BOC Week Nine: Own Personal Brand

How would you create your own personal brand?
My own personal brand would be an evening gown line called Haley Blaine. Haley Blaine is my first and middle name, it already has personalization to it. The gowns would be luxury and exquisite. Along with the dresses, there would be a line of luxury cosmetics and makeup artists available for makeovers for each girls special day - the day when she will wear her glamourous dress she purchased from Haley Blaine.


What would your logo be?


How would you design business cards?
I would want my business cards to resemble my brand, so they would have to a have a unique and glamorous touch. Either a unique shape, fancy font, imprinted text, or even glittered would be some ideas for how I would create my cards.








What would your theme song be?
If I were to have a theme song a good one would be "Perfect Day" by Hoku.

Lyrics: "On this perfect day, Nothing's standing in my way. On this perfect day, When nothing can go wrong. It's the perfect day."

I chose this song because the purpose of my brand is to make every woman's "special day," (prom, homecoming, wedding, event) the perfect day.



What would you sell?
Haley Blaine would sell high end formal evening gowns for special occasions. Also, a line of somewhat customizable bridal gowns, with corresponding bridesmaid dresses. Finally, there would be a luxury skincare/cosmetics line inside the shop.


And who would your target audience be?

• The target audience would be women ages fifteen to twenty-seven.
• Upper class families with be the majority who shop from the brand due to the high price points
• The demographics of the girls will have a feminine and glamourous style

Finally, where would you show your brand? On television, in a store, or on the Internet?


My brand would be in its own Haley Blaine boutique, or in the formal section of stores like Nordstrom, Sax Fifth Avenue, Bloomingdales, and Neiman Marcus. The marketing would be shown in teen, women, and bridal magazines. Magazines such as: Cosmo, Vogue, Seventeen, and InStyle

There would also be lots of internet marketing especially through social media (Facebook, Pintrest, Twitter)

Finally, if the budget allowed, there would be a billboard in a popular and "rich" area of town.

EOC Week Nine: fun. as a brand.

Even celebrities have their own brand. I went to take a look at the website of my current favorite recording artist. Knowing that Fun.com was surely already taken, I typed fun into Google. fun. was the first search that came up; which -website or not- it already proved their popularity.


I went to their website, http://www.ournameisfun.com/. The website is most likely not run by the band themselves, but contains all the basic information a fan could need. I has their tour dates, videos, music, where to buy their merchandise, and pictures. There is not much color to the site, just black, white, and a few yellow buttons. It leaves it simple and keeps the direction focused on the content. However, I don’t think the website grasps their personality or “brand” as much as it could.


If I were to change the website I would ad an “About Us” section and write bios about the artists of the band. I would have more going on in the website to express fun.’s personality more than it does. The website now is clearly basic just to give information, not express their brand.

BOC Final: Nuero Drinks

The Neuro-drinks were established in 2007 by entrepreneur and philanthropist Sanela Diana Jenkins. The Neuro-drinks became very popular amongst younger generations. Competing with energy drinks and other nutrition beverages, Neuro quickly made it's way to the shelves of gas stations and grocery stores everywhere. "Our Mission. Neuro is a beverage that helps you do more than simply exist..." The drinks were made to enhance moods or feelings [energy, sleep, happiness, focus, weight loss, even... sex!] One of the most attention grabbing Neuro-drinks was Neurogasm - made to enhance sexual energy and sensation, and increase blood flow. The name was soon changed to Neuropassion in order to be allowed by more vendors.


"In a nutshell, the Neuro Drinks are a series of artificially flavored beverages that contain a cocktail of caffeine and vitamins alleged to give consumers increased focus, passion, or energy, depending on the specific drink. Yes, they are completely legal to consume–but, unfortunately, they are also rather expensive." The drinks are a little on the expensive side; it's be nice to see them in a jumbo variety pack from Costco someday, I'd sure stock them up in my fridge! In my opinion the drinks taste like vitamins, but yummy vitamins kind of like the Flintstone vitamins for kids, if I could describe it. "The drink tasted like weird diet soda, a vaguely citrus, carbonated-Splenda kind of a deal, with a slightly thicker texture than I normally prefer in my drinks. It wasn't gross, exactly, but it wasn't climbing up the ranks of my favorite beverages either. "

The drinks come in a variety of colors flavors, for a variety purposes. With their unique bottle shape and eye catching colors the drinks they are very tempting to try.“The colorful bottle and interesting names of the drinks caught my eye at first, and after tasting it, it doesn’t taste as bad as you think,” said Scott Bishop a computer science major. “It does more [for me] than all those other drinks do and it’s new so I have been sticking with it.”  There are definitely different opinions on the beverages from consumers. It may be a preferred taste, but so is coffee, energy drinks, and other nutrition drinks as a matter of fact.

