EOC: Chapter 8 Discussion

http://www.converse.com/

1. "The user is the drive and inspiration behind the brand, and it is the user who eventually decides on the brand's positioning through the image he or she creates for it" (Fashion Branding Unraveled). New technology places the user at the center of the creative process because they have such an influence due to hyper connectivity. New technology allows the consumer to be so connected to the branding and product development process that they themselves can provide input. Social media allows consumer to tell companies what they want from a product so the designers in return can develop exactly what the consumer want.

2. Experiential branding is "the discipline of understanding and defining brands in terms of the way they are experienced, in order to differentiate them in the most powerful dimension: relevance" (Fashion Branding Unraveled). Branding I now more than just simply the product and services it provides. Branding is about the attributes and qualities that a consumer relates too. Versace is a brand but the consumer also relates the quality and high end to themselves.

3. "a mass-customized brand (MC brand) is a brand where every consumer decides on the distinctive feature of his or her customized item" (Fashion Branding Unraveled). Basically, a microbrand  is a sub category of a product that already exists. An example of a microbrand is the Converse Chuck Taylor that can be customized to provide a more unique look. The Chuck Taylor is a brand that has been created into a microbrand by the consumer. Brand extensions are just new product lines within a company to ad variety, prince range, and different qualities to a product. In the end, the micro-brand is the smallest subcategory that I consumer can break a product into because it is totally custom made by the consumer.

BOC: Celebrity Brand

http://www.trapmuzik.com/

The website for rapper TI is the perfect representation of what he does and who he is as a person.   The artists has created a reputation that has allowed him to market himself anyway that he would like. TI started his career as a hip hop and rap artist which is how he continues to make a majority of his income. A lot has changes since the artist first entered the scene. "T. I., the rapper, actor, novelist, reality-television star and former resident of the Forrest City Federal Correctional Complex in Arkansas" (A Man of Many Parts Wants More, Zach Baron). Whatever project Mr Harris is working on, he will do it to the best to his ability which includes staring in his own reality show. TI has a reality show called TI and Tiny in which he balances time between business and family. The Television show provides exposure for whatever he is doing as well as how he interacts with his family. "There’s Ward Cleaver, Mike Brady and now T.I., a family patriarch and provider, loving husband, and charming father of six attention-seeking children" (After Prison, a Squeaky-Clean Return to Reality, Jon Caramanica). Mr. Harris does shoe a great job with his projects that a writter jokes that he could appear as 'vegan cuisine expert on the Food Network, producer of a hip-hop yoga show with Russell Simmons, Sunday morning televangelist, host of “Extreme Makeover: Home Edition' (After Prison, a Squeaky-Clean Return to Reality, Jon Caramanica) There are no limits to what can be accomplished when a confident determined individual focuses on a project. The TI brand represents, strong, quality, passion, style, confidence, and the urban lifestyle. The Trapmuzik website which is the homepage for the artists does a great job of highlighting what his brand represents.

EOC: Chapter 7 Discussion

1. A person looking to open a new business has the ability to sell new and unique products because consumers want to be seen as individuals. A small business does not have the ability to produce massive quantities of certain products so what they do instead is make small runs of certain items. Small business also have the unique ability to listen to their customers and make something that they want. "Mass-market brands and consumer goods should be generally comfortable with adapting MC and inviting customers to participate in shaping and designing the product" (Fashion Branding Unraveled). The issue with MC is that very small companies are not gonna have the resources to provide custom products for every customer. 

2. "Mass-market brands and consumer goods should be generally comfortable with adapting MC and inviting customers to participate in shaping and designing the product" (Fashion Branding Unraveled). Like all technology, mass customization has disadvantages such as the high cost and the fact that some people might not embrace change. It can cost thousands if not tens of thousands of dollars for luxury brands to incorporate MC technologies such as body scanners. The other issue with MC technology is that people wont want to use it and prefer to do things the old fashion way. 

3. "Inspired by the trend of terms prefixed with the letter “i' that was initiated by computer guru Apple and adopted by others" is now a term used to describe brands (Fashion Branding Unraveled). The iBrand to me is more of a trademark than a term I would use to describe items companies that deal with internet branding. I would find it hard to associate and iBrand with anything other than an apple product. I don't see the benefits of establishing a new category of brands by labeling them iBrands. 

