Brand equity for Sandro The brand is identified as a Parisian brand known for its reflection of French simplicity. In terms of market segment, the brand usually targets customers within ages 25-40 comprising of professionals considered to have hectic lifestyle. In general, the brand targets modern customers who are up to date with fashion. To ensure unique selling proposition (USP), Sandros specializes in making the brand more versatile by marketing the product across all the ages thereby leading to positive customer-base brand equity. The versatility ensures large client base for the product. In which case, the brand should make use of effortless style with both ranges of men and women across all the ages (Burger, 2012, 35).
For brand meaning, it is wholly inspired by French design and usually sought by women in their 30’s. In order to maintain and improve its customer base, the brand has ensured strong customer relationships through conducting client data collection about how their response to the product. Through the help of brand equity, the company compliments its brand’s imagery by improving its commitment to social causes such as introducing“reduce, reuse, recycle”. This triggers customers to feel good while purchasing the product. Further, brand performance demonstrates its reliability and durability. people know that their products are well designed and stylish, and that they wont let them down.
In terms of brand response, Sandro makes use of high quality materials, to satisfy their clients, obtained from France thereby reflecting modern fashion (Kapferer, 2012, 5). This has helped in evoking feelings directly in the customers because of the expertise associated with the contemporary fashion. According to the nature of the brand, trendy people known to be fast fashion follower are strongly attracted to the fashion created by the brand. Consequently, this has evoked loyalty given that the customers can identify the brand according to their unique needs. Apart from the trendy people, fun loving people who have a sense of achievement and self-respect visualize credibility and superiority of the brand (Kapferer, 2000, 45). This is because, the modernity evident in the brand allows the customers to express themselves in a fashionable way. The superiority arises given that the competitors have not been able to evoke the same feeling on the customers.
One of Sandro assets, towards ensuring brand resonance, is strong online presence that ensures that there is 24-hour connection with the clients. This has helped the brand in remaining relevant in the market even though there are many competitors. In order to improve its resonance and ensure positive customer base brand equity, the brand strategizes in having a good store location, located in major towns around Europe. Paris, London and Milan. Strong brand loyalty is another asset, which ensures that client base remains loyal to the cause of the product. Further, it plans to launch a digital marketing campaign covering social media, online store, blogs and online magazines in order to increase online presence. This is accompanied by increasing brand awareness through sponsorship of sports events. Through ensuring large customer base, this strategy has made the brand operation a success story among its competitors. Carrying out brand awareness has ensured that the brand remains known to the customers thereby increasing customer loyalty (Glynn, 2009, 987).
Kapferer, J.-N. (2012). The new strategic brand management: Advanced insights and strategic thinking. London: Kogan Page.
Kapferer, J.-N. (2000). Strategic brand management: Creating and sustaining brand equity long term. London: Kogan Page.
Burger, M. (2012). Brand Equity and Brand Value: Explanation and Measurement. Norderstedt: Books on Demand.
Fisher-Buttinger, C., &. Vallaster, C. (2008). Connective branding: Building brand equity in a demanding world. Chichester, England: Wile
Glynn, M. S., &. Woodside, A. G. (2009). Business-to-business brand management: Theory, research and executive case study exercises. Bingley: JAI Press