"NeuroBliss: Lightly carbonated grapefruit juice. Pretty dense flavor, but perked up by the carbonation. Tastes like happy!
NeuroSport: Uncarbonated lemon-lime. Incredibly open and refreshing, exactly what you’d want while/after working out.
NeuroSonic: Stronger carbonation, quite fruity to the point of being unidentifiable. Tastes like brain power.
NeuroSleep: Soft and smooth mango, uncarbonated. Almost soothing.
NeuroTrim: No carbonation, and a prominent yet fleeting taste of something that grows on a tree. Comes and goes without a need for commitment."











My personal experience with the beverages has been positive. I trust the Neuro-drinks more than other energy drinks and notice a difference in my mood when I drink them. Who knows if it's a mind trick -maybe I drink the Neurobliss and think I feel happier because it's in my head that I will - or Hey! Maybe they really work! Either way, I like the flavor and prefer them over the sugar and calories of energy drinks, so unless bad news comes out about these colorful drinks, I will continue to be a fan of the Nuero-drinks!

Week Eight EOC: Discussion Questions

1. How does technology redefine the role of the end user in the branding process?
  Technology for brands including customization, email, and surveys helps keep a better relation ship with the consumers. When brands are satisfying their customers they have a higher chance to have word of mouth marketing and returning customers. "TECHNOLOGY plays a direct role in redefining habits and values, and thus reshaping cultures. So if technologies impact our lives, behaviors, and social habits, then brands that adopt and introduce these technologies have an equal impact as well. Think of how Microsoft, Apple, or DuPont have changed our lives in many aspects with their innovations and products."

 (Hameide 264) Hameide, Kaled K.. Fashion Branding Unraveled. Fairchild Books, 2/2011. <vbk:978-1-60901-792-7#outline(8.2.1)>.

2. How does the concept of experiential branding relate to the branding process as described in Part 1?

Experiential branding relates back to the branding process because emphasizes the third concept of creating a good experience for the customer regardless of the service or product. Customers definitely pay attention to experience. A good example of spending extra money just for experience would be Starbucks customers. "Experiential branding is of extreme relevance in the new environments."

 (Hameide 275) Hameide, Kaled K.. Fashion Branding Unraveled. Fairchild Books, 2/2011. <vbk:978-1-60901-792-7#outline(8.9)>.

3. How do microbrands compare to corporate brands and brand extensions?

A micro-brand is a smaller brand that branches off of the corporate brand. "A MICROBRAND is a limited yet distinct version of the original (or mother) brand."

 (Hameide 269)

Hameide, Kaled K.. Fashion Branding Unraveled. Fairchild Books, 2/2011. <vbk:978-1-60901-792-7#outline(8.3)>. Although micro brands are "micro" they have a big impact on the success of the brand. They can create more expansion and much more profit. Microbrands allow a company to emphasize a concept on a specific micro brand for instance "G by Guess" or "CK" by Calvin Klein.

BOC Final: Audi TT

"Truth in Engineering"


Audi, founded in 1899, has been around for over 100 years. The brand was developed in Germany. The company was developed by August Horch. The name Audi came from the name Horch. Horch, meaning "hark!" translates to "Audi in German. Eventually Horch left the company in 1909 due to problems with the company. "Audi was forced to produce vehicles for the war effort, and then after the war the recession was also a tremendous problem for the company."  Finally Audi overcame their problems and became as worthful as worth full as Porche and Mercedes.




"Nothing compares or keeps up." Ever wonder what the four rings of Audi's famous brand symbol mean? They have to do with the four companies who brought Audi together. "The Audi emblem with its four rings identifies one of Germany’s oldest-established automobile manufacturers. It symbolizes the amalgamation in 1932 of four previously independent motor-vehicle manufacturers: Audi, DKW, Horch and Wanderer. These companies form the roots of what is today AUDI AG." I've always admired the four rings. I think they look sophisticated and pleasing on the Audi vehicles.



