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Brand analysis report BONDS - Essay Example
Pages 12 (3012 words)
Brand analysis report- BONDS Customer inserts his/her name Institution’s name Executive Summary This report addresses various branding concepts pertaining to the BONDS brand in Australia. BONDS has been established since 98 years in Australia as one of the leading underwear brands…
However, the brand’s decision to sack Australian workers and move operations overseas has negatively affected its brand equity. In order to further enhance its brand equity, BONDS is also required to innovate further the way its competitor aussieBum is. Finally, it needs to further develop and strengthen its brand positioning rather than relying on its heritage. Customers must also be assured that the brand is “Australian” as the Country-of-Origin and “Made In” effect can have a huge impact on the brand equity of BONDS. Table of Contents 1.Introduction 3 2.Brand positioning and values 5 3.Brand characteristics 7 4.Customer Benefits 8 5.Brand Communities 9 6.Brand equity 10 8.Reflection 14 1. Introduction BONDS is an underwear brand based in Australia that has become a national icon and has existed for over 98 years. Initially targeted at men’s underwear, the company aims at providing “shorts, trunks and low rise” underwear (Dugg.com.au, 2003-2011). Therefore, the main product initially was underwear in a variety of shapes, sizes and colors. Both conventional and contemporary styles are offered by the company to ensure high level of comfort to its customers. The company’s iconic product was The Chesty Bond. Over the years, the company has expanded its product range to including clothing including sportswear and maternity clothing. ...
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