Individual Assignment_Strategic Brand Management Report_1
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Running head: STRATEGIC BRAND MANAGEMENT FOR CHARLES & KEITH
Strategic brand management for Charles & Keith
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Institution of Affiliation
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2
STRATEGIC BRAND MANAGEMENT FOR CHARLES & KEITH
Executive summary
Charles & Keith is an established Singaporean company that operates in the fashion
industry. The business avails a wide range of men, women and children products, which
enhances effective positioning in the market. The business achieves brand resonance through the
ability to leverage all customer touch points, both online and offline. The brand uses brand
imagery by showcasing products using celebrity endorsements, and hence portraying a
significant sense of style. The brand can be asserted to be successfully, given the increased
financial sustainability and a significant market share. The buisness also has a high brand value,
which can be attributed to the huge customer base. The business uses the brand taxonomy aspect
to categorize products according to quality, target customers and product category. Logos and
symbols are essential towards enhancing brand identity, while jingles are essential towards
enhancing brand memorability. The business segments its markets according to behavioral,
geographical, demographic and attitudinal attributes. The marketing mix is also included in the
study to leverage brand marketability. The brand uses reinforcing, consistency and new customer
management to strategically manage the brand across time. The study recommends a wide range
of digital tools for social media marketing management, customer relationship management and
others for strategic brand management.
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STRATEGIC BRAND MANAGEMENT FOR CHARLES & KEITH
Table of Contents
Executive summary
.....................................................................................................................................
2
1.0 Introduction
...........................................................................................................................................
4
2.0 Company background
............................................................................................................................
4
3.0 Strategic brand management
..................................................................................................................
5
3.1 Brand resonance
................................................................................................................................
5
3.2 Brand imagery
...................................................................................................................................
6
3.3 Brand performance
............................................................................................................................
7
3.4 Brand value
........................................................................................................................................
7
4.0 Building brand equity
............................................................................................................................
8
4.1 Brand taxonomy
................................................................................................................................
8
4.2 Logos and symbols
............................................................................................................................
9
4.3 Brand jingles
....................................................................................................................................
11
5.0 Brand management across countries
....................................................................................................
11
5.1 Brand standardization and adaptation
..............................................................................................
11
5.2 Target segments
...............................................................................................................................
12
5.3 Marketing mix
.................................................................................................................................
13
6.0 Brand management across time
...........................................................................................................
14
6.1 Brand reinforcing
.............................................................................................................................
14
6.2 Brand consistency
............................................................................................................................
15
6.3 New customers
................................................................................................................................
16
7.0 Digital tools
.........................................................................................................................................
17
8.0 Conclusion
.......................................................................................................................................
18
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STRATEGIC BRAND MANAGEMENT FOR CHARLES & KEITH
1.0 Introduction Strategic brand management is a process that involves defining a brand's direction,
positioning, and value, and then implementing activities that support those goals. Strategic brand
management can be asserted to be vital towards enhancing differentiation, as a strong brand can
help a company stand out in a crowded market and differentiate itself from competitors. Strategic
brand management also enhances customer loyalty as a well-managed brand can create customer
loyalty, which can lead to repeat business and positive word-of-mouth, value creation through an
increase in the perceived value of a company's products or services, leading to higher prices and
increased profitability, company reputation through increased credibility and trust with
customers, employees, and other stakeholders and overall competitive advantage through the
ability by a company a unique and memorable identity that sets it apart from its rivals. This study
analyzes the strategic brand management strategy for Charles & Keith, an established
Singaporean fashion industry. The study will conduct a review on company background, analyze
the strategic brand management factors for the buisness, strategies for building brand equity,
brand management across countries and time, and effective digital tools for effective brand
management. 2.0 Company background Charles & Keith is a fashion retail company that was founded in 1996 by Charles Wong
and Keith Wong, two brothers from Singapore. The company specializes in creating stylish,
affordable footwear and accessories for women, and it quickly gained a loyal following around
the world. Today, Charles & Keith has over 400 stores in more than 80 countries, and it has
become known for its trendy and fashionable products, including shoes, bags, and accessories.
