How did Hugo Boss a German company become a strong global fashion

brand ?

Presented by

G.M.ArifJosephine GagnantDewan HossainMagali Fort

Tutor : Dr. Mesfin Habtorn

Contents

Hugo Boss as an international brand. Hugo Boss global Brand strategy. International brand environment mechanism. Hugo Boss brand identity prism. The advantages of Hugo Boss as a strong brand. Brand extension. Brand positioning Brand personality and legal protections. Brand promotional activities. Summary Recommendation References

Hugo Boss as an international brand

Background of Hugo Boss

1923 : creation of Hugo Boss

2008 : Products are sold in 102 countries

Features of Hugo Boss Brand- Luxury market - 3 independent brand : Boss, Hugo, Baldessarini- The brand name- The logo - The image

Hugo Boss global brand strategy

Source: global marketing and advertising, Understanding marketing paradox, by Marieke de mooij,2005

I. Global brand strategy is a conceptual framework consists of different contents which drives a company to operate it brand name internationally.

Global brand strategy consists of :

1. Corporate brands2. Range of brands3. Cultivate established local brands4. Global concept5. Create new brands6. Purchase local brands and internationalise7. Develop brand extension

International Brand environment

Business strategyInternal

convention

Brand legacy

Marketing Mix

Marketing implementatio

n

Category

Cultural convention

Needs convention

Brand expression Brand positioning brand identity brand personality

Brand perception Brand reputation

Brand recognition Brand connection

Internal factors

External factors

Source: Review of Beyond Branding by OUBS’ Prof Sally Dibb and University of Birmingham’s Dr Nina Michaelidou in the Journal of Targeting, Measurement and Analysis for Marketing

Hugo Boss brand identity prism Picture of

sender

Picture of recipient

Physique

Relationship

Reflection Self-image

Culture

Personality

Externalisation

Internalisation

Source: The new strategic brand management by Jean-Noel

Kapferer,2004

Advantages of Hugo Boss as a strong brand

Sustainability of Business.

Differentiating of products line.

Adding market value for the business.

Helps to create brand loyalty among the stake holders.

Easily accessible to a new market.

The corporate identity as the brand.

Brand extensions

According to the Tauber (1990), there are several distinct types of brand extension.

Advantages of brand extension Disadvantages of brand extension

Leverage

transfer Brand assets

- -Quality- -Affect- -image

Extension--attributes--concept

• Tangible•

Intangible

Relevance of these

--attributes--concepts

Difference from the competition

Parent category Extension perception Extension evaluation

Source: The new strategic brand management by jean-noel kapferer

--Fit

• Distance

• Complement

• Substitution

--Difficulty

Hugo Boss brand position The aim of the brand positioning is to

identify and take possession of a strong purchasing affecting.

Brand positioning is competition oriented.

Positioning illustrates the strategic importance of defining the frame of references.

Brand positioning specifies the aspects of differences which crates the preferences and the choice of decisive competitive advantages.

Strong brand identity reminds brand name is not only a matter of functional attributes.

Brand personality and legal protection

Brands have become increasingly important in today's competitive world for both competitors and consumers.

Brand personality depends on the product quality, service and design in particularly with Hugo Boss

Brand is an intellectual property of a company.

Trade mark law plays an important role in effective brand management

Patented works should be marked either Patent Pending(2000) or Patent registered ( 2000) depending on the point of introduction.

Example: Hugo Boss is registered company belongs to Germany.

Brand promotional Activities

Global brands play a role in society and consumers expect them to use their influence in a responsible way

Hugo Boss’ social standards:a) Workers

b) Environment

c) Sustainable partnerships with their suppliers

Involved in worldwide causes:a) UNICEF partnership

b) Cancer foundation

Sponsorship: a key part of raising brand-name awareness and esteem

A sports sponsor since 1972 Passion & performance, talent & technique

a) Leading teams and individual athletes

Sailing, Formula One

b) Global organization ITF and the Davis Cup

Recommendation After analysing on the international brand

management issue of Hugo Boss, there are several Theoritical concept can be implemented on is strategy.

The international consumer environment framework can be a part of the brand expansion.

Hugo Boss may improve their brand extension strategy according to the Theoritical frame work.

Long term brand investment, global branding promotional activities should be more concentrated for the brand and product awareness among the customer and the market.

Summary

Overall, global brand management is a wide concept where various contents influence each other. Hugo Boss started as a German local company and achieved to build a strong brand image internationally recognized.

Brand name is a intellectual property of the company. Although there are several legal rights relates to this terms.

Hugo Boss were recently forced to change their marketing and brand promotion strategy to compete with other similar brands. Although there are some advantages for Hugo Boss to have such a strong brand name, but in the recent years it has to compete with similarProduct brands in the fashion market.

Berlin Paris

References

Arnould, J. C. (2005). A cultural approach to branding in the global market place. Journal of International Marketing .

Dibb, P. S. (2005). International Branding environment. The review of beyond branding .

Ellwood, I. (2000). The Essential of brand. kogan page limited. How global brands compete. (2004). Harvard Business

review . Jean-Noël, I. S. (2006). Real difference between local and

international brand. Harvard Business review . Kapferer, J.-N. (2004). The new Sttrategic Brand

management . Kogan page. Matthiesen, I. (2004). The Hugo Boss connection achievig

global brand consistency. Harvard Business review . Mcdonald, L. d. (2003). Creating powerful brand. Elsevier. mooij, M. d. (2005). Global Marketing and advertising. Sage

publications.

Thank you