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Ray ban - Brand Equity
- 3. •US Army Air Corps report glare from sun affecting operations •Bausch & Lomb asked to develop an anti glare device •Bausch & Lomb launches the Aviator in 1937 •In 1952 Wayfarers launched
- 5. STORY OF RAY-BAN BUILDING BRAND EQUITY Brand name – Why “Ray-Ban”? The name Ray-Ban was used by Bausch & Lomb to signify that their sunglasses are banning the sun rays from the eyes. Ray-Ban provides external cues to quality, value and performance. The equity of “Ray-Ban” enjoyed by Ray-Ban Aviator and Ray-Ban Wayfarer Brand Logo
- 6. Brand Packages Brand Slogan
- 7. Brand Element Choice Criteria Memorable The classy and one of a kind look of Ray-Ban glasses with corner written Ray-Ban is highly recongnised and recalled by consumers. Meaningful Highly synonymous with product category itself Highly meaningful in terms of the product performance Inherent Brand name suggests credibility Likeable Aesthetically appealing Sought after brand Style, Quality, Protection – Points of Parity The iconic Brand – Point of Differentiation Ray-Ban in films: Ray-Ban currently displays itself in over 160 films and TV shows in a year on various celebrities
- 8. Adaptable The brand has a strong presence in 50 countries with different culture ethnicity Adaptable across different centuries and timeline Adapted acorss wide span of age groups Transferable Ray-Ban transferred its brand Equity across different eyewear product segments like Ray-Ban kids and Ray-Ban Clubmaster
- 9. Random Key facts (can be used where ever reqd) Manufacturing units in Bhiwadi (Rajasthan) Distribution strength of 1,000 dealers across 195 cities in India Million followers Rate of average 2,300 new followers per day Re-Introduction of Original Ray-Ban Wayfarers Expanded color options and color patterns Ray-Ban stands out as a choice for original vintage sunglasses Global Advertising Strategy Launched a viral marketing campaign ‘Never Hide’ which promotes the creativity of every user/prospect via pictures, short videos etc Virtual Mirror – Believe it or not – Try your own sun glasses virtually
- 10. BRAND EQUITY What have they managed to achieve so far?
- 11. Salience Brand Resonance Model Performance Imagery Judgments Resonance Feelings
- 12. BRAND PERFORMANCE – THE RAY BAN LAB
- 13. LBiev eO yroiguirn alifl,e B wei tOh uatulathnednisthic i–tyIt ’asn fda snhoi ofenaarb olef jtuod gbeem ent yourself. “Never pretend. Never be afraid. Never give up. Never Hide”
Notas do Editor
- Launched in 2007 Targeted the younger crowd Series of Youtube videos with the slogan “Never pretend. Never be afraid. Never give up. Never Hide” Outlandish situations Home video kind of feel, simple, featuring “average joes” not celebs (moved away from using Icons) No special effects or extravagance Realistic and believable (amateurs) Didn’t want people to see them as commercials Consistent communication; website, Billboards e.g Times Square Subtle advertising/message, focused more on the “Guy catches sunglasses with his face” “Guy gets tattoo of sunglasses on his face” Ads you’d want to share on social media sites And tell your friends about