The company is known for its commitment to quality and style, and it has become a popular
5
STRATEGIC BRAND MANAGEMENT FOR CHARLES & KEITH
choice for fashion-conscious consumers who are looking for affordable, on-trend options. The
business articulates the need to empower women, and hence adopts a decentralized management
structure, where employees contribute significantly towards organizational innovations and
decision making. 3.0 Strategic brand management 3.1 Brand resonance Brand resonance refers to the emotional and psychological connection that consumers
have with a brand. It is the extent to which a brand is able to occupy a meaningful place in the
hearts and minds of its target audience.to achieve brand resonance, a business must be able to
build and maintain a brand identity, meaning, response and relationship. Charles & Keith is a
fashion brand that is known for its stylish and trendy footwear and accessories. The brand is
popular among young, fashion-conscious consumers who appreciate the brand's contemporary
designs and high-quality products. Charles & Keith has a strong brand presence online, with a
well-designed website and active social media accounts. The brand also has a global network of
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STRATEGIC BRAND MANAGEMENT FOR CHARLES & KEITH
retail stores, which helps to build brand awareness and establish a strong connection with its
customers.
To achieve brand resonance, Charles & Keith focuses on delivering a consistent brand
experience across all touch points, from its retail stores to its online presence. The brand also
invests in marketing campaigns that showcase its products in a way that resonates with its target
audience. Additionally, Charles & Keith place a strong emphasis on customer service, which
helps to build loyalty and foster a positive brand image. Overall, Charles & Keith has been
successful in building brand resonance with its target audience, and is known as a fashionable
and reliable brand in the fashion industry.
3.2 Brand imagery Charles & Keith is known for its trendy and affordable footwear, bags, and accessories.
The brand's imagery is modern and sophisticated, with a focus on clean lines and bold,
statement-making pieces. Through this, the brand portrays an essential sense of confidence and
elegance, which is essential towards attracting more customers to the brand. In marketing campaigns and on social media, Charles & Keith often showcase its
products in stylish, on-trend settings, with models and influencers wearing the brand's products
in fashionable outfits. The brand also frequently collaborates with designers and influencers to
create limited-edition collections and promote its products. The brand hence positions itself with
style and fashionable outfits and items, which is a vital imagery aspect that contributes towards
effective brand positioning in the market. Overall, Charles & Keith's brand imagery is youthful,
fashionable, and confident, and is designed to appeal to a wide range of customers who are
looking for stylish and affordable accessories.
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STRATEGIC BRAND MANAGEMENT FOR CHARLES & KEITH
3.3 Brand performance Charles & Keith has established itself as a successful and popular fashion brand, with a
strong presence in the global market. Its products are well-regarded by customers, and the
company has a strong financial performance. The business has seen steady growth in recent
years. According to the company's annual report, it has experienced double-digit growth in both
revenue and profit in the past few years. It has also expanded its product range to include
clothing and other fashion items, which has contributed to its growth. The ability by the business
to effectively diversify products and extend its product line is essential towards attracting a wide
customer base, with different tastes and preferences, which can be asserted to be vital towards
enhancing brand performance, through ability to generate increased revenue, which enhances
sustainability. 3.4 Brand value Brand value refers to the perceived worth of a brand, or the overall value that a brand
holds in the market. It can be influenced by a variety of factors, including the quality of the
products or services offered, the reputation of the brand, the level of customer loyalty and
satisfaction, the brand's visibility and presence in the market, and the brand's ability to innovate
and adapt to changing market conditions. In general, a brand with high value is perceived as
being more trustworthy, reliable, and desirable by consumers, which can lead to increased sales
and revenue for the company (
Rui, Prokopenko, & Vovchok, 2020). Brands can also be
evaluated based on their brand equity, which is a measure of the value of the brand to the
company.
Charles & Keith has established itself as a successful and well-regarded brand in the
fashion industry, with a strong following and a reputation for quality and style. These can be
asserted to be significant factors that have contributed significantly towards the company’s brand
8
STRATEGIC BRAND MANAGEMENT FOR CHARLES & KEITH
value. The business has also attracts a relatively wide customer base, and continuously attracts
new customers to the business which articulates increased brand value for the business. The
business has a huge market share in the Singapore market, which articulates a significant demand
for its products in the Singapore market. 4.0 Building brand equity 4.1 Brand taxonomy Brand taxonomy is a classification system that organizes brands into categories based on
shared characteristics or attributes. It can be used to help companies better understand their own
brand and how it fits within the market, as well as to help consumers navigate and compare
different brands (
Chernev, 2020).
There are several different approaches to creating brand taxonomy, and the specific
categories and characteristics used will depend on the industry and the goals of the classification
system. Some common ways to classify brands include by product category, target audience,
price point, quality level, and geographic region.
Charles & Keith can be classified as a fashion retail brand that focuses on offering stylish
and trendy products for women. The brand's product range includes a variety of footwear
options, such as sandals, boots, heels, flats, and sneakers. It also offers a range of bags, including
shoulder bags, crossbody bags, clutches, and backpacks. In addition to these core product
categories, the brand also offers a selection of accessories, such as belts, scarves, and sunglasses.