"'Vorsprung dutch Technik' or, 'Progress through Technology' is our company ethos and is the core belief that drives the development of every Audi vehicle." Most consumers admire and are pleased with the Audi brand. “The flagship Audi A8 is a full-size luxury sedan meant to appeal to wealthy consumers looking for maximum luxury and space.” Audi has made a great effort to be viewed as a luxury brand against its competitors: Mercedes, Porche, and Lamergini. Audi uses a lot of product placement in movies, books, and television shows.







Audi has been my favorite car company for many years. My mom drove two different Audis for many years. Frequently riding in the car with her allowed me to become attached to the luxurious brand. Another reason I fell for Audi was because of Reese Witherspoon’s character, Elle Wood’s, adorable Audi TT in the 2001 film “Legally Blonde”.






Ever since the movie I wanted an Audi TT. Finally in 2011 just before I graduated, I nixed my piece-of-junk first car for a silver 2000 Audi TT. It wasn’t quite as cute as Elle’s car, but I was happy. I finally had the car I always dreamed about. As the years went on the car got older and it was finally time for something a little more convenient, so I recently got a different car. However, my Audi has been my favorite car I’ve driven by far. Someday (when I’m rich!) I plan to buy the Audi of my dreams! Either another TT or maybe a shiny Audi sports car.

Week Seven EOC: Discussion Questions

1. Given the discussion on mass customization, the model seems to hold new opportunities for young entrepreneurs considered to establish a new business. Highlight the advantages and challenges of the model from an entrepreneurial perspective.

"Mass customization refers to the concept of allowing each consumer to customize or adapt products' features according to his or her needs within a standardized platform with an acceptable price premium."

 (Hameide 222) Hameide, Kaled K.. Fashion Branding Unraveled. Fairchild Books, 2/2011. <vbk:978-1-60901-792-7#outline(7.2.1.1)>. It is a good concept for entrepreneurs because it is a newer way to add uniqueness and quality to a brand. Upcoming entrepreneurs can can make themselves better than the competition because they can have the customization concept that other brands don't have.

2. Compare the way luxury and mass-market brands adopted the new technologies. What are the opportunities and challenges that each segment may encounter?

Technology created much more exposer for companies; this can be both good and bad. If a company is doing well and has little drama having the internet is a great thing. If a company has a problem everyone will know just by a simple Google search.

Many businesses can use technology to keep track of sales, demographics, statistics, and more. Technology allows businesses to do more at one time. "Mass-market brands may benefit more from new technologies, such as the Internet and virtual communities, than luxury brands probably would, as well as a younger and hipper customer base that is more Internet savvy."

 (Hameide 228) Hameide, Kaled K.. Fashion Branding Unraveled. Fairchild Books, 2/2011. <vbk:978-1-60901-792-7#outline(7.2.3.2.1)>.

3. Based on the chapter arguments and your personal analysis, how would you interpret the term iBrand?

"The iBrand name we created for this chapter is inspired by the trend of terms prefixed with the letter “i' that was initiated by computer guru Apple and adopted by others (Apple's iPod, iPhone, Imagine Publishing's iCreate, and CNN's iReport, among others). With its implication of user empowerment and consumer control, it seemed appropriate and rather inevitable to name this chapter iBrand."

 (Hameide 221)

Hameide, Kaled K.. Fashion Branding Unraveled. Fairchild Books, 2/2011. <vbk:978-1-60901-792-7#outline(7)>.

An iBrand has to do with the items listed above and also refers to the current age of the internet. With new technology consumers have more control than ever in many markets.

Week Seven BOC: Visit to a Retailer

A retailer I visited was TJ Max. Being a discount retailer, the store layout wasn't fancy, but it was organized in a specific way. There was a section for purses, a section for women's, men's, children, and young adults. I was pleased with TJMax's cleanliness and organization for being a discount store. Typically stores like Ross or Marshals feel dirty and unorganized, TJMax does a good job of making their store a pleasant place to shop.



Their customer service was there when needed, but not "in-your-face" like some retailers. I noticed every so often, a voice recording would come on over the speakers with a woman saying "Hey Maxinista..." and would say something to make me feel good about shopping there. In the dressing room there was a sign that said "Get it! You know you want to!" I though that was a good marketing scheme to promote sales.



I was very pleased with my trip to TJMax and I am convinced that it is one of my favorite discount stores to shop in. I came out with some great items and didn't get the typical buyers remorse I tend to feel after a shopping trip.

