Strategic Brand Management: Charles & Keith and the Bond Brandscape

This report analyzes Charles & Keith's strategy to enhance brand awareness by integrating with the James Bond brandscape. It explores the external environment and the established Bond brand ecosystem, highlighting co-branding opportunities. The report details a brand placement strategy for Charles & Keith, suggesting visual placement in Bond movies, particularly featuring products used by the character Mr. White, to increase visibility and leverage the Bond franchise's brand value. The analysis emphasizes the importance of marketing communication and social media in amplifying the brand's presence, ultimately aiming to establish Charles & Keith as a prominent player in the fashion industry through strategic alignment with the Bond movies.

Running head: BRANDING AND BRAND MANAGEMENT
BRANDING AND BRAND MANAGEMENT
Name of the Student
Name of the University
Author Note

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).

4BRANDING AND BRAND MANAGEMENT
Analysis of the external environment and about the Bond Brandscape
As discussed by Burmann et al. (2017), the evolution levels of branding have been
affected by the industrial revolution that has taken place and the levels of mass production are
considered to be key drivers for the development of different activities that are performed by
the organizations. The product based decisions that are thereby made by the brands with
respect to the branding related strategies that have been developed. Branding is also based on
the emotions of the people or the target customers of the organization as well. The brands that
use emotional branding are able to appeal to the ego of the consumers, their emotional state
and the aspirations.
According to Cha (2016), the branding related strategies that are developed by the
organizations have started increasing after the year 1990. The levels of competition in the
industry have increased and the organization now need to develop their brands in order to
reach the consumers. The increased usage of internet had led to the development of viral
branding which plays a major role in the ways by which the companies are able to reach the
consumers. The content of viral branding is based on the information related to the brand that
can be provided to the consumers. Branding has thereby become a part of the culture and
everyday lives of people. The manufacturers as well as the consumers understand the
importance of branding (Chavadi, Menon and Sirothiya 2019).
As discussed by Dens, De Pelsmacker and Verhellen (2018), a brandscape can be
defined as a proper collection of different brands that are interrelated in nature and are able to
make sense. The brandscape is however sometimes responsible for the saturation levels that
increase in the everyday life of people. The involvement levels of brands are able to affect the
ways by which an effective brandscape can be developed by the organizations. The branding
based activities are considered to be important for developing a set of values that are able to
increase the levels of presence of the brand in the industry. The marketing related activities

5BRANDING AND BRAND MANAGEMENT
are able to contribute in a huge manner to the success levels that have been gained by a brand
(Du Preez and Bendixen 2015).
According to Khan et al. (2016), product placement is considered to be an important
part of Bond formula that has been implemented in different movies of the series. The
corporate logos based on different brands can be considered to be a major part of different
sequences and scenes of the Bond movies. The brands have been an integral part of the Brand
franchise that has been developed in the movies. The Bond movies have sometimes played a
major role in the development of a position of the brands. Not only clothing and car based
brands have been showcased in the movies (Refer to Appendix 2). Different types of products
that include, beverages and mobile companies have also been a part of the Bond Brandscape
(Lee, O’Cass and Sok 2017).
As discussed by Marchand, Hennig-Thurau and Best (2015), Charles and Keith has
developed its position in Singapore and in different parts of the world as well. However, the
proper usage of Bond Brandscape can help in increasing the presence of the organization in
different parts of the world. The proper placement of the brand of Charles and Keith will be
supported in an effective way by the platform that is provided to the brand. The entertainment
vehicle of movies is an important factor that is able to play a major role in the ways by which
the brand is able to develop its presence. The major motivation levels of considering the
Bond movies in order to promote the brand of Charles and Keith is based on the opportunity
that is provided to the organization in order to become a part of the huge brandscape that has
been developed as a part of the Bond movies (So et al. 2018).
As opined by Tatoglu, Sahadev and Demirbag (2018), the placement of brands in the
movies has been the most important part of the marketing based strategies of the Bond
movies. Charles and Keith is a major fast fashion based shoe producing brand from

