G-Star: Branding History, Online Strategies, and Re-branding Analysis

This report provides an in-depth analysis of G-Star, a Dutch designer firm, focusing on its branding strategies, online presence, and rebranding efforts. It begins with a brief history of branding, highlighting its evolution and key components such as sales organization, customer engagement, and consumer behavior. The report discusses how branding is applied online through website design, SEO strategies, and social media engagement, emphasizing the importance of visual consistency and brand voice. Furthermore, it examines G-Star's brand response to social and economic contexts, including its initiatives related to fair wages and ocean pollution. The report also includes a detailed analysis of the rebranding processes for G-Star, including internal and external research, market analysis, and brand positioning. This document is available on Desklib, a platform offering study tools and resources for students.

47: Branding & Identity

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Presenting brief history of branding ......................................................................................1
Discussing branding online and how it is applied in websites:..............................................2
Analyzing brand response towards social and economic context..........................................4
Detailed analysis of at least two re-branding processes for brands with an online presence. 4
CONCLUSION:...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Branding is a marketing technique used by business in order to increase their brand
image in order to expand their company. In others words, it is a set of action taken by the
organization for promoting their goods and services.
The present report is based on G-Star company is a Dutch designer firm that deals in
manufacturing and selling high quality of clothing. Moreover, the headquarter of the company is
situated Amsterdam, Netherland (G- star information.,2021). The organization has changes
their name for G- star to Gap star when decided to expand their business at international level.
Along with this, organization is well known for raw denim material, unwashed and untreated.
Furthermore, the report has also discussed on brief history of branding and how it is
applied to website and social media. Lastly, the study has thrown light on detail analysis of tow
branding and it response to social and economic context.
Figure 1: Logo1
Source: G-star logo.,2021
MAIN BODY.
Presenting brief history of branding
Every brand needs a logo that represent a company name in the competitive market. It
helps the customer in identifying the company image in the business environment. Along with
this, it helps the company in increasing the overall sales of the firm as well as revenue of the
organization. Logo of the firm goes on every asset of the company such as business card, social
media page, advertisement templets and all the marketing material (Swaminathan and et.al.,
2020). Thus, it represents the overall image of the company. Moreover, brand context focus on
1 First logo of G- star representing the brand name.
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three aspect of the company such as sales organization, customer and consumer. The sales
organization mainly include sell in, product prioritization, customer participation, channel
management and training. Whereas, customers are the key accounts that mainly involves the
participation of the customers, demography and taste and preference of the audience. On the
other hand, the last aspect of brand context is consumer that includes drove increment sales,
reinforcing brand position etc.
These three aspects are very necessary for understanding the difference and levers that
contributes in finding the right solution of branding. Moreover, this also helps the company in
identifying the market insights that benefits the company in making strategic plan for
enhancing the market position of the organization in the competitive market (Ruiz-Real, Uribe-
Toril and Gázquez-Abad, 2020). In addition to this it also helps the business in knowing the
taste and preference of their customer that result in manufacturing the product according them
that contributes in increasing the sales.
History of branding has been around since 350 A. D and the word branding is derived from
Ancient Norse language word Brander that means Burn by 1500s. In general terms it has been
define as the mark that represent ownership of any specific material or product. There is a theory
of brand evolution that is consist of five stage that are explained in details below:
 Birth: This is a first stage of branding evolution. In this step the establish the meaning
of the brand. The meaning of the brand comes from three areas such as product and
creation, the newness brand will bring to the market as well as the behaviour and the
character of the brand. Moreover, the brand name helps the company in building and
establishing the brand authority in the market and can take a company from loss to profit
(Boisen Terlouw Groote and Couwenberg, 2018). Along with this, the characteristic of
the brand is mainly selling the particular product to a specific customer.
 Nurture: this is known as second stage that generally deals with commercialization of
the products. Moreover, the traction is necessary in three areas such as geographical,
channel and product. The marketing of the brand is very necessary as it will increase
the company performance as well as allow the organization in covering the large are of
the market. Along with this, in this stage company will take help of the third party that
will allow the organization in increasing their commercialization (Hunt, 2019). In the
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domestic as well as international market that will contributes in enhancing the overall
sales of the firm.
 Extend product and statues: The fourth stage that company follows is extending their
products from the domestic to international market. Whereas, fifth stage is related to
status of the brand that means what message is convey by the company with help of
branding.