Week Six EOC: Discussion Questions

1. Compare services to products, and examine the difference and/or similarities in their branding process.

"The obvious difference is that products, for the most part, are a sum of tangible features meant to satisfy a functional purpose and need, whereas a service, though meant to satisfy a need as well, is intangible, emotional, and generally experiential."

 (Hameide 178-179) Hameide, Kaled K.. Fashion Branding Unraveled. Fairchild Books, 2/2011. <vbk:978-1-60901-792-7#outline(6.2)>. An example of a service is a massage, facial, therapy session, or personal trainer. A product is something that is tangible and can be physically used such as groceries, makeup, shampoo, and clothing.

2. Define retail concept, and briefly discuss its role in the positioning strategy of a retail brand.

Can a store position itself based on a retail concept or a business model?

 (Hameide 185) Hameide, Kaled K.. Fashion Branding Unraveled. Fairchild Books, 2/2011. <vbk:978-1-60901-792-7#outline(6.5.2)>. A retail concept is important for a brand so that the company is aware of what they do and how they do it. It gives the brand self worth and a concept to base their market, and strategies on. An example of a retail concept is to sell items at the lowest prices than competition and have great customer service. "The business model and retail philosophy adopted by the brand" Hameide, Kaled K.. Fashion Branding Unraveled. Fairchild Books, 2/2011. <vbk:978-1-60901-792-7#outline(6.5.2)>

3. What are the advantages and disadvantages of franchising as a global growth strategy?

A franchise is risky because a company has to put it its trust in an entirely different owner and business model. It risks a bad reputation for the brand if things go wrong. On the other hand it allows for nation and even international publicity, there could be much more opportunity for the brand to become global and increase sales.

Advantage: "An opportunity to expand the retail brand into new markets with minimal investment while maintaining the brand's image."

 (Hameide 206) Hameide, Kaled K.. Fashion Branding Unraveled. Fairchild Books, 2/2011. <vbk:978-1-60901-792-7#outline(6.11.3.1)>.

Disadvantage: "Lack of control and possible difficulty in monitoring a large chain."

 (Hameide 207) Hameide, Kaled K.. Fashion Branding Unraveled. Fairchild Books, 2/2011. <vbk:978-1-60901-792-7#outline(6.11.3.2)>.

Week Six BOC: Bruce Weber

BRUCE WEBER

Bruce Weber is a celebrity photographer who has worked for an unlimited amount of well known brands. A few examples are Abercrombie and Fitch, Ralph Lauren, and Vogue. Webers work has caused much controversy due to its content. Much of Bruce Webers photography is not necessarily pornographic is what is called "homoerotic." Homoeroticim is Concerning or arousing sexual desire centered on a person of the same sex. However, regardless of the innaproproat and shocking images, it's hard to deny that Weber is a talented photographer.


Bruce Weber first gained attention for his images in the 1980s shooting for Calvin Klein. The public loved his black and white toned images. Weber is most famous for his work with Abercrombie and Fitch. The sexy pictures of attractive young men and women bring much attention to the Abercrombie brand. Weber also produced a file titled “Chop Suey”; the named relating to the film showcasing a mix and variety of all his work. Along with his photography, Bruce Weber also does film work for music videos. Weber has produced videos for Pet Shop Boys and Chris Isaac.


My personal opinion of Bruce Weber is that he is great and talented photographer. In fact, I would be more than happy to model and shoot with him (as long as he let me keep my clothes on). I’ll agree that some of his images make me slightly uncomfortable, but I also find many of his images beautiful and pleasing to look at. I think his style fits the brand that use his images for their advertising.

Week Five EOC: Discussion Questions

1. How do mass-market brands compare to luxury brands in terms of brand value, pricing attitude, and location choices?


Mass market-brands cater to a much larger market than luxury brands do. Not everyone can afford to shop at luxury stores; luxury brands are pricey and more about quality and status symbols. There is a huge percentage of consumers who shop mass-market brands as apposed to purchasing luxury products. "Compared to luxury brands, mass-market brands generally adopt different distribution and pricing strategies." (Hameide 171) Hameide, Kaled K.. Fashion Branding Unraveled. Fairchild Books, 2/2011. <vbk:978-1-60901-792-7#outline(5.5)>. A persons preference of quality vs quantity will also determine how they shop and where.