6BRANDING AND BRAND MANAGEMENT
Singapore. The organization will be able to gain revenues in the industry and also develop a
major part in the fashion industry. The cost effectiveness of the placement of Charles and
Keith in Bond movies is not quite high. However, the organization needs to consider this
alliance in order to improve the position that it has developed in fashion industry.
Co-branding based opportunity provided to the brand and Bond brand
Co-branding is considered to be a major marketing based partnership that is
developed between two or more than two brands who provide individual products and
services to the consumers. The efforts related to co-branding can result in the different types
of promotions that include, advertisements and sponsorships. The association is aimed at
providing major levels of benefits based on the ways by which the brands can be promoted in
an effective way (Salzer-Mörling and Strannegård, 2004).
The Bond movies have provided major co-branding based opportunities to different
global brands. This opportunity can be used in an effective way by Charles and Keith in order
to develop its brand. The target audience of Charles and Keith and the Bond movies and their
co-branding related activities are the regular movie goers. The people who are a part of the
audience of Bond franchise are considered to be an important part of the target market that
has been developed by the Bond movies (Schroeder, 2009). The products of Charles and
Keith can be showcased in the Bond movies with the help of visual placement. The brand
will be depicted in the movie with the help of proper placement in the appropriate scenes.
This will help the organization to become a part of the brandscape that has already been
developed by the Bond movies. The identity of the brand will be developed in an effective
way with the help of visual brand placement related methods (Heller and Kelly, 2015).
As opined by Tatoglu, Sahadev and Demirbag (2018), The branding of the products
of Charles and Keith will be done in an effective way with the help of the brand value that

7BRANDING AND BRAND MANAGEMENT
has been developed by the Bond movies. The products will be used by “Mr. White” (Refer to
Appendix 1) who is an important character of the movie and is able to affect the plot in a
huge manner. The visibility levels of the products will be high due to the usage by a major
character of the movie. Bond movies will be able to provide a major platform to the products
in order to increase their visibility levels in the fashion based industry (Salzer-Mörling and
Strannegård, 2004).
Brand placement strategy to be adopted
As discussed by Dens, De Pelsmacker and Verhellen (2018), the marketing
communication based activities are considered to be the most important part of the promotion
based factor of the marketing mix of different organizations. The bond that is developed by
an organization is based on the proper development of promotions and branding strategies.
The concept of a brand is much more diverse in comparison to the product itself. The
development of brand value is considered to be a major factor that has an impact on the
organizational operations. Many different elements are available for the managers in order to
develop proper communication levels. The communication and marketing managers of 21st
century have the responsibility of promoting their brand in multiple marketplaces to multiple
levels of customers with the help of different types of channels (Cova and White 2010).
As opined by Arvidsson and Giordano (2018), the process of brand placement had
started in movies in the year 1940 and the activities have started increasing in a huge manner
in the last few years. The audiences of the movies are mainly targeted with the help of proper
brand placement. The method of brand placement is considered to be a major communication
strategy that can increase the awareness levels of consumers. A positive impact can also be
created on the consumers with the help of proper brand placement. Charles and Keith can use

8BRANDING AND BRAND MANAGEMENT
the strategy of brand placement in order to target the customers with the help of the products
that are offered to them (Dens, De Pelsmacker and Verhellen 2018).
As discussed by Burmann et al. (2017), the organization will be able to communicate
with the customers and reach them within short periods of time with the help of proper
strategies. Social media is considered to be an effective medium that can be used by Charles
and Keith in order to increase the levels of awareness based on the products. The
communication that can be developed with the help of social based platforms is highly
persuasive in nature. The most significant reason that is related to the usage of social media is
based on the increase of reach towards the consumers.
As discussed by Marchand, Hennig-Thurau and Best (2015), the levels of competition
in the fashion industry have started increasing in the last few years. This has led to the ways
by which brand value of the organization and the products can be increased effectively. The
Bond movies will be able to provide major opportunities based on the strategies related to
brand placement that can be developed by Charles and Keith. The plan of social media usage
is related to the levels of reach of the medium towards the consumers.
Conclusion
The report can be concluded by stating that Charles and Keith is an organization that
can provide its products in order to become a part of the brandscape of the Bond movies. The
strategy that can be implemented by the organization in order to place the brand effectively in
the fashion industry is based on the usage of social media. The brand placement based
activities are considered to be important for the proper operations and development of the
brand value of Charles and Keith. The Bond movies can be used as an effective medium in
order to promote the products and increase the customer base of the company as well.

