to regenerate brands to support growth. Rizla held an exclusive gig by a five piece Brazilian electro-rock band called CSS. The Rizla-inspired font also featured a special guest performance by the legendary Jarvis Cocker. The objective was to military position Rizla as an innovative brand, targeting the 18-24 year olds a strategy invoked to identify Rizla as a brand, with the music excited younger generation. This is brand equity. Interbrand is a leading brand consultancy that was founded in London in 1974. Interbrand combines a miserly brand strategy a nd digest of management consulting practices with the entrepreneurial and creative spirit of branding and design. It offers a world-wide array of consulting services that back up in the creation, enhancement, maintenance and valuation of a clients most valuable asset, their brands. Unlike other brand cling to league tables, Interbrand relies not on just a single source for evaluating a brand, but refers to a wide array of primary and secondary sources that argon applicable to each brand, such as Datamonitor, ACNielsen, Gartner, and abidance & Partners. Interbrand engages its network.... Interbrand combines a rigorous brand strategy and analysis of management consulting practices with the entrepreneurial and creative spirit of branding and design. It offers a comprehensive array of consulting services that help in the creation, enhancement, maintenance and valuation of a clients most valuable asset, their brands. Unlike other brand value league tables, Interbrand relies not on j ust a single source for evaluating a brand, but refers to a wide array of primary and secondary sources that are applicable to each brand, such as Datamonitor, ACNielsen, Gartner, and Hall & Partners. Moreover, Interbrand engages its network of brand valuation experts from offices around the world to ensure that the league table considers the brands from a international perspective (Interbrand, 2006).Brands are tools used to project a product in the minds of the consumer. They exist mainly by virtue of a continuous process concerned with delivering a cluster of values, interpreted and internalised by customers in such a way that it enhances its existence. The feedback that an organisation receives determines the likelihood of brand success (De Chernatony, Ch.2, p.14, 2000). An important aspect in managing contemporary fashion business is supply chain management. Once an order is placed, the manufactured product postulate to reach the designated store or consumer. Retail environmen t constantly undergoes changes, and unless the product reaches the wholesaler or retail merchant on time, it could have severe economic and consumer pressure. Market responsiveness and meeting the demands of the ultimate consumer are study reasons for success in fashion. The fashion industry ranks fourth largest in the UK today. The end of the world war changed the demo of