2. Briefly compare premium brands to luxury brands.

A premium brand is a brand with a higher quality of merchandise but aren't quite as expensive and luxurious as brands like Louis Vuitton, Valentino, or Louboutin. "PREMIUM BRANDS are also referred to as “aspirational” or “new luxe” brands and include brands such as Coach, Victoria's Secret, and most RTW labels introduced by luxury brands "
(Hameide 162) Hameide, Kaled K.. Fashion Branding Unraveled. Fairchild Books, 2/2011. <vbk:978-1-60901-792-7#outline(5.3)>. Premium brands have a larger consumer base; someone in middle or working-class can still occasionally shop in premium brand stores, where they couldn't splurge on a luxury brand.


3. Name a few of the challenges private labels face to compete with manufacturing brands.

Private labels may struggle with having a strong customer base. Mass manufactured products are much more well-known and trusted. Its harder to gain loyal customers to private label brands unless they are much better than the name-brand product.

"Private labels must be able to compete not just on the basis of price but on quality and creativity as well in order to create the right incentive for the consumer. However, these elements do come with their own challenges."

(Hameide 169) Hameide, Kaled K.. Fashion Branding Unraveled. Fairchild Books, 2/2011. <vbk:978-1-60901-792-7#outline(5.4.2)>.

Week Four EOC: Discussion Questions

1. Explain the social element of luxury brands, and explore how this concept relates to some of the challenges facing luxury brands, such as counterfeiting and parallel markets.

A luxury brand is a brand such as Louis Vuitton or Estee' Lauder. Luxury brands concentrate more on quality as apposed to quantity. Luxury brands charge a little more for their products as they are produced with expensive fabrics, and are typically mainly hand made. Luxury brands are purchased more by emotional needs. "Luxury brands have been described as “brands that no one really needs, but everyone desires.” If this is so, then what is it about these brands that make them so attractive and coveted?" (Fashion Branding Unraveled Pg 111 Chpt 4)


2. What is the meaning of a lifestyle brand? Why are most luxury brands described as such?

I lifestyle brand is a brand that sells products used for everyday life. For instance, Dove soap, milk, condoms, lotion, fruit, and other items as such. People need certain products as necessity not necessarily just "want"; these would be a lifestyle brand.


3. Explain how luxury brands seem to defy traditional marketing principles.

Luxury brands defy traditional marketing principles because they do not promote a rational need, or accommodate to a wide variety of markets. Luxury brands adhere to particular markets and only a certain part of society can afford luxury brands.

Week Four BOC: Hawaiian Tropic

After 30 years of tradition, Hawaiian Tropic has retired their annual bikini competition. The brand used to hold a yearly Miss Hawaiian Tropic Pageant to find the new face for their product. “Ending the pageant underscores a shift that began when the personal care division of Energizer Holdings acquired Hawaiian Tropic in 2007.”

Instead of having a bikini competition, Hawaiian Tropic will chose “the new face of Hawaiian Tropic” for their brand. There was much shock amongst the public; it's hard to imaging ending a thirty year tradition! The brand is attempting to go a for a “neck up” approach to beauty.

“Bikini contests as a tactic just don’t resonate with our consumer and don’t fit with who the brand is now,” said Danielle Duncan, the brand manager for Hawaiian Tropic.

It is, however, understandable that the brand would want to steer away from a stereo type Hawaiian Tropic girl. Maybe Hawaiian Tropic hoping to show the public that beauty can come is all shapes and sizes. Even though the competitions are exciting and men love them, it just isn’t the image that Hawaiian Tropic wants anymore.

These days social media is ginormous. Almost everything is tied with social media in one way or another. Moving the contest to Facebook is saving time and money. Girls on Facebook are counting the days until the competition starts; there are many girls excited to be a part of the change.

“ I believe in Hawaiian Tropic, and it's new innovations to change the face of the company.” Says a comment on the Hawaiian Tropic Facebook page. It will be interesting to see the effects of the new change.

BOC Final: Yonanas

What if you could make your favorite flavor of ice-cream or sorbet without all of the calories, chemicals, and sugar? A device called Yonanas came up with a solution. Yonanas allows you to make sorbet and ice-cream type treats using fresh fruit right from the freezer. The way Yonanas works -without going into extreme detail- frozen fruit goes in the top, it is smashed and swirled around in the middle, and squeezes out the frozen concoction right into the bowl.