9BRANDING AND BRAND MANAGEMENT
References
Arvidsson, A. and Giordano, A., 2018. Critical perspectives on brand management. In The
Routledge Companion to Critical Marketing (pp. 419-430). Routledge.
Atwal, G. and Williams, A., 2017. Luxury brand marketing–the experience is everything!.
In Advances in luxury brand management (pp. 43-57). Palgrave Macmillan, Cham.
Burmann, C., Riley, N.M., Halaszovich, T. and Schade, M., 2017. International Identity-
Based Brand Management. In Identity-Based Brand Management (pp. 291-312). Springer
Gabler, Wiesbaden.
Cha, J., 2016. Product placement in movies: perspectives from motion picture firms. Journal
of Media Business Studies, 13(2), pp.95-116.
Charleskeith.com 2019. Shop Shoes, Bags & Accessories Online | CHARLES & KEITH.
[online] Charleskeith.com. Available at: https://www.charleskeith.com/in/?shipto=in
[Accessed 19 Mar. 2019].
Chavadi, C.A., Menon, S.R. and Sirothiya, M., 2019. Modelling the Effects of Brand
Placements in Movies: An Investigative Study of Event Type and Placement
Type. Vision, 23(1), pp.31-43.
Cova, B., and White, T., 2010 ‘Counter-brand and alter-brand communities: the impact of
Web 2.0 on tribal marketing approaches’, Journal of Marketing Management 26(3-4): 256-
270.
Dens, N., De Pelsmacker, P. and Verhellen, Y., 2018. Better together? Harnessing the power
of brand placement through program sponsorship messages. Journal of Business
Research, 83, pp.151-159.

10BRANDING AND BRAND MANAGEMENT
Du Preez, R. and Bendixen, M.T., 2015. The impact of internal brand management on
employee job satisfaction, brand commitment and intention to stay. International Journal of
Bank Marketing, 33(1), pp.78-91.
Heller, M., and Kelly, A., 2015. ‘Throwaway History Brand Ephemera and Consumer
Culture.’ Journal of Macromarketing 35(3): 397-406.
Khan, A.U., Mahmood, A., Lodhi, R.N. and Aftab, F., 2016. Influence of Product Placement
on Consumer Behavior: The Mediating Roles of Consumer Recognition with Program
Celebrity and Ethical Perceptions Towards Product Placement That Leads to Consumer
Purchase Intention. Journal of Business, 12(1), pp.168-184.
Lee, W.J., O’Cass, A. and Sok, P., 2017. Unpacking brand management superiority:
Examining the interplay of brand management capability, brand orientation and
formalisation. European Journal of Marketing, 51(1), pp.177-199.
Marchand, A., Hennig-Thurau, T. and Best, S., 2015. When James Bond shows off his
Omega: does product placement affect its media host?. European Journal of
Marketing, 49(9/10), pp.1666-1685.
Salzer-Mörling, M., and Strannegård, L., 2004 ‘Silence of the brands’, European Journal of
Marketing 38(1/2): 224-238.
Schroeder, J. E., 2009. The cultural codes of branding. Marketing Theory, 9(1), 123-126.
So, K.K.F., Wu, L., Xiong, L. and King, C., 2018. Brand management in the era of social
media: social visibility of consumption and customer brand identification. Journal of Travel
Research, 57(6), pp.727-742.

11BRANDING AND BRAND MANAGEMENT
Tatoglu, E., Sahadev, S. and Demirbag, M., 2018. Brand management practices in emerging
country firms–exploring the patterns of variation and its impact on firm performance. JEEMS
Journal of East European Management Studies, 23(3), pp.447-473.

12BRANDING AND BRAND MANAGEMENT
Appendices
Appendix 1
Character of James Bond Movie which will be used for branding of Charles & Keith.

13BRANDING AND BRAND MANAGEMENT
Appendix 2
Product placements done in Bond movies.