Brand Management - Master Marketing

THE BRAND POSITIONING

STATEMENT

• Ready-to-wear American brand based on

quality,
style, elegance and luxury.
• Ralph Lauren illustrates the American
culture
through its collections.
 THE IDENTITY PRISM
Physical : Distincti
Polo veness
Shirt material Exclusiv
Wood

Logo e
Boston mansion house
Refle
Relationshi ction
p : Social :
 THE IDENTITY PRISM
Comfortabl Personality :
e Discreet / no show off
Nice, rich, ideal son-in-law Authentic and true
Self-assured Self-assured
Dynamic, proud Loyal
Culture :
BCBG legendary sophistication
American way of
Young person of good social
life
standing
Wasp
Kennedy
clan Boston
elitism
Luxury
Craftsmansh
ip Elegance
 THE IDENTITY PRISM
Self-Image : Classical
Timeless elegance Elite
member
Refined taste
THE 3 IDENTITY LEVELS
THE 3 IDENTITY LEVELS
1.
Figurative
elements

2.
Narrative
articulation

3. Genetic code
 1. THE FIGURATIVE ELEMENTS

• Colors and materials :

– Natural colors : beige, brown, dark blue, black,
dark green /All pantones for the polos
– Noble materials : tweed, cashmere, wool, silk, cotton
• Product design : structured shapes, thin stripes, plain
colors
• Brand representative icons: Polo, Rugby, Sailing,
Aristocracy
1. THE FIGURATIVE ELEMENTS
 2. THE NARRATIVE ARTICULATION
:
STORY TELLING
• Lifestyle brand which proposes a real way of life
• The collections remind the American
dream and explains a
sociologic identity
• It started with two stories :
•The “WASP” : a determined social group, the
Kennedy clan, American dynasties
• TheWestern: cow-boys, the conquest
of the west, gold
diggers
 2. THE NARRATIVE
ARTICULATION:
COMMUNICATION TOPICS

• The American Lifestyle :

• The clothes and the brand name :

 2. THE NARRATIVE
ARTICULATION:
COMMUNICATION TOPICS

• Tone : Noble, serious, sophisticated, restrained

 3. THE NARRATIVE SCHEME
OR
GENETIC CODE
• Vision : make the ideal life seem palpable with
timeless
designs. Make the American dream come true
• Mission: being a standard of the American style
with noble materials and providing quality
products
• Ethic : style, luxury, long term
• Skills : respect the American culture, its know-
how drawn from Ralph Lauren’s passions :
sports, movies and traditional clothes
 3. THE NARRATIVE SCHEME
OR
GENETIC CODE
• Values: timeless elegance, never out of fashion,
authenticity, originality
THANK YOU