EOC: Chapter 6 Discussion

walmart

1.Products serve to fill a need for a consumer such as purchasing a bottle of water to quench thirst. It is easy for a consumer to measure a product for being good or bad based on wether is satisfied their needs. A service fill s a different type of need because the consumer is not actually receiving a physical item for them to own. "Accordingly, many believe that a service possesses a higher level of risk than a product, so branding becomes even more relevant" (Fashion Branding Unraveled). It makes sense that branding needs to be stronger for s service because there isn't a product that will be carried by a consumer for others to see. 

2. The retail concept is defines as the business strategy, model, values, and philosophies that a company will use in order to build a brand identity. "A retail brand needs to compete by establishing an emotional value for its customers built on a strong identity" (Fashion Branding Unraveled). The challenge for a retail company is that they have to place position themselves in the market so that the company can be successful. The company must offer products and services that interests or fill the needs of consumers. The location must also be in a place where there are few competitors but there is also consumers to buy the product. 

3. One of the first advantages that a company or retail has when trying to expand globally with the franchise is that they have instant recognition. A franchise business model allows an employer to place an operation that is already has a history of success. The disadvantage of a franchise is that it might be something that consumers don't need or don't want. Walmart is a brand that has a successful business model but there are areas where consumers don't want them to open up. Walmart has a history of putting small business out of work and that is something that hurts their brand image. There can also be legal issues if there is a issue that rises at one of the franchise locations. 'There are many brands that adopt the franchise model or a mix of franchising and other models' (Fashion Branding Unraveled). People will continue to establish franchises because they are successful. 

EOC: My Brand

The first step of in developing the retail operation is building the experience and atmosphere along with it."The store experience is strengthened by the brand's personality" (Fashion Branding Unraveled). There are hundreds of stores that sell similar products but its the experience that the consumer remembers. The atmosphere plays a vital role in helping establish a company as a brand. The brand image always something that a company has control over. "The customer plays an important role in the shaping of the brand throughout the branding process" (Fashion Branding Unraveled). Consumers are the individuals that truly determine what value a company has. To help establish the brand I plan on servicing the customer by providing them with trending, quality garments with an experience that cant be matched. "Fashion brands are an interesting breed of brands in that they are in a continuous state of innovation, transforming themselves at a constant rapid pace" (Fashion Branding Unraveled). Many of the fashion brands manage to stay continuously successful and that is because they adapt with the market. Companies that keep the same work model with out developing it as time goes on eventually see a decrease in business such as JCPenny has in recent years. Pricing is also  very important when trying to present a certain brand image of a company. My plan is to sell products at a higher price so that consumers dont associate the brand with being cheap. Some companies like to set the price very high and reduce it over time. Location and placement is the third area to focus on when establishing the brand. The location must be in an area consistent with a brand image but also in a place that will help increase sales. 

BOC Brands: Gucci

www.guardian.co.uk

The retail field is an ultra competitive field in which it is estimated that over 40,000 products and brands are created every year. There  are situations where luxury brands fall out of favor with consumers due to over-saturation, bad designs, and bad quality. Life cycles for luxury brand can include consistent success, loss of luxury status, going out of business, and then there is the story of Gucci. The luxury brand Gucci experienced success for many decades but eventually lost its luster due to a combination of several factors. The wealthy consumer was no longer purchasing Gucci even though the quality was never in question, and designs were not ridiculously off of what was trending at the time.  The luxury brand reached a point in which many industry professionals predicted the company would go out of business. Under the direction of Tom Ford, the company adopted a new philosophy.  Gucci believed that "in the luxury industry depends on defining a meaning for a brand that can make owning a piece of it feel unique and valuable" (The story of Gucci, Jess Cartner Morley). Under the former management of Tom Ford and current creative director Frida Giannini, the company has been revitalized and has continued to see growth and increased market share. The company has been reborn and now connects to a slightly  younger consumer segment. The problem with the company is that the designs were not what consumers wanted. With the loss of Tom Ford, the company lost a bit of fashion innovation but they have not lost their creative vision. Recently Gucci designs have been a tribute to their former success and to their customers. "Gucci lovers will vote en masse for this collection — an ode to power women not executed with such vigor since the 1980s, but with a 21st-century focus on craft and embellishment" (Gucci Votes for a Power Woman, Suzy Menkes). The style of their new fashions have continued to develop a connection with consumers. The current designs have been so popular that a famous writer has come out and admitted to an addiction to the brand. "This winter I took a tour of Milan's Fashion Week (all expenses paid by Gucci, in appreciation of my many, many purchases), where I spent tens of thousands more and began to seriously grapple, once and for all, with a compulsion that could cost me more than just my life savings" (My Gucci Addiction, Buzz Bissinger). The rave reviews for the company continue to flow with no sign of slowing down.  The recent show "was an orgy of gorgeousness, inspired by the refined elegance of the palazzo principessas in Gucci’s heyday" (Gucci's Orgy of Gorgeousness, Suzy Menkes). "The evening clothes were offered as full-on sexy, with a touch of the femme fatale film star in the embellished gowns, again cut away at the chest — a vote for a woman’s right to display her charms" (Gucci Votes for a Power Woman, Suzy Menkes). 