The Yonanas recipes typically call for bananas, because they create the best flavor and ice-cream-like texture, however many ingredient and fruits may be used i.e. strawberries, mangos, pineapple, peanut butter, chocolate chips, etc.) Depending what is added to the mix, Yonanas creates a healthy treat to satisfy the ice-cream lovers cravings. "When you add in other fruits and nuts like raspberries, strawberries, blueberries, peanuts, almonds to the base of bananas, you add more nutrition including: vitamin C, vitamin K, magnesium, folate, iron, calcium, protein, manganese, more potassium and dietary fiber, and loads of antioxidants, making Yonanas a super Superfood."


Yonanas, America's favorite small appliance for the kitchen that turns frozen bananas and other frozen fruit into a healthy, delicious treat that looks and tastes like soft-serve ice cream, is getting colorful this spring.

Now that Yonanas is becoming popular, they are adding excitement to their product by coming out with a variety of colored Yonanas machines. "The new colored machines are a great addition to the Yonanas family and add a fun twist to the Yonanas-making process," said Eileen McHale. “And just like the frozen treat, the new line is a pleasure you don’t have to feel guilty about.” The colored machines are a great idea to add personality to the product. “Our eyes and our taste buds are so closely aligned…it’s only natural to round out the bounty of fruity colors Yonanas churns out with a set of vibrant machines to match them.”


I own a Yonanas maker myself, and I enjoy it. It allows me the satisfaction of my ice-cream craving, yet doesn’t leave me feeling guilty. I have tried a few recipes such as bananas with Reeses, peanut butter and jelly Yonanas (strawberries, bananas, and peanut butter), strawberry pineapple, mango, and even attempted making strawberry margaritas. My only complaint towards Yonanas is that it can be a bit messy, and requires a little more effort than I had hoped for. "If the machine was a little quieter and easier to clean, it would be amazing. As is, it's pretty cool. I imagine it would be loads of fun with kids. But even my 30-year-old friends were into it." This is a review from a customer that I would say I agree with. However, I’d rather work slightly harder for a frozen treat, rather than eat a sugary high calorie guilt trip. I would recommend Yonanas to any health conscious ice-cream lovers out there! In fact, I’m eating Yonanas right now!"Quick, easy, fun to use - thats Yonanas!"

Week Three BOC: Apple Juice Scandal

Many are aware that companies may not always tell the entire truth in their advertisements or marketing. A smart person will know not to always trust a label. Business is business and companies have to make a profit, even if it means bending the truth a little. A smart consumer will know how to read between the lines when they hear a brand slogan. But what if a company skipped right over bending the truth and completely lied to its consumers. As if that wasn't bad enough, what if their consumers were babies? Beechnut Apple Juice completely lied to it's customers back in a case during 1987. The company made their juice from sugar water and a little flavoring, and had to the nerve to call their product apple juice.

Beechnut was a trusted brand by mothers who fed apple juice to their babies when doctors would recommend the sweet drink to their patients children who needed more fluid. Moms thought they were purchasing apple juice made from actual apples, when all they were really buying was colored/flavored sugar water. "The product that Beech-Nut had been marketing as 100 percent apple juice was actually made from beet sugar, cane sugar syrup, corn syrup and other ingredients, with little if any apple juice in the mixture. Prosecutors said at the time of the indictment that the bogus apple juice cost about 20 percent less to make than real apple juice."

''We believe that Beech-Nut's fine represents the largest fine ever paid under the Food, Drug and Cosmetic Act by at least sixfold since the act's enactment in 1938,'' Richard K. Willard, the Assistant Attorney General in charge of the civil division, said in Washington.The phony juice caused the company to pay a $2 million fine. "He said that the misrepresented juice, although not pure apple juice, contained only ''safe food ingredients'' and had presented no danger to health." It is still dishonesty. Sugar isn't good for babies to have to much of; the company basically “poisoned” their consumers and has forever scarred their brand. Niels L. Hoyvald and John F. Lavery were the men responsible for such a scandal. They were both sentenced to jail time and owed thousands of dollars for their dishonesty. It's amazing what people will do for an extra buck.

Week Three EOC: Discussion Questions

1. Explain the VIP concept, and compare it to the traditional Four Ps.
"VIP concept: where V = Value, I = Identity, and P = Product Mix." The VIP concept can be compared to the four P's, as they are very similar concepts. It would definitely seems that VIP comes after the four P's (Product, Price, Place, Promotion). A business obviously must first have a product and decide how they want to sell it and for how much before they can get too in depth about the brand. VIP has to do with branding, and the four Ps have to do with sales.

