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.