Brand Management - Master Marketing

THE BRAND POSITIONING

STATEMENT

• Ready-to-wear American brand based on quality,

style, elegance and luxury.• Ralph Lauren illustrates the American culture

through its collections.

THE IDENTITY PRISMPhysical :

PoloShirt materialWoodLogoBoston mansion house

Relationship : Social Distinctiveness Exclusive

Reflection : C

omfortableNice, rich, ideal son-in-lawSelf-assuredDynamic, proudBCBG legendary sophisticationYoung person of good social standing

THE IDENTITY PRISMPersonality :

Discreet / no show offAuthentic and trueSelf-assuredLoyal Culture :

American way of lifeWasp Kennedy clan Boston elitism Luxury Craftsmanship Elegance

Self-Image : TimelessClassical elegance Elite member Refined taste

THE 3 IDENTITY LEVELS

1. Figurative elements

2. Narrative articulation

THE 3 IDENTITY LEVELS

3. Genetic code

1. THE FIGURATIVE ELEMENTS

• Colors and materials :– Natural colors : beige, brown, dark blue, black,

dark green /All pantones for the polos– Noble materials : tweed, cashmere, wool, silk, cotton

• Product design : structured shapes, thin stripes, plain colors• Brand representative icons: Polo, Rugby, Sailing, Aristocracy

1. THE FIGURATIVE ELEMENTS

2. THE NARRATIVE ARTICULATION :

STORY • Lifestyle brand which proposes a real way of life• The collections remind the American

dream and explains asociologic identity• It started with two stories :

•The “WASP” : a determined social group, the Kennedy clan, American dynasties• TheWestern: cow-boys, the conquest

of the west, golddiggers

2. THE NARRATIVE ARTICULATION:

COMMUNICATION • The American Lifestyle :

• The clothes and the brand name :

• Tone : Noble, serious, sophisticated, restrained

3. THE NARRATIVE SCHEME OR

GENETIC • Vision : make the ideal life seem palpable with

timelessdesigns. Make the American dream come true

• Mission: being a standard of the American style with noble materials and providing quality products

• Ethic : style, luxury, long term• Skills : respect the American culture, its know-

how drawn from Ralph Lauren’s passions : sports, movies and traditional clothes

3. THE NARRATIVE SCHEME OR

GENETIC • Values: timeless elegance, never out of

fashion, authenticity, originality

THANK YOU