Brand Management Singapore – Brand Development Strategy Analysis

For an EXISTING company and/or brand originated in Singapore, critically review and evaluate the brand development strategy. You should attempt to explain the justification for brand development decisions that have been made and evaluate the brand marketing mix in relation to the strategy. Your approach will tend to be reflective and critical as you seek to evaluate the strategy used for the brand.

Individual report (2,000 words +/- 10%)

Marks are allocated on the following basis:

The theories like (brand identity, image, personality, equity, positioning, and secondary associations) are the minimum that must be included in the Assessment 1. We expect the rest of the theories will be integrated in the report as appropriate

Common Pitfalls

• Descriptive: Proposing brand ideas without being supported by evidence/examples/market research and/or theories. Stating the ‘what’ without the ‘why’ is a weak line of argument.
• Not providing examples in the analysis. We want to see as many examples of brand activities (i.e. marketing mix) used throughout the report to support the brand evaluation.
• Not applying brand management theories effectively and consistently throughout the report.
• The report mostly uses business and marketing theories (e.g. PESTLE, SWOT and Porter’s 5 Forces), not brand management theories.
• Only discussing CBBE and/or Marketing Mix – You should use a good range of brand management theories.
• Only applying parts of theories (e.g. only discussing the awareness part of the brand equity).
• Not discussing brand identity, image, personality, equity and positioning.
• Not linking the marketing mix with the branding strategy.

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Experts Answer on Above Questions on Brand Management

Brand selected for analysis

The brand selected is Charles and Keith, founded in Singapore in 1996 by brothers Charles and Keith Wong.

Brand development strategy

The brand development strategy of Charles and Keith indicates that it developed from a Singapore footwear retailer into an international fashion brand. The business expanded from shoes into handbags, accessories and other fashion categories and positioned itself as a premium fashion brand.

Brand identity

The positioning strategy of Charles and Keith indicates that the company positions itself as a contemporary fashion, accessible luxury, modern design and Singaporean entrepreneurial roots. This identity is clearly visible from its minimal visual presentation, fashion led products and carefully controlled retail experience.

Brand image

With respect to brand image, Charles and Keith is positioned as a stylish, contemporary and relatively accessible fashion brand that targets younger fashion conscious customers. Its fashion credential is also visible in its international stores, digital presence and collaborations.

Brand personality

With respect to brand personality, it is characterized as modern, sophisticated, confident and fashion forward. These characteristics are clearly evident in its editorial style campaigns, contemporary product design and social media communication.

Brand equity

The company has developed brand equity through recognition, distinctive product design, perceived fashion value, international presence and customer association. The brand visibility of the company increased significantly because of its international presence.

Brand Positioning

Charles and Keith occupies a position between mass market fashion accessories and higher priced luxury brands, that provides fashion products at a highly accessible price compared to traditional luxury houses.

Secondary Association

Charles and Keith has significantly improved its brand reputation with its association with fashion personalities, celebrities, designers and international fashion platforms. Its Singapore heritage also provides a country of origin association.

Product strategy

With respect to product strategy, the company has moved from original footwear focus into handbags, accessories, jewellery, eyewear and other fashion categories.

Price strategy

Charles and Keith makes use of premium pricing and the products are positioned above mass market accessories, but remain accessible then luxury designer brands.

Place strategy

With respect to place strategy, the brand makes use of international retail and e-commerce networks and provides significant accessibility to customers through physical stores and digital channels across multiple markets.

Promotion strategy

The promotion of the company is highly dependent on visual fashion campaigns, social media, celebrity associations, collaboration and digital content.

Link between marketing mix and branding strategy

The 4P’s analysis reinforces the same positioning which implies fashion oriented products establishing desirability, premium pricing products offering aspirational value, and fashion led promotion strengthens contemporary brand associations.

Overall brand development assessment

Charles and Keith clearly demonstrate a transition from a local footwear business to an internationally recognised contemporary fashion brand, that achieved significant growth and development through expansion, internationalisation, visual identity and stronger aspirational associations.

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The analysis of Charles and Keith branding strategy using brand identity, image, personality, equity, positioning and marketing mix theories indicates about the ways in which the brand positions and managers itself in Singaporean and international markets. With our professional brand management experts in Singapore, you can request to perform brand analysis of any major brand by simply requesting do my assignment for me. Evaluate more about experts quality by checking the solved assignment answers from Edinburgh Napier University.

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