BOC Brands: Harley Davidson

harley davidson

Harley Davidson has had a long history of providing a products to consumers from all over the world. Although the motorcycle brand is traditionally associated with american consumers, the brand has grown to be accepted by consumers of many demographic and psychographic backgrounds. Motorcycle popularity has consistently experienced growth with small periods of decline. What has allowed the company the ability to be successful regardless of outside factors is the fact that they provide a product that is truly free for anyone to use. Even women, who are not generally thought of as a core consumer for motorcycles have boosted sales since early in the companies history. "There's never been a glass ceiling for women when it comes to Harley-Davidson, as female riders have been an integral part of the family since the company's early days" (Harley-Davidson Celebrates 'Women Riders Month' With Nationwide Search For Top Stories Of Female Independence, Harley Davidson). Having women as a vital segment of the target market gave the company an advantage over its competitors for many years. To this day, the company objective is to continue to expand on its target market. "Harley-Davidson recently reported newly available U.S. demographic market share data for 2012 new street motorcycle sales (all engine displacements) showing the Company continued its market leadership in the U.S. among young adults 18-34, women, African-Americans, Hispanics and Caucasian men 35-plus" (Harley-Davidson First-Quarter Earnings Rise Sharply, Harley Davidson Inc.). In the most recent Harley Davidson advertisement it shows consumers breaking stereotypes. The commercial places a key word for typical Harley consumers with the image of an actual person that contradicts that statement. The advertising is new and refreshing but is consistent with what their message has been. "The desire for individual expression draws customers from all walks of life because it's a universal, human value that transcends cultures, generations and history" (Harley-Davidson Leading The Field With Young Adults, Harley Davidson Inc.). It is very unique for a company to increase their customer base with out alienating loyal customer. The great companies that provide in demand products internationally are the one that stay in tune with what the customer wants and needs. As a tribute to the customers and the brand, Harley Davidson is having an event to celebrate now that the company is turning 110 years old. There is a "global celebration connecting millions of Harley-Davidson fans united by a common bond and shared passion for freedom, self-expression and epic adventure" (Harley Unveils Peek at 110th Party Music Lineup, Harley Davidson). The core values of the company is what they use to connect to their consumers. They will continue to increase in popularity of they stay consistent with what they have done since the start. In more recent consumer reports, it is stated that the company has "continued to gain market share in the U.S., where it is the dominant supplier of large motorcycles" (Harley's Efficiency Moves Pay Off, James R. Hagerty).