Figure 2: Product Description2
Source: G star products., 2020
Discussing branding online and how it is applied in websites:
Branding online is technique that uses worldwide web and social media channels for
positioning brand in the marketplace (Kamboj , Sarmah, Gupta and Dwivedi , 2018). Internet
branding is mostly used for creating brand story, identifying customer base, make people aware
about the brand, driving sales etc.
Branding for website is created through using following steps that includes
Creating logo:
This includes keeping logo simple so that leading brands can be easily distinguished and
hence more people are aware of the brand that exist in the marketplace. Moreover, logo need to
be different from others so that there are no problems of confusion with other rivalry that are
having similar logo or image.
2 G star denim products is famous in the market.
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Figure 3company logo3
Sources: G star logo.,2021
Choosing great photos:
Images are the best way to convey messages to the large masses. Hence, they need to be
accurate so that best of results can be achieved in the future (Garas , Mahran and Mohamed ,
2018). Further, these images can be taken by the happy customers, company members or any
other person. Also, there are also several free and affordable online resources that are can be
used for taking photos.
Simple websites:
Use of simple colors in the background and front page can attract lot of customers.
Moreover, simpler sites helps in identifying the websites products in much easier way rather
than use of dark and bright colors that make the website look ugly and unappealing to most of
the customers and hence information also gets filtered.
Use of SEO strategies:
It is very important that the firm uses SEO strategies so that the name of the firm
appears on most of the searching of web. Also, website need to set up with tags so that content
that make it look more attractive and more people search the name of website using appropriate
name of it.
Making it mobile:
The branding website need to be mobile so that it can be reached by any of the client in
particular point of time in a day. Moreover, in the current situation of most of the people using
mobiles a non responsive website usually rank lower in the search results by the public.
For effective branding in the social media there are certain points that can be taken into
consideration such as creating multiple accounts, establishing the brand, developing your
marketing personas etc. Some of them are discussed as follows :
3 ? Instagram page representing digital marketing
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Figure 4 Instagram page4
Source: Instagram page.,2021
Covering the basics:
It is very important that even if logo styling is slightly changed the company must ensure
that the profile have the common thread so that most people can recognize the brand whenever
they come across any of social media platform (Astrachan , Botero , Astrachan and Prügl ,
2018). Moreover, certain action steps need to take so that company can ensure that all logos,
content, banners are handles in effective manner.
Extending the visual branding:
It is very important that same colors, fonts are reflected in the images and videos of
company so that consistency in posts ensured that customers have the same perception about the
brand without seeing its logo or image. Hence, social recognition is the ultimate goal for the
social media efforts done by nay of the firm.
Establishing the brand voice and tone:
4 ? Instagram page representing digital marketing
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It is also essential in way company addresses its potential customers so that respect and
value can be developed in the long run. Use of certain words and phrases in content blog not
only develops interest among the users but also help the company in greater reach.
Analysing brand response towards social and economic context
Branding play important role in building the social corporate responsibility that
contributes in enhancing the social and economic development. Moreover, every company has
to do this campaigns for fulfilling their social responsibility towards the society. This
contributes in increasing the brand authority of the firm in the competitive market as well as
attract more and more customer. That contributes in increasing the overall sales and brand
image of the firm in the competitive market. For example, G star is the first Dutch company that
has sings up the Act and initiated the camping’s related to fair and living wages for workers of
textile, garment and footwear. The main aim of this camping’s was to ensure that every lower
level worker is able to get the handsome amount and extra increments so that it can live stable
life (G- Star., 2017). Another camping’s that G star has initiated is RAW FROM THE OCEAN
that works on the pollution related to the plastic waste in the ocean. This is the first campings
introduced by the retail company that has contributed in increasing the branding of the
company.
Figure 5 Raw from the ocean5
Detailed analysis of at least two re-branding processes for brands with an online presence.
56 Raw ocean denoting marketing strategy
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Re-branding process can be identified as method of changing visual elements such as
designing company website, stationary, logos etc. For the G Star re-branding process following
steps can be undertaken:
Internal research :
For the company like G star that is specialized in selling designer clothes and that the
firm take opinions from it employees to determine the direction where the company need to go
in the future. This can be done through solving certain questions such as trends and challenges
that are present in the marketplace, determine the current leaders in the market, what are the
values of the company etc.
External research :
G- star may conduct research from the external sources that are important for effective
re-brand process. Here certain questions may be asked such as when they become aware of the
company, describe the company reputation, how do they put the market leaders in position
according to the current situation etc (Whitmer , 2019). Such in dept questions will help the G
star to get complete overview of the marketplace in which they want to conduct re brand
process.