Charles & Keith has a reputation for offering high-quality products that are both
fashionable and affordable. The brand has a strong following among young women and is known
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STRATEGIC BRAND MANAGEMENT FOR CHARLES & KEITH
for its on-trend styles and attention to detail. Charles & Keith has a global presence, with stores
in more than 20 countries around the world.
The business therefore develops brand taxonomy according to product category, target
audience and quality level. The business should develop other brand taxonomies to target
customers according to their geographical locations and income levels. For example, the clothing
needs of Indian women, may differ significantly from their American or European counterparts,
while the affordability levels of women in developed countries may differ from those of
developing countries in Asia and Sub Saharan Africa. This hence asserts the need by the business
to include product lines to reflect different global cultures and income levels, as a way of
widening customer base, and entering new global markets. 4.2 Logos and symbols Logos and symbols are important elements of branding because they help to identify and
distinguish a brand from its competitors. A logo is a visual representation of a brand, often in the
form of a graphic or word mark, while a symbol is a graphic element that represents an idea or
concept (
Keller, & Swaminathan, 2019).
Logos and symbols are usually designed to be simple, memorable, and timeless, and they
are often used in conjunction with a brand's name and tagline to create a cohesive and effective
brand identity. They can be used on a wide range of materials, including websites, marketing
materials, packaging, and products, and they help to create a consistent look and feel for a brand
across all of its touch points.
In addition to their practical use in helping customers to identify a brand, logos and
symbols can also help to convey the values and personality of a brand to its audience. By
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STRATEGIC BRAND MANAGEMENT FOR CHARLES & KEITH
carefully designing and using these elements, companies can create a strong, positive association
with their brand in the minds of consumers.
The Charles & Keith logo is the brands full name, typically presented in black or white
and is used on the company's website, marketing materials, and products. In addition to the
monogram logo, Charles & Keith also use a number of symbols and design elements to
communicate its brand identity. These include the brand's signature red color, which is used in
many of its marketing materials and product packaging, as well as graphic patterns and prints
that are incorporated into the design of its products.
The full name used as brand logo is essential towards increasing brand confidence, as
well as a significant sense of brand identity. The black and white colors communicate a sense of
style, timelessness, and simplicity. While black color is associated with elegance, luxury and
nobility, white color tends to be associated with feelings of kindness, comfort, peace and safety
(
Kapferer, 2012). These colors are hence essential for brand communication, generating
emotional appeal for the customers and enhancing satisfaction.
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STRATEGIC BRAND MANAGEMENT FOR CHARLES & KEITH
As a recommendation, the brand should consider establishing a minimal logo, including a
single identifiable brand symbol, towards enhancing brand identity and avoiding using the long
brand name on items, which may affect customer appeal. 4.3 Brand jingles A brand jingle is a short, catchy melody or phrase that is associated with a particular
product or company. It is often used in advertising and marketing campaigns to help promote the
brand and increase its recognition among consumers. Brand jingles are often designed to be
memorable and easy to sing along with, in order to help them stick in the minds of consumers.
They can be used in a variety of different media, including television commercials, radio ads,
and online advertisements.
Currently, the brand does not have a brand jingle. As a recommendation, the brand
should come up with a short, interesting and memorable brand jingle, which is essential towards
enhancing brand memorability, and hence attracting more customers, as customers are more
likely to buy from more memorable brands. A brand jingle may also create hype around the
brand, and hence increasing marketability. 5.0 Brand management across countries 5.1 Brand standardization and adaptation Brand standardization refers to the process of maintaining consistency in the way a brand
is presented to the public across different channels and regions. This involves establishing
guidelines for things like logo usage, typography, color palette, imagery, messaging, and tone of
voice.
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STRATEGIC BRAND MANAGEMENT FOR CHARLES & KEITH
Brand adaptation refers to the process of modifying a brand's identity to suit local
markets and cultural differences (
Tewary, & Mehta, 2021). This may involve adapting elements
of the brand such as its name, logo, or messaging to better resonate with a specific audience.
Both brand standardization and adaptation are important considerations for companies
that operate in multiple markets or regions. Standardization helps to ensure that the brand is
consistently recognized and understood by consumers, while adaptation allows the brand to tailor
its messaging and presentation to specific audiences in different markets.
The appropriate balance between standardization and adaptation will depend on the
specific goals and needs of the brand and the markets in which it operates. In some cases, it may
be more important to maintain a consistent brand identity across all markets, while in other cases
it may be more effective to make more significant modifications to suit local preferences and
cultural differences.