BOC Brands: iPhone

Less than ten years ago, the idea o touchscreen technology in a phone might have seemed like just a fantasy. In 2007, Apple released the first version of the iPhone which was very innovative technology at the time. For the better part of the decade, there was one phone brand that had the largest market share. Blackberry was producing desirable phones with features that consumers were looking for in smart phones. Apple developed a phone that provided the similar services but  had the technological advancement of touchscreen that allowed them to provide something unique. The phone was priced very high for a phone during that time but units were still selling out all over the world. In a very short time, Apple created a huge market share for themselves even though they had never produced phones before. "According to research firm IDC, shipments of BlackBerry phones plummeted from 46 percent of the U.S. market in 2008 to 2 percent in 2012" (New Blackberry Q5 Unveiled As Cheaper Alternative, BBM Heads To iPhone And Android, Fox News Latino). At one point, Blackberry was listed as one of the biggest companies to go out of business. Apple users also tend to use their phones more than any other providers. "Apple nabbed 25.86 percent of global mobile internet usage in January 2013, beating out Samsung’s 22.69 percent and Nokia’s third-place slide to 22.15 percent" (iPhone Continues Worldwide March of Domination, Latest Stats Show, Christina Bonnington). Its hard to dispute the fact that the touchscreen technology allowed Apple to substantially increase their market share. At first, Apple was not manufacturing enough phones to meet demand, not people believe that they hold back shipments so that it seems as if there is limited quantities. Now that touchscreen technology is available for everyone to use it has lost its excitement. There are now other providers that have been consistently taking market share away from Apple. "Although the threat of Samsung as a competitor is very real, Apple still took 70 percent of profits in the handset industry in Q4 of this past year" (iPhone Continues Worldwide March of Domination, Latest Stats Show, Christina Bonnington). Initially, consumers were attracted to the product because it was very expensive and in limited quantities. There are so many versions of the iPhone available in different price ranges that is has also contributed to the lack of luster. "One thing is for sure, with the release of such super handsets as the Samsung Galaxy S4, Sony Xperia Z and, HTC One the next iPhone will have to seriously up its game" (iPhone 6 release date, news and rumors, Dan Grabham). With so many iPhones available and the availability of information, there have been issues rising that question the quality of the product. Some consumers say that they "were sold the device with on-off buttons that stopped working shortly after the 1-year warranty was up" (Lawsuit claims Apple sold iPhone 4 with bad on-off button, Dara Kerr). 

BOC: Jeans Cost

How Jeans Cost $300

It is interesting that Americans are willing to spend hundreds of dollars on luxury items from foreign countries except for high quality denim. Many high end brands such as Gucci produce their high end denim in America because we have the reputation for providing the highest quality jeans. Several factors contribute to the fact that high end jeans cost more than they should. It is possible to create high quality denim in a low cost factory such as one in China for only 40 dollars. Consumers wont spend money for high quality items produced in China. "Designers and retailers say the typical retail markup on all fashion items, including jeans, ranges from 2.2 to 2.6 times cost" (How Can Jeans Cost $300). The cost to produce Jeans in the states costs higher because of higher wages and other economic factors. "In the luxury business, those mark-ups cover huge marketing budgets (someone has to pay for giant billboards and ads in fashion magazines) as well as the costs of running stores, headquarters, shipping, and other overhead" (How Can Jeans Cost $300). "Delores Sides, a spokeswoman for Cone Denim, says most of the weavers employed there have at least 20 years of experience, and one woman has being working at the mill for 55 years" (How Can Jeans Cost $300). Experienced employees are the one that are producing the high quality items. Having a person with over half a century of experience is going to require higher pay and in return drive up the markup price. Consumers are willing to pay the higher price for an items because their is an emotional connection rational connection to the item. Rational shoppers can spend hundreds on an item because they expect that it will last a long time. Emotional shoppers spend hundreds on luxury goods because they can.

EOC: Chapter 5 Discussion

1.  The advantage that Zara has in the market can also be a weakness. Zara has a quick response time which allows it to manufacture new products in short runs when a new luxury trend is adopted. Making quick runs of new styles allows Zara to maximize sales by offering a product long before the competition and selling during the peak of a trend. "Zara, which manages through a vertically integrated system to reduce the production cycle, control quantity produced, and minimize inventory so that they can offer new styles in their stores almost every week" (Fashion Branding Unraveled). The problem with short runs is that there might not be a large enough quantity produced to meet demand. If items are sold out for a significant amount of time, the retailer has missed out on potential sales. The challenge for a retailer is having the right amount of product in stock.
2. "Many premium brands such as Zara adopt a fast response concept of production and distribution" (Fashion Branding Unraveled). The fast response strategy adopted by the retailer would fit in this company because many of the people that shop in the high end destinations are tourists. Fast response ensures that luxury trends will be adopted quickly and that the items will be on shelves in time for interested consumers. "Most products are produced in small quantities to minimize stock and reduce the need to discount their prices" (Fashion Branding Unraveled). Urban Outfitters targets a completely different consumers segment but it is possible that high end retailers could use some of their distribution methods. UO allows consumers to order items right from their store if they are not in stock. The items ordered are redirected from shipments that are already on their way. It saves the company money because items dont have to be shipped individually and it creates a sale at the same time.