2. Explain the concept of co-branding; give examples.

"Co-Branding is the practice of using multiple brand names together on a single product or service." 

A few examples of co-branding are laundry detergent adding the Febreze scent to the mix. Another example is toothpastes adding Arm and Hammer to their product. Companies use co-branding so that a customer can feel reassured they are getting quality of both brands.

3. How do licensing and brand extensions compare as growth strategies?

Brand licensing allows further distribution of  a brand. Brand extension is when a brand will ad more types of products t they product line to ad more variety to the product mix. Licensing tends to be more of risk.

BOC Midterms: Clinique Chubby Stick

A moisturizer, gloss, and lipstick all in one - Clinique's Chubby Stick Moisturizing Lip Colour Balm is a favored product amongst Clinique customers. The Chubby Stick is a colored lip crayon used to add moisture to lips while leaving a tint of color. "A lip crayon is kind of a mix between a lip liner and lipstick in the shape of a jumbo crayon. You get the benefits of a lip liner, but it goes on smooth like a lipstick or lip balm."

"The Chubby Stick Moisturizing Lip Colour Balms are sold worldwide and each country has a favorite. Here in the US it's Super Strawberry, in the UK it's Woppin' Watermelon and in Russia, Whole Lotta Honey" Chubby Stick comes in a variety colors: Woppin' Watermelon, Pudgy Peony, Whole Lotta' Honey, Mega Melon, Fuller Fig, Richer Raisin, Graped-Up, Super Strawberry, Chunky Cherry, Heaping Hazelnut, Bountiful Blush, Two Ton Tomato, Oversized Orange, Mighty Mimosa, Curvy Candy, and Voluptuous Violet. The funky names all use an alliteration of words that are synonyms to "big", hence the larger size of the lip crayon. The large size and sheer color of the stick makes the product easy to apply on-the-go, even without a mirror.

Clinique did a job well done coming out with a product that is for everyone. Because it is a three-in-one product, the cubby stick is well rounded making it more likely to suffice to anyone who purchases one. If lipsticks dry out a woman's lips, she could use Chubby Stick allowing her to apply the color she desires without the drying and clumping affects of lipstick. According to the reviews on Clinque.com 93% of clients are pleased with the product.

"I have several chubby sticks and I love them. Perfect on those days when I don't feel like wearing a lot of makeup. Pudgy Peony is my favorite, adds a pop of color that is not too heavy!" says a customer in her review on her experience with Chubby Stick.

The customers who were not pleased with the product, felt that, "The color doesn't stay on long and barely shows up." So maybe Chubby Stick isn't for everyone; however, it wasn't made to have a heavy color pigment.

Like any product, Chubby Stick has its competitors. Brands like Neutrogena, Covergirl, E.L.F., Revlon, and Sally Hansen, have their own verisons of a “Chubby Stick.” The biggest competition for Clinique is price. Being a luxury product, Clinique has a much higher price point than its competitor's brands which are available through lower cost retailers (i.e. Walmart, Target, Walgreens.)






CLINIQUE Chubby Stick Intense Moisturizing Lip Colour Balm, $16.





NEUTROGENA MoistureSmooth Color Stick, $6.49.

COVERGIRL LipPerfection™ Jumbo Gloss Balm, prices vary.

E.L.F. Essential Jumbo Lip Gloss Stick, $2.






REVLON Just Bitten Kissable Balm Stain, prices vary.






SALLY HANSEN Colorfast Tint + Moisture Balm, prices vary







I personally own the Pink Peony Chubby Stick, and love it as much as the other's who've reviewed. I am curious to try other brands and compare it to - the one and only - Chubby Stick. It will be interesting to see how Clinique holds up to it's lower cost competition. "Super-nourishing balm is loaded with mango and shea butters. Just what dry, delicate lips need to feel comfortably soft and smooth. Eight mouth watering lip tints in all, each with a subtle sheen." Personally, regardless of the brand, I would recommend a Chubby Stick for any woman's makeup kit or purse!

Week Two EOC: Chapter 2 Discussion Questions

1. Describe the relationship between branding and marketing.
The relationship between branding and marketing is an essential relationship. Although the two go hand in hand, they are different concepts. Branding is about giving the product value and basically a personality. Marketing are the stages of communicating the brand to the its audience. "Marketing supports the development of brands in all of its stages."


