Integrated Brand Management Report: DJ's Groom Room (MADM5101)

This report provides a comprehensive analysis of DJ's Groom Room, a hair styling brand. It begins with an overview of the brand's background, including its origins and key personnel. The report then delves into the brand's mission, vision, and promise, followed by an examination of its characteristics and identity. A crucial aspect of the analysis involves identifying and assessing the brand's direct competitors. The report also includes an evaluation of the brand's logo and concludes with a summary of key findings and recommendations for integrated brand management. The report is based on the assignment brief which also includes objectives such as positioning the brand according to USP, proposing brand value, vision, mission, promise, creating brand personality and brand identity. The report also includes references from various sources.

DJ’s
Groom Room(Integrated Brand Management)

Table of content
1. Dj’s Groom Room as a brand
2. Dj’s Groom Room’s Mission
3. Dj’s Groom Room’s Vision
4. Dj’s Groom Room’s Promise
5. Characteristics of Dj’s Groom Room
6. Identity of Dj’s Groom Room
7. Direct Competitor of Dj’s Groom Room
8. LOGO of Dj’s Groom Room
9. Conclusion
10. Reference

Dj’s Groom Room as a brand
1. Dj’s Groom Room was a Hair styling brand that started business in the year
2014.
2. Dj’s Groom Room was started by Sandra May with the help of her son. (Gupta et
al. 2020)
3. The brand is named after the son of Sandra whose name is Dj.
4. Sandra May who is one of the owners of the hairstyling brand has experience
in the hairstyling industry for the past 39 years.
5. Dj Irvine the son of Sandra May is quite popular in the hair styling industry
for the past 15 years
6. Dj Irvine is also the master barber of the brand.

Mission
1. Dj’s Groom Room has made the satisfaction of its customer as the top most
priority of the brand. (Ramaswamy and Ozcan 2016)
2. Provide a friendly environment for the customers.

Vision
1. Dj’s Groom Room has the vision to become the top hairstyling brand in the
world.
2. Dj’s Groom Room also has the vision to design trendy haircuts for the
customers.

Promise
1. Dj’s Groom Room has to promise that it will provide the latest trendy haircuts
to its customers and also provide them with a pleasant and comfortable
experience to them every time. (Iglesias, Ind and Alfaro 2017)

Characteristics of Dj’s Groom Room
1. Dj’s Groom Room uses creativity and experience of its barbers to innovate
new and trendy hairstyles for its customers.
2. Dj’s Groom Room provides hairstyles that are best suited for the customer’s
look preferences.
3. All the barbers at Dj’s Groom Room are experienced and professional

Identity of Dj’s Groom Room
1. The chic crew cut is one of the various creative hairstyles provided by Dj’s
Groom Room is famous in Leicester.
2. Dj’s Groom Room is also famous for the amazing professional behavior of its
barbers.

Direct Competitor
Ungaro is the direct competitor of Dj’s Groom Room as they have salon in
the same location.(Merz, Zarantonello and Grappi 2018)
They also provide similar services and the barbers are also very
professional.
The target market for Ungaro is for the same age group as Dj’s Groom
Room that is 16 to 65.

LOGO of Dj’s Groom Room

Conclusion
1. Dj’s Groom room provides various hairstyling and treatment services to its
customers.
2. The barbers working at Dj’s Groom Room are very professional.
3. The satisfaction of the customers is the top priority for the brand.
4. Creativity is also a key element for Dj’s Groom Room.

Reference
Iglesias, O., Ind, N. and Alfaro, M., 2017. The organic view of the brand: A brand value co-creation model. In Advances in
corporate branding (pp. 148-174). Palgrave Macmillan, London.
Ramaswamy, V. and Ozcan, K., 2016. Brand value co-creation in a digitalized world: An integrative framework and
research implications. International Journal of Research in Marketing, 33(1), pp.93-106.
Gupta, S., Gallear, D., Rudd, J. and Foroudi, P., 2020. The impact of brand value on brand competitiveness. Journal of
Business Research.
Merz, M.A., Zarantonello, L. and Grappi, S., 2018. How valuable are your customers in the brand value co-creation
process? The development of a Customer Co-Creation Value (CCCV) scale. Journal of Business Research, 82, pp.79-89.