Branding and Brand Management

Running head: BRANDING AND BRAND MANAGEMENT
BRANDING AND BRAND MANAGEMENT
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1BRANDING AND BRAND MANAGEMENT
Executive Summary
The report is based on the analysis of the branding based activities of an organization in order
to increase the levels of awareness. The organization that has been taken into consideration
for this analysis is Charles & Keith. The company aims at developing the brand value of its
product with the help of a James Bond movie. The brandscape that has been developed by the
Bond movies is the target of the organization. The different channels that can be used by the
organization in order to become a part of the brandscape of Bond movies have been analysed
in the report in detail.

2BRANDING AND BRAND MANAGEMENT
Table of Contents
Introduction....................................................................................................................2
Analysis of the external environment and about the Bond Brandscape.........................3
Co-branding based opportunity provided to the brand and Bond brand........................5
Brand placement strategy to be adopted........................................................................6
Conclusion......................................................................................................................7
References......................................................................................................................8
Appendices...................................................................................................................11
Appendix 1...............................................................................................................11
Appendix 2...............................................................................................................12

3BRANDING AND BRAND MANAGEMENT
Introduction
As opined by Arvidsson and Giordano (2018), an effective strategy related to brands
are able to provide an edge to the organizations in highly competitive industries or markets.
Branding helps the organization to develop a differentiated and significant presence in the
industry that is helpful in attracting and retaining the loyal customers. The branding based
campaigns that are developed by an organization are able to provide major levels of support
related to the developing a customer base that can help in increasing the profitability and
revenues.
The analysis will be based on the introduction of a new brand in the Bond Film that is
to be released in the year 2019. The Bond Brandscape is an important strategy that has been
implemented by many major organizations like, Land Rover, Audi, Jaguar Cars, Aston
Martin and Audi. The clothing based brands that are a part of the Bond Brandscape include,
Acne Studios, Barbour, Billy Reid, Brioni, Frank Foster, Fred Perry, Gucci and many more.
The brand that has been selected for becoming a part of the brands that are showcased in
brand movies is Charles and Keith (Atwal and Williams 2017).
Charles and Keith is fast-fashion based brand that has its origins in Singapore. The
products that are offered by the organization include, footwear based accessories. The
organization has been successful in its operations in Singapore and has also left a footprint on
a global basis in different countries like, the Middle East, Africa, Europe, Asia and Latin
America. The company had started its operations in Singapore in the year 1990. The first
store of Charles and Keith had been opened in the year 1996 at the Amara Shopping Centre.
A new business based model had been developed by the organization in order to offer the
products to customers (Charleskeith.com 2019).