Mango: A Detailed Brand Image Analysis of Marketing and Consumer View

This essay provides a comprehensive brand image analysis of the Spanish brand Mango, examining how the company has cultivated its image. It defines brand image as the perception consumers hold, shaped by associations in their memory, and emphasizes the critical role of the organization in forming this image through continuous interaction and touchpoint creation. The analysis covers Mango's history since its founding in 1984, its target market, and the simplicity and classiness of its brand logo. It reviews the brand's personality, noting the focus on comfort and style, and discusses the products offered, including seasonal lines for both men and women. The communication mix, including the use of celebrities and PR events, is also examined, highlighting Mango's smart selection of its target market. The essay concludes that Mango's distinctive positioning and brand image strategy ensure a consistent customer base.

Running head: MANGO
MANGO
Name of the Student
Name of the University
Author Note

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Introduction
The Brand image can be defined as the perception which a particular consumer holds
about a particular Brand believe to be true. The Brand image can be stated to be the particular
associations which the customer makes with the Brand as per their memory (Zhang 2015). The
given analysis will conduct a Brand image analysis of the Spanish Brand Mango and outline the
manner in which the Brand has been able to build an image for itself.
Discussion
The Brand image can be stated to be the perception which the consumer makes about the
Brand but it needs to be noted that the organization`s role is crucial to the formation of the Brand
image (Dailymail.co.uk. 2018). This is because the firm is required to engage in a continuous
interaction with the Brand which will not only assist in the creation of a touchpoint but will also
contribute towards ensuring that the firm is successfully able to improve.
Figure 1: The design of Mango dresses
(Source: Trendencias.com. 2018).

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About Mango
The brand Mango was found in the year 1984, and the first store of the firm was opened
in the Passeig de Gracia in Barcelona. The company is a privately owned company. The firm has
built a considerably strong image of itself and has a large consumer base with own as well as
franchisee stores in various parts of the world (Mango.com. 2018). The brand can be stated to be
meant for the upper segment of the market and the design of the stores along with the attitude of
the founding members often reflect upon this aspect.
The brand logo
The brand logo of Mango can be stated to be considerably simple yet classy. The letters
are in capital and the bold impact gives the image of the brand a rather simple yet expensive
perspective. According to Zhang (2015), the brand logo has a greater role to play in deciding the
offerings made by the brand. The simplicity and exclusiveness of the brand logo can be reflected
in the clothing design of the brand.

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Figure 2: The logo
(Source: Mango.com. 2018).
The visuals used
The visuals which Mango makes use of can also be stated to be quite straight forward in
nature. Having said this, it needs to be agreed upon that, the designs of the brand are exclusive in
nature and this is reflected by the simplistic style of photography used in the visuals of the brand
whereby it can be observed that the main focus of the brand is on the clothing they aim to
advertise (Mango.com. 2018).
Review of personality

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The overall review of brand personality can be stated to be quite exclusive yet interesting
in nature. The customers who tend to wear the product of the brand are generally conscious
about the comfort of the dress but are equally concerned about the fashion and the style (Zhang
2015). For this reason, the company designs clothes in trendy yet subtle colors which then
reflects the personality of the brand at large.
Figure 3: The store designs
(Source: Citizensound.net. 2018).
Products
According to Trendencias.com. (2018), the products offered by the company include
dresses, skirts, pantsuits, casual jeans and t-shirts for women and on the other hand, the products
for the men comprise of jackets, denims and other formal wear for all occasions. The brand also
comes up with its seasonal product line with respect to which it can be mentioned that the brand

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is highly considerate of the welfare of the consumers and ensures that they wear comfort clothes
which are also fashionable.
The communication mix
The communication mix of Mango comprises of its smart selection of the target market
especially the women who love the latest fashion trends. The CEO of the brand believes that
around 30% of the people who pass by the store can be stated to be its target market. In this way,
the essence of the brand does not get diluted and the target segment of the brand remains highly
focused (Nyadzayo and Khajehzadeh 2016). Mango uses the medium of Image, communication
campaigns, PR events and Celebrities and other such mediums to choose its fashion positioning
and promote the brand. The company has made use of celebrities like Penelope, Monica Cruz,
Scarlet Johansson and Olivia. In addition to this, this initiative tends to build the frame for the
firm with respect to the future of ready to wear fashion and pave the way for young designers.

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Figure 4: The Little black dresses portraying the simplistic designs of the brand
(Source: Dailymail.co.uk. 2018).
Conclusion
Therefore, in conclusion it can be stated that Mango has a distinctive positioning and
brand image strategy which helps the brand to ensure that it has a consistent number of
customers. The given analysis covered the overall brand image examination as done on the
Mango brand which is a clothing retailer based in Spain and helped to throw light on its unique
as simplistic strategy.

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References
Citizensound.net., 2018. Mango. [online]. Available at:
http://www.citizensound.net/2008/03/29/sonic-retail-rant-3-is-mango-the-westlife-of-fashion-
stores/ (Retrieved on: 12 Dec. 2018).
Dailymail.co.uk., 2018. Mango. [Online]. Available at:
http://www.dailymail.co.uk/tvshowbiz/article-1119322/First-look-Penelope-Cruz-sister-Monica-
flirty-LBDs-new-ad-campaign.html (Retrieved on: 12 Dec. 2018).
Mango.com. 2018. Mango. [Online]. Available at: http://www.mango.com/oi/index.html
(Retrieved on: 12 Dec. 2018).
Nyadzayo, M.W. and Khajehzadeh, S., 2016. The antecedents of customer loyalty: A moderated
mediation model of customer relationship management quality and brand image. Journal of
Retailing and Consumer Services, 30, pp.262-270.
Trendencias.com. 2018. Mango. [Online]. Available at:
http://www.trendencias.com/marcas/lookbook-olivia-palermo-para-mango-otono-invierno-
20102011-todas-las-imagenes-y-tendencias (Retrieved on: 12 Dec. 2018).
Zhang, Y., 2015. The impact of brand image on consumer behavior: a literature review. Open
journal of business and management, 3(1).