BOC: Bruce Weber

Bruce Weber is a photographer that has been in charge of some very iconic, controversial, and immense projects. He has a signature style that is easily recognizable and uses his team from his own production company to accomplish his tasks. On one of his most recent projects, he was responsible for shooting the 19th annual Hollywood issue of Vanity fair which people first thought would be too difficult for one person. "To complete the project, which stretched over a period of eight days in nine iconic locations in Los Angeles, including the Beverly Hills Hotel, Musso & Frank Grill, and the Hollywood Center Studios’ back lot" (vanityfair.com). Weber completed the project in just over a week. Bruce's work can sometimes be considered very artistic but it is very easy to see why some people are not happy with his work. In some of his images he uses individuals who are hardly dressed in very suggestive positions Aside form his photography, Mr Weber also uses his film skills to create advertisements. Bruce has created commercials for famous brands such as the "Wet and Wild" commercial for a fragrance by Giorgio Armani (nowness.com). " Athletic model Simon Nessman rises from the wild surf in Bruce Weber’s short for Giorgio Armani's Acqua di Giò Essenza" (nowness.com). The commercial was sort of a revival of the famous fragrance. Although much of Weber's work is very controversial, he also does work that fits to that standard of the people commissioning his work. He is a very talented artist and it is not very likely that he will be having a hard time finding work due to his unique style. One of his recent images shows a model eating while standing with a hippo witch speaks to the issue of women and image issues and health. 

EOC: Chapter 4 Discussion

1. Louis Vuitton is one of the most popular luxury brands if not the most popular brand in the world. The luxury brand generates millions of dollars per quarter in sales all over the world. The LVJ brand took a risk by opening a stand alone store in an area that wasn't known for high end stores."Tokyo had no major street known for its luxury brands such as Foubourg Saint-Honoré in Paris or Fifth Avenue in New York" (Fashion Branding Unraveled). The company also changed its tradition of focusing on women take make up a large portion of their consumer segment.  men's products were introduced, including watches, scarves, bags, and pens. "The merger meant transforming LV from a brand with traditional luxury products to a fashion company offering a ready-to-wear collection" (Fashion Branding Unraveled). 

2. It is a huge change for a company that is over 100 years old to have a dramatic change in the way that they sell products. LVJ had to adopt new philosophies in because the shopping habits are different for people from japan. It was hard to measure the success of the LVJ project because of the economic situation that caused certain companies to adjust their inventory control. In their new strategy, LVJ used local marketing and advertising agencies because it was believe that the traditional world advertising agencies would not have a huge impact. "Advertisements that were produced locally rather than using their universal ad campaigns since brand recognition in Japan was still limited and largely based on its bags" (Fashion Branding Unraveled). LVJ has shown that a name alone does not guarantee success, selling techniques and strategies have to change in order to be successful in different areas. 

BOC: Hawaiian Tropic

www.nytimes.com

Recently, the Hawaiian Tropic company has decided to do away with a tradition that has been a part of its company for close to three decades. The "brand announced the retirement of their famous bikini contests" (yahoo.com).In 1983, the company started the first of many swim suit competition that grew in popularity over the years. It was just 14 years after the company initially began that they decided a good way to gain exposure is to host a swimsuit competition. The Hawaiian Swimsuit competition became so popular that at one point they were featured in a film starring Jim Carey. A few years later, some of the women from the Hawaiian Swimsuit competition even appeared in playboy which was probably in its peak during that time. Company representatives decided that it was not in the best interest of the company to continue with an event that had seen a lack of popularity in recent years. "The bikini contest wasn’t resonating with our target female consumers" (yahoo.com).The move has come as a big shock to consumers because for many years that was a way that the company kept its name in public view.The Hawaiian Tropic company has recently announced that it would focus its public relations and advertising in a different way. In recent years, research has shown that the majority of consumers that buy the Hawaiian Tropic products are women and it is not likely that they are being influenced to purchase items because of the swimsuit competition. "Now the company is launching a national search for a new spokeswoman" (yahoo.com).The company is looking for a person that represents the company which includes confidence and beauty. Consumers interested in becoming the new spokesperson for Hawaiian Tropic can submit their information to the official facebook page for the company.

EOC: Chapter 3 Discussion

1. Burberry set out to rebrand itself as a luxury lifestyle brand but at a lower price than its major competition such as Prada and Gucci. "Many brands eventually die when they fail to remain relevant and updated as this causes them to lose market share and consumer interest" (Fashion Branding Unraveled). There is no need for consumers to go out and spend hundreds of dollars on items. Burberry wanted to keep its image of a high end brand but at a price that the average consumer could afford. "Focuses on becoming more relevant to its own market with the possibility of attracting more and new customers" (Fashion Branding Unraveled). They cut the number of products they were creating by more than 75 percent but created new product lines so they could serve a wider range of demographics. With the new product lines, Burberry is now serving young trendy adults, older traditional consumers, and with price ranges for high end and the average consumer. 