Market research:
.G- star need to evaluate the brand values that it holds, how the brand positioning would
be done according to the current situation, what are the value propositions, who is the perceived
target audience, what would be the logo, what will be website, what social media channels will
be used etc.
Analyzing the position:
For this purpose the company will use an effective brand plan that will include brand
wheel to visualize the firm objectives and defines the visual and verbal tone that will help to
address the customers in good manner (Aldousari and et.al., 2017). After, the complete analyses
of the brand plan than the next stage is to implement the plan that is achieved through working
with creative team so that standards can be developed. By following these steps G Star would be
able to understand the current position and the future position it needs to achieve in re-branding.
In context of Diesel the following re branding process can be implemented:
 Re establishing brand audience and market: When extensive market research done by
the firm it is very important to identify the number of customers that are interested in
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buying and who are actually buying so that re-branding can be done. Moreover, diesel is
made for happy clothing and can focus on through differentiating cut styles like in G Star
clothing.
 Redefine the company vision and mission: After this the Diesel need to properly define
the company vision, mission and values and later they can be changed as the firm grows.
Hence, along with pleasant existence it can launch ultra-cool and edgy fashion line like
G Star.
 Rename company: Diesel can rename the company using old words in new way,
modify words spelling, adding a prefix, bring two words together etc.
 Reconsidering brand slogan: Diesel can change the company slogan carefully so that
more people are attracted and it can be in form of either poetic language, make a claim
etc (Almeyda-Ibáñez and George, 2017). Therefore, it can address more variety of
customer like G star rather than only focusing on youths.
 Rebuild brand identity: In this stage diesel can communicate the brand to its target
audience in new manner either through changing its logo by making it simple, impactful,
adaptable, appropriate etc. Therefore, selling more of fashionable clothes like G Star can
help build great identity.
CONCLUSION:
From the above report it can be summarized that online branding is very important to
expand the customer base to large number of audiences so that effective policies can be
developed in the future. Moreover, the report had analyzed that how effective use of websites
and social media can help in increasing the brand awareness and increases sales of firm through
its potential customers. Also, the study had identified the brand responses in social and
economic context. Lastly, detailed analysis of the G star and Diesel re branding process had
been analyzed for developing better firm image in the future and generate revenues.
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REFERENCES
Books and Journals
Aldousari, A. A. and et.al., 2017. Impact of employer branding on organization’s
performance. Journal of transnational management. 22(3). pp.153-170.
Almeyda-Ibáñez, M. and George, B. P., 2017. The evolution of destination branding: A review
of branding literature in tourism. Journal of Tourism, Heritage & Services Marketing
(JTHSM). 3(1). pp.9-17.
Astrachan, C. B., Botero, I., Astrachan, J. H. and Prügl, R., 2018. Branding the family firm: A
review, integrative framework proposal, and research agenda. Journal of Family Business
Strategy. 9(1). pp.3-15.
Boisen, M., Terlouw, K., Groote, P. and Couwenberg, O., 2018. Reframing place promotion,
place marketing, and place branding-moving beyond conceptual confusion. Cities. 80.
pp.4-11.
Garas, S. R. R., Mahran, A. F. A. and Mohamed, H. M. H., 2018. Internal corporate branding
impact on employees’ brand supporting behaviour. Journal of Product & Brand
Management.
Hunt, S. D., 2019. The ethics of branding, customer-brand relationships, brand-equity strategy,
and branding as a societal institution. Journal of Business Research. 95. pp.408-416.
Kamboj, S., Sarmah, B., Gupta, S. and Dwivedi, Y., 2018. Examining branding co-creation in
brand communities on social media: Applying the paradigm of Stimulus-Organism-
Response. International Journal of Information Management. 39. pp.169-185.
Ruiz-Real, J. L., Uribe-Toril, J. and Gázquez-Abad, J. C., 2020. Destination branding:
Opportunities and new challenges. Journal of Destination Marketing &
Management. 17. p.100453.
Swaminathan, V. and et.al., 2020. Branding in a hyperconnected world: Refocusing theories and
rethinking boundaries. Journal of Marketing. 84(2). pp.24-46.
Whitmer, J. M., 2019. You are your brand: Self‐branding and the marketization of
self. Sociology Compass. 13(3). p.e12662.
Online
G star Company logo., 2021. [Online]. Availabe through <
:image/png;base64,iVBORw0KGgoAAAANS>.
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