Brand Management Analysis: Industries, Luxury, and Retail Branding

This assignment analyzes branding strategies across various industries. It begins with a discussion on how a struggling nation, Syria, can rebrand itself using slogans and promoting its historical artifacts to attract tourism and investment. The assignment then delves into luxury branding, focusing on Louis Vuitton, examining its brand identity, target consumers, and the impact of counterfeiting. The analysis extends to retail branding, using Apple as a case study and applying the Kapferer brand identity prism to assess its brand image. Finally, the assignment explores Alibaba, a Chinese multinational company, assessing its digital marketing strategies using the 5Ss of digital marketing and suggesting improvements for customer experience and satisfaction. The assignment covers key concepts such as brand identity, brand love, luxury segmentation, and the impact of the black market on brand perception, providing a comprehensive overview of branding principles and practices.

Running head: BRADING INDUSTRIES 1
Branding Industries
Name
Institution

BRANDING INDUSTRIES 2
Branding Industries
Questions and Answers
Question 1
Syria is a struggling country primarily due to the calamity of civil war. But the state can
rebrand itself and promote its ancient artifacts for tourist attraction and investment
(Papadopoulos, Hamzaoui-Essoussi, & Rojas-Méndez, 2016). The most efficient method is the
use of the slogan. Some of the most prosperous nations have use slogans to their advantage by
promoting curiosity. For instances, Slovenia use “I feel sLOVEnia,” and Ireland use “Jump into
Ireland” (BrandNow, 2018). Similarly, Syria can use a slogan like “See the new Syria” or “come
rebuild Syria.”
Question 2
Luis Vuitton is not an exemption luxury brand. Luis Vuitton is considered an innovative
global brand of choice by its unique design and positioning on the affluent class, which leaves
consumers to crave for its best regardless of the cost (Carter, 2017). The company products are
personalized to suit the needs of the consumers. Also, the brand is involved in social
responsibilities since it has realized modern consumers prefer brands that show concerns for
society, such as promoting fashion competitions. Most importantly, Luis Vuitton has managed to
be at the top because of its timelessness as a brand of class and quality. Additionally, the
consumers need to see it as a brand of inclusion, unlike in the traditional sense, when luxury
brands were considered with exclusivity. Furthermore, modern luxury consumers want a better
experience like online shopping. The consumers of Luis Vuitton products aim to affirm their art
of living through personal experience (Kapferer, 2016). Therefore, Luis Vuitton target luxury
consumers and fashion enthusiasts.

BRANDING INDUSTRIES 3
Question 3
Luis Vuitton is largely impacted by the black market that produces crones of the original.
Although the black market might be perceived to affect the company negatively, it indeed builds
Luis Vuitton products. In so doing, counterfeit consumers will see the differences in quality,
fashion, durability, and innovation of the original product with the fake ones.
Question 4
Apple can be analyzed using the Kapferer brand identity prism, which includes physique,
personality, culture, self-image, reflection, and relationship. Apple uses sleek style as its
physique (Lombard, 2018). The personality is communicated through its apple shape that appeals
for tenderness, sweet, and benefit. The culture is reflected by the products innovativeness,
security features, and durability. Apple creates a good relationship with its customers through its
free app store, security, a guarantee of warranty, and replacement for new and trending devices.
In essence, to create reflection Apple appeal to all kinds of consumers, but associate their
product with vibrant, adventurous and energetic people irrespective of age, weight, race, etc.
most importantly, Apple creates a self-image of an outgoing, intelligent and innovative customer.
Apple products are mostly made for Millennials and Generation Z.
Question 5
Alibaba is a Chinese multinational company the specializes in the online retail market.
The company was founded in 1999 and offer C2C, B2B, and B2C sales services. Considering the
5Ss of digital marketing (Chaffey, 2018); Alibaba has high sales and has grown to a global
entity, it has enhanced internet to keep the dialogue and participation of its customers, and ever
since it was started it has continued to add value through online retailing services and delivery.
Notably, the company online retail services have saved on the cost having to establish stores

BRANDING INDUSTRIES 4
around the world and offer lower product prices to customers. However, the company needs to
improve on the customer experience and satisfaction by ensuring a variety of product, easy
payment methods, and prompt delivery in its regions of operation to achieve the sizzle.

BRANDING INDUSTRIES 5
References
BrandNow. (2016). Branding a nation-in just three words. Retrieved from
www.brandnow.asia/branding-a-nation/
Carter, L. (2017). Seven powerful components of a lasting luxury brand. Retrieved from
www.personaldesign.ie/7-powerful-components-of-a-lasting-luxury-brand/
Chaffey, D. (2018). Setting goals for your digital marketing. Retrieved from
www.smartinsights.com/goal-setting-evaluation/goals-for-digital-marketing/amp/
Kapferer, J. N. (2016). The challenges of luxury branding. The Routledge Companion to
Contemporary Brand Management, 473-491.
Lombard, C. (2018). The brand identity prism and how it works. Retrieved from
www.howbrandsarebuilt.com/blog/2018/12/21/the-brand-identity-prism-and-how-it-
works/
Papadopoulos, N., Hamzaoui-Essoussi, L., & Rojas-Méndez, J. I. (2016). From nation to
neighborhood: branding and marketing places. In The Routledge Companion to
Contemporary Brand Management (pp. 490-504). Routledge.