2. How does the decision-making process differ between that of luxury brands and mass-market brands?
The decision making process can differ between luxury and mass-markets because the value and quality of the products are different. Luxury brands with make decisions on how to keep their brand luxurious and high quality. Mass-market brands will concentrate on how to inexpensively and efficiently sell their merchandise and keep up with trends.

3. Explain the meaning of “brand identity” and highlight its role in the positioning strategy.

A product is given a brand identity which reflects the brands values. The identity helps the brand become distinguished and communicate its benefits to customers. Brand identity is the "meaning of the brand."

Week One EOC: Discussion Questions

1. Explain in your own words why we need brands.


According to Fashion Branding Unraveled by Kaled K. Hameid, it is written that:


A brand creates a visual identity and a mental reference to the product.


• A brand offers a promise of a certain value and a contract or guarantee that it will be consistently delivered.


• A brand makes our choices easier and less risky.


• A brand allows us to identify with and belong to a certain lifestyle or image.
A strong brand can create an entry barrier for competitors to enter the market and challenge it.


In my opinion, we need brands so that consumers can develop trust for what they are purchasing. Brands give different options for similar products and a variety of choices.




2. The promise of value is an important element of any brand. Explain the concept and its relevance to the brand.


Value is important in a brand because it helps the company grow and gain a name for itself. Aside from that, customers are able to trust that they are getting quality out of their purchase. People want to know they are getting their money’s worth for what they are purchasing.




3. Innovation and consistency may seem to be two contradicting notions. What does each term mean in relevance to the brand, and how do these terms work together in defining it?


A brand needs to be innovative by keeping up with the changing times and trends, and technology. They need to stay consistent, however, to they’re brand and what they are known for. For instance, a clothing company can continue to change with the trends and the current fashions, however their target market, demographic, sizing, and theme should not change. A brand must have consistency to be a brand, but should also be innovative in order to be successful and useful.

Week One EOC: Slip! Slop! Slap!

BOC #1: SLIP! SLOP! SLAP!




In 1981, skin melanoma rates were becoming higher and higher in Australia. Skin cancer was being caused mainly by UV radiation. The Anti-Cancer Council of Victoria decided to come up with a campaign encouraging Australians to protect themselves from the sun’s harmful rays.


The Anti-Cancer Council partnered with an ad agency, a composer, and a designer/animator to create a jingle and short advertisement. The commercial featured cartoon seagull named Sid. Sid sang the catchy jingle:




‘Slip, Slop, Slap!
It sounds like a breeze when you say it like that
Slip, Slop, Slap!
In the sun we always say 'Slip, Slop, Slap!'


Slip, Slop, Slap!
Slip on a shirt, slop on sunscreen and slap on a hat
Slip, Slop, Slap!
You can stop skin cancer - say: 'Slip, Slop, Slap!'


The commercial was an immediate hit amongst children and parents. Throughout the decade the Slip! Slop! Slap! advertisements were produced as advertisements as well as community service announcements. The slogan became so popular it is now a part of the Australian language. Slip! Slop! Slap! changed the attitude of sun protection amongst Australians.

Slip! Slap! Slop! reached much success in achieving the dream of the idea. According to the book Fashion Branding Unraveled: The idea is the concept; it's the vision of the brand or the initial dream upon which an entire venture is created. Any product (or service) is meant to solve a problem or satisfy a need. The Anti-Cancer Council of Victoria had a vision - to encourage people to be safe in the sun and to lower the rates of skin cancer. They did just that with their Slip! Slap! Slop! campaign. The book also states: There are two elements, or components, that create a brand's identity: personality and symbols (we can also call these symbols attributes or visual/audio identity). Obviously these two elements work hand in hand and complement each other to form the brand's identity.

I believe Slip! Slap! Slop! was successful because they targeted their advertisement at Children. Doing so, also targeted the children’s parents and so on. Having a catchy slogan and a cute cartoon made the ad appealing towards generally everyone.

Week One EOC: My Voice

Fashion is art. We see fashion every day, everywhere, on everyone. It expresses our personalities, our mood; it is creative, artistic, and always changing. Fashion is one of the most important ways of marketing one’s image. Image is everything, and first impressions are the key to having good business and personal relationships. The constantly changing fashion industry is something I have discovered to be a passion of mine. I get a rush from everything about fashion- the trends, sketching, history, styling, and of course shopping. The beauty industry goes hand-in-hand with fashion and is another on of my long-lived passions. There’s something about enhancing a person’s appearance and watching their confidence glow when they find the mirror.