The purpose of this paper is to introduce Burlington Socks brand extension in the US with respect to brand management concepts. The paper describes the extended brand, and analyzes the subjects of brand, brand equity, and strategic brand management – the design and implementation of marketing programs and activities to build, measure, and manage brand equity. To understand how to improve the long-term profitability of the brand extension strategy and mitigate the risk of brand dilution, the paper provides with concepts and techniques including positioning, brand elements, integrated marketing communications, secondary brand associations, branding strategies, managing brands over time, market segments.
Keywords: brand resonance, mantra, point-of-parity and points-of-difference, brand elements, brand values, secondary brand associations, brand image, perceived value, brand relevance, brand awareness, marketing strategy, marketing promotion, database marketing, integrated marketing communications, database marketing.
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Burlington socks brand revitalization and extension
1.
2. Founded in 1923, Burlington
Industries Greensboro North
Carolina
Hosiery, Men's and Women’s
Socks
Argyle Diamond Pattern
Design, Innovation (Bioguard)
US market, license KayserRoth, Inc.
3.
Going out of online business is
not a serious decision
Brand needs revitalization
New development around
design and reinforcement of
innovation
Leveraging its basic triangle
logo
Effective July 22,
2013, Burlington
socks and hosiery
will no longer be
available for
purchase online at
Burlingtonsocks.com.
4.
Maximize present value by its
specificity, distinctiveness
Define goals and find the
perfect market balance
Be unconventional, be the
risk takers and the fun havers
Shift image to one that
expresses individuality
5.
Create extension equity
Desired point-of-parity
Powerful points-of-difference
functionality to appealing to
fashion and style
still maintaining image and
quality of performance
6.
Offensive strategies
Authenticity as a Core Value
Memorability
Burlington memorable ad campaigns
Meaningfulness
Being the official sock of the creative
counterculture
Likability
Friendly, Burlington Socks is a likable
company because exuding niceness
7.
Defensive Strategies
Launch sport and music programs,
which moves the brand to being
an actual music and sport event
producer
Transferability-Adaptability
Build a purpose for the brand
beyond selling: Without this, there’s
no path to authenticity at all
9.
Young street culture
interested in sport and
adventure with a high sense
of community
Anticipate consumer
preferences and develop
new products is vital
10.
Associations with companies
(Burlington), countries (USA)
and distribution channel
(specialty stores, department
stores)
Brand ambassador, event
sponsorship and other related
activities
11.
Balance: margins and basic
Focus the action on lifestyle
brands.
Boost brand reputation
Create buzz and excitement
Generate an engaging
customer experience outside
the store
12.
Establishing a deep emotional
bound
Increasing sales
Project a modern and
innovative image in line with
brand values
Establish a strong digital
presence
15.
Old loyal customers Socks not
pleased with transformation
to fashion centric strategies
Burlington image be diluted
In co-branding, Burlington
Socks can lose charge or
control to the overall brand
development process as it is
peg with other brands