Charles & Keith should adopt the brand adaptation strategy, which is vital towards
meeting the specific needs and preferences of customers in different global markets. The
adaptation aspect is essential towards reflecting the lifestyles, cultures and habits of customers in
different global markets, and developing products to meet their fashion needs based on their
behaviors, interests, perceptions and beliefs. This is vital towards increasing business
competitiveness, by meeting and exceeding customer expectations. 5.2 Target segments The brand is known for its trendy and stylish designs, and it targets a younger,
fashionable demographic, who have a positive attitude and increased interest towards fashion
and style. The brand has a global presence and is particularly popular in Southeast Asia, hence
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asserting this region to be a major geographical segment for the brand. The wide range of
products, including boots, heels, flats, sandals, and more, matches every occasion, which enables
the buisness to target career and casual women and men. Charles & Keith aims to provide its
customers with high-quality, fashionable products at affordable prices, and it is constantly
updating its product range to keep up with the latest trends, hence targeting individuals within
the middle to high income bracket. Overall, Charles & Keith targets fashion-conscious women
who are looking for stylish and affordable options for their footwear and accessories.
5.3 Marketing mix Product: Charles & Keith offer a wide range of fashion products for women, men, and
children, including shoes, bags, and accessories. The business offers high quality products,
which is vital towards attracting customers to the brand. The products are also highly
differentiated to reflect the different needs and preferences of customers. Price: Charles & Keith uses a variety of pricing strategies, including discounts,
promotions, and sales, to attract customers. Prices may vary based on the product and market.
However, the buisness can be asserted to use the value based pricing strategy, which entails
matching prices with their perceived value in the market. Place: Charles & Keith have a presence in more than 30 countries around the world, with
a network of physical stores and an online store. The business hence adopts a brick and mortar
model, which enhances customer convenience. Promotion: Charles & Keith use various promotion strategies to reach and engage its
target customers, including advertising, social media marketing, email marketing, and in-store
events. Digital marketing strategies, including social media marketing and email marketing are
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STRATEGIC BRAND MANAGEMENT FOR CHARLES & KEITH
essential towards increasing brand knowledge beyond geographical borders, and hence
enhancing brand marketability and sustainability. People: Charles & Keith's employees play a crucial role in the company's marketing
efforts. They are responsible for providing excellent customer service and helping customers find
the right products (
Elliott, et al., 2015). Customers are also an integral part of the buisness, and
the business features excellent customer service to enhance customer loyalty.
Process: Charles & Keith has established processes for managing its marketing efforts,
including planning, executing, and evaluating campaigns.
Physical evidence: The appearance of Charles & Keith's stores, as well as the packaging
of its products, contribute to the overall customer experience and can influence purchasing
decisions.
6.0 Brand management across time 6.1 Brand reinforcing Brand reinforcing is a marketing strategy that involves using various tactics and activities
to strengthen the perceived value, reputation, and overall recognition of a brand. This can
involve a variety of different approaches, such as advertising, public relations, social media
marketing, content marketing, experiential marketing, and more. The goal of brand reinforcing is
to consistently and effectively communicate the brand's values, mission, and message to its target
audience, in order to build loyalty, trust, and overall positive associations with the brand (
Keller,
Apéria, & Georgson, 2008). This can help to increase customer retention, sales, and overall
success for the business.
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STRATEGIC BRAND MANAGEMENT FOR CHARLES & KEITH
Charles & Keith currently reinforce its brand through advertising and digital marketing.
The business however has a significant opportunity to use public relations aspect to enhance
brand reputation and perceived value. This can be achieved through engagement in philanthropic
activities for human rights, environmental protection and others. The business can also use
content marketing, through creation of significant fashion blogs, which can be posted on social
media accounts including Pinterest and others to enhance brand perceived value. 6.2 Brand consistency Brand consistency refers to the practice of maintaining a consistent visual and verbal
identity across all channels and touch points in order to strengthen the overall brand image. This
includes using consistent colors, typography, imagery, messaging, and tone of voice. By
maintaining brand consistency, a company can effectively communicate its values and
personality to its target audience and build trust and recognition. Charles & Keith maintain brand
consistency through the use of visual and commanding colors and the consistent use of logos in
products. The business also uses social media messaging to maintain brand consistency in
marketing. Brand consistency can be asserted be beneficial for the business for various reasons,
including improved customer recognition and loyalty, enhanced credibility, greater marketing
impact, consistent branding helps your marketing efforts stand out and be more effective and
simplified marketing efforts (
Iyer, Davari, & Paswan, 2018). To maintain brand consistency, the
business should create a brand style guide that outlines the specific elements of your brand and
how they should be used. This can include things like your logo, color palette, typography,
imagery, and messaging. You should also make sure that all members of your team are aware of
and adhere to the brand guidelines.
