When you achieve strong brand equity, you can be sure that customers would buy more of the products, recommend them to other people and they are more likely to stay loyal to your brand.
In case of Ralph Lauren brand which has been relevant on the market for nearly 40 years, its owner and creator Ralph Lauren is responsible for bringing his brand to the top and keeping it there earning perhaps iconic position, all thanks to his visionary plan and its perfect execution. .
CBBE MODEL STEP 1: ESTABLISHING BRAND IDENTITY AND AWARENESS.
First major step on a long road to success was associating the products with name Ralph Lauren, and using himself as a first Ambassador of the brand. Widely recognised, due to his unique and ground breaking designs, from the first line of ties Ralph Lauren was differentiated himself from the competition with product that was bigger in size and sold at much higher price than his competitors, that shows us that Ralph Lauren was focused on achieving brand equity from the beginning and he was able to accomplish imaging in terms of a price. Customers were made to believe that due to higher price, product they get would be of the highest quality. They were buying not only high quality product but also intrinsic values that come with it which established its unique selling proposition.
CBBE MODEL STEP 2: BRAND MEANING.
Thanks to recognizable brand name and introducing the logo which was inspired by polo games, associated to high class elegant lifestyle the company started to leave a mark in customers minds. Differentiating from competitors Ralph Lauren launched the woman's line and after ruff start, the designs were improved and the line started to become successful. Use of Ralph Lauren clothes in variety of motion pictures and associating the products with iconic Hollywood stars such as Robert Redford led to establishing brands global awareness and recognition.
Penney Case Study Company History and Background J. ... Penney's recovery was also stymied by Ullman's massive 2008 deal with Ralph Lauren to launch American Living, was a Polo-lite brand sold only at Penney, which failed largely because J. ... Penney was not allowed to the Ralph Lauren name or the Polo logo. ...
