Infinity Clothing: Comprehensive Report on Branding Strategy Plan

This report details a comprehensive branding strategy for a new clothing brand called Infinity Clothing, focusing on the Kansas market. The strategy includes selecting a brand name and slogan (“From the house of the creative master”), with future plans for brand extension into watches and accessories. The target market is primarily women aged 15-45, with a secondary focus on the male population, considering the diverse cultural background and high standard of living in Kansas. The positioning statement emphasizes product diversity (dresses, tops, jeans, t-shirts, suits), affordable pricing ($30-$90), and a promotional strategy involving both online platforms (social media) and in-store offers, including influencer marketing. The report also addresses consumer behavior, acknowledging the importance of product selection, preferences, and cultural influences. A perceptual map illustrates the brand's intended position relative to competitors like H&M and Lucky Brand. The promotional steps involve using local influencing figures and personalized, eye-catchy products. A substantial budget is allocated for the promotional steps as this constitutes to be the most significant part of the business plan. Desklib provides access to similar solved assignments and study tools for students.

Running head: BRANDING STRATEGY
BRANDING STRATEGY
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Table of Contents
Branding strategy........................................................................................................................2
Target marketing.........................................................................................................................2
Positioning statement..................................................................................................................3
Consumer behavior.....................................................................................................................4
References...................................................................................................................................6

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Branding strategy
The branding strategy is the set of tool that helps to build and protect the new brand and it
is important to formulate the branding strategy of the company in an effective manner
(Armstrong, 2015). The first most important strategy to be adopted is selecting the brand name,
the logo, slogan and the brand extension. The name of the brand is the Infinity Clothing and the
slogan for this new brand too adopt is “From the house of the creative master”. This will help
the customers to develop a perception of the brand that it deals with creativity. Once the
company is able to make name in the market, it is important to expand the range of products and
it will be done through the use of a brand extension, this new brand will be launching a watches
and other accessories in the later years in order to expand the market and produce wide variety of
products.
Target marketing
The company will be focusing mostly on women and men apparel and it is important to
take note of the demographic factors in order to reach to people to a greater extent. According to
estimation, Kansas has 50% of female population and largest maximum of it comprises the
women between the ages of 15-45. Hence the primary target for the business would be the women
between these age groups while the secondary target would be the male population who
comprises 48% of the total population (Census Bureau QuickFacts, 2019). It is also imperative to
note that Kansas has a population from a mixed cultural background which is one of the reasons
that the company needs to have wider range of clothes for the women population as the choice
towards products would be different from each other. Most of the women are enjoy a high
standard of living and it is one of the reasons for their higher expenditure towards the fashion
brands and clothing.

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Positioning statement
The position of a product in the market is the most important parts of the marketing
where the customers are at the focal point and the aim of brand positioning is the key of
attracting the targeted customers in an effective manner (Todorova, 2015). A strong branding of
a company will help the company to avoid the competitors of the market. This includes four key
elements like price, promotion, product and place (Rufaidah, 2017).
 Product: The product to be sole at the store and the online platform are dresses, tops,
jumpsuits, nightwear, jackets and coats, shirts, cardigans and jeans trouser. These would
be having a diverse colour contrast to suit the interest of the customer. For men, the
company would be having clothing like T-shirt, hoodies, sweatshirts, trouser, jeans,
blazers and suits and swimwear. This will be having and grey colour pastels. All of these
products will be having unique style with affordable price made with finest quality of raw
materials.
 Price: The price of the product would be kept between $US 30 to 90 which would vary
according to the product and their preferences. It is important to consider the fact that a
flexible price would be more lucrative for the customers (Rufaidah, 2016).
 Place and promotional strategy: Since the place chosen for the new opening is Kansas,
there is a need to develop a strong promotional strategy that can successfully promote the
product in the market. The new launch of the products will be focusing on the following
steps: these products would be available both at the store and the online platform. The
online platforms including the social media platforms would be used to promote the
initial offers. At the initial months, some of the products would be made available at a
discounted price in order to have large number of customers. Some of the local

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influencing figures would be used for the promotions as it will help to gather the crowd.
It will also be made sure that the products are personalized and eye-catchy. A substantial
budget would be allocated for the promotional steps as this constitutes to be the most
significant part of the business plan.
Consumer behavior
Consumer behavior refers to the behavior and actions of the customers depending on the
purchases they make (Felix et al., 2017). It is important for the company to acknowledge factors
like selection of products, preferences for certain product over others, their culture and specific
choice of products. Depending on this, further researches to be made for targeting the customer
market.

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Price
Fashion Value
H & M
S &S
Commandeer Brand
Lucky Brand
Fig: Perceptual map
Source: Created by the author

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References
Armstrong, G., Kotler, P., Buchwitz, L. A., Trifts, V., & Gaudet, D. (2015). Marketing: an
introduction.
Census Bureau QuickFacts. (2019). U.S. Census Bureau QuickFacts: Kansas. [online] Available
at: https://www.census.gov/quickfacts/ks [Accessed 22 Feb. 2019].
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70, 118-126.
Rufaidah, P. (2016). Testing branding strategy development model. Academy of Strategic
Management Journal, 15(3), 275-290.
Rufaidah, P. (2017). Branding strategy development based on innovative
behaviour. International Journal of Business and Globalisation, 18(3), 396-416.
Todorova, G. (2015). Marketing communication mix. Trakia Journal of Sciences, 13(1), 368-
374.