StudentShare solutions
Triangle menu
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Ralph Lauren Case Study - Essay Example

Nobody downloaded yet
In the same way, there are several ways that the value of a brand can be exploited for the beneficial purpose of the organisation (Keller, 2005). For Ralph Lauren, brand image is highly significant. Ralph Lauren sold his tie line at higher prices than that of market prices with the assumption that customers have greater preference for the product which is rendered at higher prices. It is because according to Ralph Lauren customers perceived that higher price refers to better quality. He diversified his business through own retail store to attract younger generation as well as baby boomers that can help the brand to catch the attention of the customers. Furthermore, Ralph Lauren diversified its business from menswear to womenswear in the year 1971. In the year 1972, the Polo brand was introduced in 24 colours with the tagline “Every team has its colours, Polo has 24”. This innovative promotional strategy facilitated to fabricate the brand equity for Polo. Ralph Lauren concentrated on sportswear and trendy fashion wears. He is believed to be the pioneer of ‘lifestyle merchandising branding’. He promoted his brand ‘Polo’ very strategically. By 1980, he set up seven new stores across the markets. His brand was promoted through Hollywood movie ‘The Great Gatsby’ and the costume designer was awarded Oscar for costumes. The above mentioned issue helped the brand to be recognised throughout the world. He considered the social as well as the cultural factors to enhance brand awareness in the American market (Hancock, 2009). Accordingly, in 1978, he introduced fragrances for both men and women. The aromas of the fragrances were apparently distinct and customers would prefer to be familiar with, even if they were not concerned about the clothing line developed by Ralph Lauren. Ralph Lauren made an advertisement campaign with the assistance of Weber (photographer) with an eye-catching tagline “Rough wear-it was made to be worn”, in the year of 1979, that had a strong impact on brand advertising in those days. In 1981, Ralph Lauren launched a new brand namely Santa Fe collection which facilitated the romanticism of American fantasies with cowboy outfits. In the same year, Ralph Lauren executed its own boutique in London and he became the first American designer in the European market (Hancock, 2009). Next, Ralph Lauren diversified his business towards furnishings with the tagline of “How Tradition Begins”. Each product under this segment has its own image in customers’ mind. In the year 1986, he emphasised on a flagship store in New York which can define his brands within one corporate entity. The key factors of success for Ralph Lauren are innovative ideas with the combination of networking which creates public awareness and a specific vision about the brand. 2. Evaluation of the Role of Brand Association in the Company’s Success Brand association is related with the customers’ outlook connected with brand and it reflects the strategic position of the brand. Associations can provide to summarise a set of facts and specifications that would be complex for the customer to access and high-priced for the company to correspond. Brand association can facilitate to generate brand awareness in customers’ mind. A differentiating brand association is capable to assist the organisation to obtain competitive advantage. For instance, Ralph Lauren is synonymous with higher price ...Show more
Cite this document
  • APA
  • MLA
(“Ralph Lauren Case Study Essay Example | Topics and Well Written Essays - 2000 words”, n.d.)
Retrieved from
(Ralph Lauren Case Study Essay Example | Topics and Well Written Essays - 2000 Words)
“Ralph Lauren Case Study Essay Example | Topics and Well Written Essays - 2000 Words”, n.d.
  • Cited: 0 times


Ralph Lauren Case Study Table of Contents Table of Contents 2 1.Elements Comprising the Equity in the Ralph Lauren Brand 3 2.Evaluation of the Role of Brand Association in the Company’s Success 4 3.Ralph Lauren’s Brand Extension Decision to Rugby 7 4.Recommendations to the Company regarding Stewardship of their Brand in the Future 8 References 11 1…
Ralph Lauren Case Study
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Ralph Lauren Case Study"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Case Study Anylsis
9 SWOT Analysis of Ocean Park 9 SWOT Analysis Hong Kong Disney 11 Answer 5. 13 Reference 15 Bravo’s Burberry takes over Answer 1. Market position of Burberry can be analysed by the analysis of strength and weaknesses of the brand before it’s takes over of Bravo.
10 pages (2500 words) Essay
Ralph Lauren Corporation
Ralph Lauren company is famous for some of its brands and people all over the world use their products as a high-class status label. The most famous brand of Ralph Lauren is Polo Ralph Lauren; along with that it also manages other small brands and businesses. The main headquarters are situated in the east of New York City.
10 pages (2500 words) Essay
Ralph Lauren Case Study Analysis
3 Steps in Keller’s Brand Equity Model: 3 2.1 Brand Identity (Salience or Awareness) 3 2.2 Brand Performance 3 2.3 Brand Image 4 2.4 Brand Judgement 5 2.5 Brand Feelings 5 2.6 Brand Resonance 5 3. Describe the Points of Parity (POP) and Points of Difference (POD) of the Ralph Lauren Brand: 6 3.1 Points of Difference (POD’s) of the Brand RL 6 3.2 Points of Parity (POP’s) of the brand RL 7 4.
6 pages (1500 words) Essay
Understanding consumer decision process
Consumers utilize goods and services on a daily basis. In the present era wherein every product that a consumer can possibly need is available in the market, producers compete mainly on the quality of products and goods offered.
16 pages (4000 words) Essay
Ralph Lauren Case Study
For Ralph Lauren, brand image is highly significant. Ralph Lauren sold his tie line at higher prices than that of market prices with the assumption that customers have greater preference for the
8 pages (2000 words) Essay
The failure of Ralph Lauren Rugby
The lifestyle apparel brand had launched a high-end brand extension, when demands appeared to be high. However, the company was unable to appropriately judge the target market segments and ultimately, failed to generate enough
9 pages (2250 words) Essay
Identiy a resaon(s) for failures of the Ralph Lauren Rugby and propose a marketing strategy for re-launching the brand
Furthermore, such type of marketing mix strategies is developed in order to improve its position and brand value of the brand of Ralph Lauren
8 pages (2000 words) Essay
Ralph Lauren Rugby 's fail reasons and re-launch marketing strategy
Rugby being a part of Ralph Lauren, it has a lot of advantage over its competitors and allows Rugby to push its brand in the brand successfully creating a good brand image in the mind of the target customers. The purpose of
12 pages (3000 words) Essay
Identify failures of the now discontinued brand Ralph Lauren Rugby and propose a marketing strategy for the re-launch of that brand
The re-launch of the brand is based on modification of the 4Ps, and the various entry strategies that could be adopted by the company to again enter into the highly competitive market. The company uses the
12 pages (3000 words) Essay
Research now discontinued brand Ralph Lauren Rugby to identify reason(s) for its failure. Then imagine yourself as the marketing manager tasked with re-launching the brand develop a marketing strategy that addresses the failures you found in your research
The essay investigates the possible reasons why Ralph Lauren Rugby brand was discontinued and the possible re-launch strategy for the brand that can see it
8 pages (2000 words) Essay
Comments (0)
Click to create a comment
Let us find you another Essay on topic Ralph Lauren Case Study for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us