A brand analysis of Ray Ban, focusing on brand equity and steps taken by the company to build it.

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”