Mango Brand Analysis
Course: Branding and Positioning
Submitted by:
Lecturer:
Date Submitted: 24 November 2014
Table of Contents
Section | Page |
Title Page | 1 |
Table of Contents | 2 |
Executive Summary | 3 |
Introduction | 4 |
Study Objectives | 4 |
Methodology: Analysis and Modeling | 5 |
Figure 1. Keller's Brand Equity Model | 5 |
Figure 2. The Kapferer Brand Identity Prism | 6 |
Analysis | 7 |
Keller's Brand Equity Model | 7 |
Kapferer Model | 9 |
STP | 11 |
SWOT | 12 |
Points of Parity and Points of Difference Analysis | 14 |
Sample Marketing Plan | 15 |
Conclusions and Recommendations | 18 |
References | 19 |
Executive Summary
This report was done to examine the branding and positioning of lifestyle and retail company Mango through different models for brand analysis.
Branding and positioning of Mango was identified and analyzed with the use of Keller's Brand Equity Model and Kapferer's Identity Prism. After which, the brand's segmentation, targeted group and positioning was identified. A SWOT analysis was done in order to reinforce the information obtained from secondary research and the conducted analysis.
After this was done the points of parity and points of difference was done between Mango and its two main competitors Zara and H&M. In this section, the brands similarities were identified as well as the distinction of each of these brands among each other were defined.
A sample marketing plan is then presented in order to maintain Mango's brand equity among its consumers. At the end of this report, concluding statements and recommendations were done.
It is recommended that further studying on unpublished documents pertaining to the brand should be done in order to further validate the findings in this study. It is also recommended that Mango will also reinforce its e-commerce presence as this will maximize the brand's reach among targeted consumers around the globe.
Introduction
Mango is a lifestyle and retail brand that sells...