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.