Matching Items (6)
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- Creators: Bovio, Sonia
- Creators: Department of Supply Chain Management
- Member of: Theses and Dissertations
Description
As firms increase the number of channels that they operate and distribute their products and services on, they run into new challenges with branding. One sub-industry where many firms have used multi-channel branding is the specialty apparel segment of retail. Many firms of this kind are using a four-channel approach with physical stores, brand websites, social media pages, and direct mail catalogs to market their products. Yet, there are few specialty apparel retailers that do this well across all four channels. A particular technique used to market products in this way is visual merchandising. Visual merchandising for apparel products pieces together full outfits with multiple clothing items and shows them, in some way, being worn. Beyond just marketing products, however, visual merchandising can provide firms with benefits of branding such as brand expertise, positive consumer attitudes, and increased consumer purchase intent. To do this, firms must develop quality brands using traditional branding practices. To use as guides, J. Crew and Anthropologie's branding and visual merchandising practices were analyzed in case studies. Testing consumer perceptions of these brands and their success, primary research about consumers' behavior relative to specialty apparel retail brands and their visual merchandising displays was an outcome. From this research, it was found that consumers best respond to in-store visual merchandising displays. In showing products, a variety product combination strategy is preferred as it enhances the value consumers perceive in brands and builds brand character. Consumers also feel that visual merchandising impacts their knowledge of the brand and its products as well as personal styling. If brands successfully use visual merchandising to brand themselves, brand consistency, brand expertise, and positive consumer attitudes are an outcome. Recommendations for specialty apparel retail brands have been developed using these findings, and the potential such firms are able to realize in using these will greatly benefit them.
ContributorsTaylor, Allyson Nicole (Author) / Montoya, Detra (Thesis director) / Gray, Nancy (Committee member) / Department of Supply Chain Management (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
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
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
Description
The Golf Equipment Industry is flooded with many competitors, all looking to expand and grow with their various customer bases. In an industry which demands rapid new-product developments and offerings, companies must position their various brands in a way that appeals to both current and future customers. In tailoring product offerings and leveraging existing brand equity, effectively manipulating brand portfolios, companies must assess the risk of brand dilution effects when fulfilling company-wide growth initiatives. The following project will present research-based marketing principles with marketplace examples from various industries; specifically looking at marketers’ strategies in manipulating brand portfolios through the use of brand architectures, upward/downward line stretches, and brand extensions. Essentially, this paper will present the importance of manipulating brand portfolios in a variety of industries (including the golf industry), exciting current and new customer bases, eventually establishing an understanding of the risks associated with each leveraging strategy.
With a deep emphasis on the criticality of mitigating brand dilution whilst manipulating product offerings, this paper will then provide a golf-specific industry trend analysis, diving into the various ways marketers at TaylorMade Golf, Callaway Golf, and Cleveland/Srixon/XXIO Golf leverage brand equity while mitigating brand dilution risks. With a greater understanding of marketing-theory based principles and research conducted on the current customer trends prevalent in the golf industry, supplemented by marketing-personnel survey responses, I will be able to translate branding-based principles into recommendations for companies competing in the golf equipment industry.
With a deep emphasis on the criticality of mitigating brand dilution whilst manipulating product offerings, this paper will then provide a golf-specific industry trend analysis, diving into the various ways marketers at TaylorMade Golf, Callaway Golf, and Cleveland/Srixon/XXIO Golf leverage brand equity while mitigating brand dilution risks. With a greater understanding of marketing-theory based principles and research conducted on the current customer trends prevalent in the golf industry, supplemented by marketing-personnel survey responses, I will be able to translate branding-based principles into recommendations for companies competing in the golf equipment industry.
ContributorsMilroy, Thomas Carlo (Author) / Montoya, Detra (Thesis director) / Eaton, John (Committee member) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05