Brand management & research.

Write a 10 pages paper on brand management & research. Brand name and image of the company is so important and its implications are so far reaching that it cannot be ignored. It explains the fact that why managers today put so much emphasis on positioning and branding the organization. This paper aims at studying the effectiveness of the brand “ UGG” with special reference to the three major criteria brand value, brand image and brand positioning. Brand is a connection between brand owner and the customer. So this paper aims to analyze the effectiveness of brand from the perspective of both. The strengths and weaknesses of the brand will also be analyzed. UGG ® The history of UGG ® registered trade mark of Australia began in 1978, when Brian Smith, a young surfer, introduced his sheep skin boots in California and became popular among surfers. It was acquired by Decker’s outdoor corporation in 1995. In the next couple of years product line grew to include two boots, four slippers, and a few casuals. It was only in 1998 that UGG ® came in the list of the world’s finest footwear. UGG ® was positioned as the high end luxury product and brand and a matching appropriate marketing and distribution strategy was adopted. This high end product, symbol of luxury and comfort, soon started expanding beyond Australia and beaches of California. In 2003 it was named brand of the year in footwear news. The brand promise of UGG ® is accessible luxury. Their products fit into the everyday life of the customers. Their products are fashionable, comfortable and yet attainable and that explains their philosophy. The target customers are those people who value luxury, comfort and highest quality footwear. The quality is ensured by using the highest quality of leather, suede and world’s finest sheepskin. Their mission statement is “UGG ® Australia markets the premier brand in luxury and comfort.” UGG has their concept stores in North America, Europe and Asia Pacific. Apart from that they have their own authorized retailers and authorized online retailers almost all over the world (UGG, 2011). Brand Value Today’s world is flooded with brands. We have witnessed the branding of almost everything around us including people. Even places, institutes, events, literally everything is branded. The list also includes intangible products such as cyber brands. Building brands is not enough because it not only raises expectation and demands from the customers but the brand has to live up to the promise (Parameswaran, 2006). Same is true for UGG brand that now represent the sheep skin boots in over 100 countries. Ugg has been the generic name for sheepskin boots in rural Australia and New Zealand since 1920’s. In this globalized world where businesses and consumers are separated, brands act as an important communication tool. A brand is an aura that surrounds any product or service and creates the differentiation criteria for the customer from the competitors by communicating the benefits of the products and services. UGG represents luxurious and quality sheep skin shoes etc. Brand communication which emphasizes on the holistic nature and brand value takes into account all the communication channels and the audiences. In this model CEO is the ultimate brand manager, who also defines the long term strategic direction of the brand. It is the job of the brand manager to ensure the closest match between customer expectations and the band promise.