Matching Items (5)
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- All Subjects: Branding
- Creators: Bovio, Sonia
- Creators: Aggarwal, Payal
Description
This paper is rooted in the field of business, with an emphasis on entrepreneurship in the fashion industry. The questions we tried to answer were the following: What are factors of success for current fashion brands? What is important to our target market when shopping? How can we deliver these attributes to our target market? How can we use our findings to create a fashion brand? First, we conducted in-depth external analysis about existing retailers including, Forever 21, Zara and Brandy Melville. After doing so, we created brand molecules and learned about other people's perceptions in relation to these existing brands. Next, using our own qualitative and quantitative research, we sought to understand the many gaps in the overall shopping experience for college students and young working professionals. Our research revealed many common themes and trends that we will integrate into our proposed business plan in efforts to fill the gaps. Through our data analysis, common trends included how our demographic learns about new fashion trends, statement pieces versus mix-and-match basics, online shopping versus in-store shopping, price sensitivity of our target market, and lastly, the quality of customer service and the store's return policy. After our extensive research and data analysis, we began to construct our brand. We propose a new business model that targets our fashion-forward consumer with a memorable shopping experience that delivers high-quality and trendiness to their wardrobe. Using the elements and trends we identified, combined with our own vision, we combined them into one brand, The Capsule Collection. ur brand will feature high-quality, reasonably priced basics ranging from everyday casual to business casual. We will have store locations in cities where there are many young working professionals, and target them through social media advertising. Our store will feature an open layout with clean and minimalistic displays, keeping everything in neutral tones and accented with plants. The goal of The Capsule Collection is to make shopping as easy and exciting as possible, and focus entirely on the customer's experience.
ContributorsMeyyappan, Rathna (Co-author) / Aggarwal, Payal (Co-author) / Gray, Nancy (Thesis director) / Samper, Adriana (Committee member) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Department of Supply Chain Management (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
Starting in 2002, Arizona State University (ASU) began a rebranding effort to transition from having a reputation as a top 10 party school to being known as a prestigious research institution. Over the last 15 years, ASU has successfully reached some of these goals, eventually being named the #1 most innovative university in the country by the U.S. News and World Report. Part of this success can be attributed to the university's communication and marketing efforts, which seek to improve the university's reputation and build relationships with stakeholders. This study analyzes ASU's communication entities, how they interact and what messages they push out to stakeholders, particularly in regards to the #1 in innovation award. Primary research in this study looked at keywords used by different stakeholder groups affiliated with ASU, how they viewed ASU's reputation and how they receive communication from the university. Overall, the closer the relationship with ASU, the more positively the respondent viewed the university. Perception also varied based on geographic location and proximity to the university. Innovation is clearly a key brand perception of ASU from stakeholders, and the party school image is still persistent among those not affiliated with the university.
ContributorsHarrelson, Savannah Lee (Author) / Renzulli, Virgil (Thesis director) / Bovio, Sonia (Committee member) / School of Community Resources and Development (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
The Importance of Online Branding and Targeted Social Media Campaigns within the Restaurant Industry
Description
In order to explore the importance of online branding and social media in the restaurant industry, this thesis will apply concepts from the literature review to Hennessey's Tavern Inc. The purpose of this project is to present research and create a campaign based upon these findings that will help Hennessey's Tavern Inc. improve its online presence and social media, starting with its 10 Hennessey's Tavern locations. The deliverables and research will provide Hennessey's Tavern Inc. with a detailed audit of its current brand and ways in which it can be improved.
ContributorsBrightwell, Taylor Nicole (Author) / Wu, Xu (Thesis director) / Matera, Fran (Committee member) / Bovio, Sonia (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
The research titled “A Comparative Analysis of Museums in Paris, Barcelona,
and Phoenix” critically reviews six museums in three culturally diverse countries. This research looks at features within marketing, space, and branding which may or may not differ depending on socio-cultural factors, histories, traditions, etc. in Spain, France, and the United States. A conclusion is formed around the identity of each museum through the variables of marketing, space, and branding.
and Phoenix” critically reviews six museums in three culturally diverse countries. This research looks at features within marketing, space, and branding which may or may not differ depending on socio-cultural factors, histories, traditions, etc. in Spain, France, and the United States. A conclusion is formed around the identity of each museum through the variables of marketing, space, and branding.
ContributorsWeiler, Libby A (Author) / Bernardi, Jose (Thesis advisor) / Fehler, Michelle (Committee member) / Harmon-Vaughan, Beth (Committee member) / Arizona State University (Publisher)
Created2016
Description
A guide to implementing empathy in crisis communications
ContributorsLong, Mary Louise (Author) / Schmidtke, Lisa (Thesis director) / Bovio, Sonia (Committee member) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Comm (Contributor, Contributor) / Barrett, The Honors College (Contributor)
Created2021-05