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6.3 New customers
New customers can be asserted to be essential for any business, as any business uses
significant strategies to acquire customers and transform them to loyal customers to acquire a
wide customer base. Charles & Keith can manage new customers in various ways. These include
matching business service capabilities with customer needs and expectations, which facilitates
customer satisfaction and loyalty. Marketing campaigns is essential towards informing and engaging new customers.
Charles & Keith may use various marketing channels such as social media, email, and online
advertising to attract new customers and promote its products.
Customer acquisition is also a vital customer management strategy. The company may
also use various strategies to acquire new customers, such as offering promotions or discounts to
first-time customers, or partnering with influencers to reach a wider audience.
Customer service is vital towards generating emotional appeal for new customers.
Providing excellent customer service can help Charles & Keith retain new customers and
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STRATEGIC BRAND MANAGEMENT FOR CHARLES & KEITH
encourage them to make repeat purchases. This may include responding promptly to customer
inquiries and addressing any issues or concerns in a timely and satisfactory manner.
Personalization of customer service and products is essential towards optimizing
customer experience with the business. Charles & Keith may also use customer data and
analytics to tailor its marketing and product recommendations to individual customers, in an
effort to provide a personalized shopping experience and increase customer loyalty.
7.0 Digital tools There are various digital tools that can be used by Charles & Keith for strategic brand
management. These can be asserted to be vital towards enhancing effective control, deployment
and monitoring of activities and processes in the organization. Social media management tools enable the business to manage your social media
accounts, schedule posts, and analyze the performance of your content. Some examples include
Hootsuite, Buffer, and Sprout Social. This can be asserted to be vital towards automating
comments and responses on social media, as well as effective management of social media
accounts for optimal customer engagement (
Elliott, et al., 2015). Content management systems (CMS) allow the business to create, edit, and publish
content on your website. Some examples include WordPress, Drupal, and Joomla. This can be
asserted to be vital towards enhancing content creation, and leveraging search engine
optimization as effective marketing strategies. Customer relationship management (CRM) software helps the business to manage
interactions with customers and clients, which is vital towards optimizing customer interaction
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STRATEGIC BRAND MANAGEMENT FOR CHARLES & KEITH
with the buisness, and hence enhancing customer loyalty. Some examples include Salesforce,
HubSpot, and Zoho CRM.
Brand management software helps the business to manage your brand assets, such as
logos, color palettes, and messaging guidelines. And hence enhancing brand consistency in the
market. Some examples include Brandfolder, Bynder, and Brandworkz.
Project management software enables the business manage tasks, deadlines, and team
members, which is vital towards enhancing project success through ability to meet scope within
specified budget and schedule. Some examples include Asana, Trello, and Basecamp and are
vital towards enabling the business to launch new products and services or even enter new
markets, which enhances brand growth. 8.0 Conclusion Charles & Keith is an established Singaporean company that avails a wide range of men,
women and children fashion products. The buisness has significant presence in over 30 countries
globally, and has a significant competitive advantage in Southeast Asia. The business uses value
based pricing, and digital marketing strategies to enhance brand equity in the market, and also
ensure brand consistency through continuous use of color and logo in various products.
However, the business should use content marketing and public relations to enhance brand
reputation in the market. The business mainly targets younger demographics with a positive
attitude towards fashion and style. Adaptation is the best strategy that the business should
employ top target a wide customer base in the global market. The buisness can use a wide range
of digital tools, such as social media management tools, project management, brand management
and CRM software for strategic brand management and hence achieving competitive advantage
in the market.
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STRATEGIC BRAND MANAGEMENT FOR CHARLES & KEITH
References
Chernev, A. (2020).
Strategic brand management
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Iyer, P., Davari, A., & Paswan, A. (2018). Determinants of brand performance: The role of
internal branding.
Journal of brand Management
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(3), 202-216.
Kapferer, J. N. (2012).
The new strategic brand management: Advanced insights and strategic
thinking
. Kogan page publishers.
Keller, K. L., & Swaminathan, V. (2019).
Strategic brand management: Building, measuring,
and managing brand equity
. London: Pearson.
Keller, K. L., Apéria, T., & Georgson, M. (2008).
Strategic brand management: A European
perspective
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Rui, L., Prokopenko, K., & Vovchok, S. (2020). Application of competitive marketing strategies
in brand management.
Management
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(2), 137-146.
Tewary, A. K., & Mehta, R. (2021). Brand development and entrepreneur’s role in small
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