2. The turnaround for Burberry was a little different than that of Gucci with Tom Ford. Burberry was not doing as bad financially as Gucci because they had not lost a core of their loyal customers to other brands. Gucci was in a tough spot because decades of less than innovative designs led to their consumers to seek other brands to meet their fashion needs. Gucci needed Tom Ford to connect with its consumers in a major way or they were in serious danger of having financial troubles. Burberry was also having difficulty connecting with its consumer but it was in a much easier situation where it could release certain product lines to market different products to key consumer segments. Marketing and rebranding can be a difficult process but it can be done. "Branding is neither easy nor cheap" (Fashion Branding Unraveled) and success is not guaranteed. 

BOC Brands: Beats By Dre

forbes.com

Andre Young, better known as Dr Dre, has created a product with a cult fallowing. Young used his status and reputation as a perfectionist to launch Beats by Dre. Andre and his business partner were looking to develop a new brand of sneakers but realized that they field was highly competitive. "His interest in getting into the headphone business was prompted by what he calls a steady decline in the quality of audio equipment and of recordings, as they have been compressed into digital files" (New York Times). Many individuals in the music industry have been looking for new ways to create revenue due to the fact that its very easy for the average consumer to download illegal content. "Industrywide annual revenues tumbled from $38 billion to $16.5 billion over the past decade" (Forbes). Andre also used his position as a music producer and founder of interscope records to place his newly developed product where his target market could see. The product was ether being worn or featured by musicians on Andre's record label. Eventually, the product became so popular among artists from other labels would wear it in their videos without being asked too. Many sports teams are provided with beats so it also allows people from many different demographics to be exposed to the product. During the 2012 Olympics and recent world basketball championships, the entire USA national team was provided with Beats. Many international teams and superstars are frequently seem wearing the .Urban music followers are ether receptive or resistant to certain products but they have accepted Beats by Dre with open arms. The greats brand that have been developed over time are the companies that sort of develop a lifestyle and brand image. Beats brand image is of high quality and a luxurious urban life style. Company representatives have also realized that mobile music libraries are becoming less and less popular due to the fact that live streaming is much more affordable. "The mp3 is heading the way of the CD. It might be there already" (Forbes). The audio equipment producer has created a product so popular that it is now being built into cars, laptops, and other mobile technology. "A typical pair of Beats sell for about $300 — nearly 10 times the price of ear buds that come with iPods. And, despite these lean economic times, they are selling surprisingly fast" (New York Times). The market for luxury audio equipment has increased because of Beats By Dre. Other artists such as Ludacris and 50 Cent have released or endorsed their own brand of audio equipment. There is no much more heavy competition now compared to when the company released its initial product. Although there is much more competition it continues to see growth in market share. "Annual sales are approaching $500 million, and Beats have transformed headphones into a fashion accessory" (New York Times). I believe the Beasts audio marketers will continue to further develop different branches of beats audio products to better increase market share.

EOC: Beech Nut Scandal

huffingtonpost.com

Beech Nut nutrition corporation was on older and reputable company until they decided to break the trust of the consumers with inferior products. The president and vice president were sentenced for the crimes of selling apple juice that contained "little or no apple juice at all"(Into the Mouths of Babes). The product sold by Beech Nut was consumed by babies and mothers that trusted the company that had been established close to 100 years prior." It said that the product that Beech-Nut had been marketing as 100 percent apple juice was actually made from beet sugar, cane sugar syrup, corn syrup and other ingredients, with little if any apple juice in the mixture" (NY Times).The two men were charged with 215 counts of violating federal food laws. The issue with the company is that they clearly decided to hide the fact that there was little or no apple juice in their products when they found out. "Beech-Nut and other defendants had intentionally shipped adulterated and misbranded juice" (NY Times) When the first initial signs that pointed to a bad product surfaced when there were tests done on the juice. The reason that it was such a big issue for people is that the majority consumers of the product was mothers with young children. Beech Nut sold millions of bottles of apple juice that had almost no nutritional value for babies and young children. The first tests on the concentrate provided by the blending company suggested that there were certain impurities that didn't meet the company standards. Although the company was not initially responsible for the contaminated concentrate, it was their duty to switch to a new supplier when they realized they were hurting the reputation of the company. 

EOC: Chapter 2 Discussion

.
marketingtochina.com

1. Shanghai Tang experienced early success in many areas due to their advantages such as producing their products in the manufacturing capital of the world and exposure to consumers. Tang set out to create a high end fashion brand and change peoples perception that anything that was made in China was going to be of bad quality."Perceptions of production quality have haunted Chinese products for years" (Fashion Branding Unraveled). By manufacturing their products at home, they had the initial low cost of production and reduction in other costs such as transportation and other logistics. "That the brand seemed to be heading at the right direction" (Fashion Branding Unraveled) .The colorful designs and cuts that were popular among asians at the time could have been something that led Tang to initially fail in New York. Americans are normally regarded as consumers that are late when it comes to adopting trends.

2.  During the time when tang was opening his store in america, grunge was the prominent trend in the marketplace. Grunge included dark colors, and heavy fabrics which was the opposite of the style that Tang was trying to introduce at the time. Style in america was relatively conservative compared to the styles that were being adopted all over the world. It is also possible that the location of the store itself in New York could have had a huge impact because the initial store for Tang received millions of visitors each year."China has gone from being the low-cost factory of the world to a purchaser of some big name brands to a stage where they create their own global brands built on local innovation capable of competing in quality, style, and prestige with designs coming out of the fashion capitals of the world" (Fashion Branding Unraveled)

EOC: Chapter 1 Discussion

1. Brands are the solutions that people meed for ether a practical or emotional need. Brands are products or services that can be represented by symbols, words, or design that represents a product or service. The brand allows consumers to associate an idea to a product which can be value, quality, or identity. "Consumers often define brand identity in terms of very concrete, palpable, and tangible attributes" (Fashion Branding Unraveled).We need brands to distinguish between companies that offer certain features in their products that we are looking for. Value isn't something that is just measured by how much we spend on something but  also how well it fills our need. "Consistency is another key factor for the success of any brand"(Fashion Branding Unraveled). 

2. An 8 dollar bar of soap is cheap compared to the price of a new car but when taking into consideration the average price of soap it doesn't seem like the best bargain. Value can be purchasing a certain product such as $300 smart phone that eliminates the need for an MP4, computer, internet service, and GPS. A purchase that requires several hundred dollars doesn't seem like something that would provide much value but it fill several needs while eliminating costs simultaneously.

3. "The concepts of the terms innovation and consistency may seem a bit contradictory" (Fashion Branding Unraveled). Brands have to constantly develop new services and products that are in tune with the new needs of consumers. The new products also have to be consistent with the brand image. Apple is a company that is always innovating with their new products but they are consistent with the quality image and service they provide. Apple could innovate software for computer systems but it is not consistent with the company image. 

BOC:Slip, Slop, Slap

"The Slip! Slop! Slap! slogan is the core message of the Cancer Council's SunSmart program and has become part of the Australian language" (Sunsmart.com).The slip part of the theme encourages people to slip on a shirt to reduce exposure to harmful UV rays."Sid the seagull, wearing board shorts, t-shirt and a hat, tap-danced his way across our TV screens singing a catchy jingle to remind us of three easy ways of protecting against skin cancer"(cancer.org.au).The slop refers to putting on sun screen lotion to protect any parts of the body. The slap talks about placing a hat so that you can further protect yourself. In the 70's and 80's more information was being gathered that suggested that too much exposure to the sun could cause certain types of cancer. The ad campaign was commissioned and launched by the Cancer Council Victoria in 1981. There is an article in cphealth.com that states that the ad campaign could be too successful. In recent years, there has been an increased deficiency in the vitamin D levels of australians. Vitamin D is absorbed through the skin when sun light hits the body. At a very young age people are told to protect themselves so much that they are now hurting themselves by not receiving sun light. The recommended amount of time that a person should  spend outside should range from three to five minutes. If a person does not want to risk exposure to harmful amounts of UV rays it is also possible to take vitamin supplements to make up for the deficiency. "In 2007, the slogan was updated to Slip Slop Slap Seek Slide to reflect the importance of seeking shade and sliding on wrap around sunglasses to prevent sun damage"(cancer.org.au).