MIGRAIN: Industries - Brand values
Choose 5 brands. For EACH brand:
1) Sum up the brand values in 100 words, making reference to Dyer’s lines of appeal.
2) Distil the brand values into one sentence of no more than 10 words.
3) Sum up the brand in ONE word.
The cosmetics company Lush, founded in 1995, has a specific brand identity. It is well known for its aromatic and fresh scent (that can be smelt just by passing by the store) and its ethical nature. All of Lush's products are handmade, 100% vegetarian and not tested on animals. They also encourage customers to recycle their packaging. The brand Lush can be associated with relaxation and creativity. Their store employees are people from all different backgrounds, religions and they all have their own personal style, which highlights Lush's diversity. Due to all this, Lush could fit into several of Dyer’s lines of appeal: Nature & the natural world, self-importance & pride (as Lush's products are like a well deserved reward for doing well), Art, Culture & History (due to Lush's diversity and colourful nature) and Rich, luxurious lifestyles.
The Lush brand is all about fun, well-scented ethical relaxation.
Lush in one word: Un-wind
MK in one word: Extravagant
Emirates in one word: Lavish
1) Sum up the brand values in 100 words, making reference to Dyer’s lines of appeal.
2) Distil the brand values into one sentence of no more than 10 words.
3) Sum up the brand in ONE word.
The cosmetics company Lush, founded in 1995, has a specific brand identity. It is well known for its aromatic and fresh scent (that can be smelt just by passing by the store) and its ethical nature. All of Lush's products are handmade, 100% vegetarian and not tested on animals. They also encourage customers to recycle their packaging. The brand Lush can be associated with relaxation and creativity. Their store employees are people from all different backgrounds, religions and they all have their own personal style, which highlights Lush's diversity. Due to all this, Lush could fit into several of Dyer’s lines of appeal: Nature & the natural world, self-importance & pride (as Lush's products are like a well deserved reward for doing well), Art, Culture & History (due to Lush's diversity and colourful nature) and Rich, luxurious lifestyles.
The Lush brand is all about fun, well-scented ethical relaxation.
Lush in one word: Un-wind
Michael Kors is a fashion company that was established in 1981 by American designer Michael Kors. The brand is well known for its luxurious, high quality products. They design, manufacture and sell a variety of accessories- from watches, to handbags, to footwear and much more. Being a luxurious company means that their products are quite expensive. Despite this, they are very rewarding- their products are sophisticated, glamorous, modern yet iconic and eye catching. Michael Kors operates in the most prestigious cities around the world (including London, Dubai and many more), consequently allowing the founder to win many awards within the fashion industry. It is important to note that this brand also has an ethical side. Michael Kors has been honoured for his philanthropy- fighting hunger for more than 20 years as a supporter of God’s Love We Deliver. Due to all this, Michael Kors could fit into several of Dyer’s lines of appeal: Rich, luxurious lifestyles, Glamorous places, Elite people or experts, Successful careers and Self-importance & pride.
Michael Kors aims to provide luxurious, chic fashion that could catch anyone's eye.
MK in one word: Extravagant
Tesco is a British multinational grocery and general merchandise retailer. They have many branches throughout the whole of the UK, including London, Liverpool, Scotland, etc. The company sells many goods, ranging from groceries, to clothes, to electronics, to home wear and they even have their own opticians. They are notorious for their great value products and giving customers discounts when they use their Tesco Clubcard. They also do well in providing good customer service. If it is a time of year with an event, for example Christmas, Tesco will engage with the festive season by putting up Christmas decorations and making their employees wear Christmas related clothes (like he Christmas hat in the picture on the left). Tesco is a very family-friendly business. Due to all this, Tesco could fit into several of Dyer’s lines of appeal: Happy families - everyone wants to belong, Successful careers, Childhood, and Self-importance & pride (due to the fact that Tesco tries to keep British traditions).
Tesco is a family-friendly business that provides excellent value products to its consumers.
Tesco in one word: Convenient
Emirates (founded in 1985) is an airline based in Dubai, United Arab Emirates with 141 destinations and a well known reputation for luxury. It is the largest airline in the Middle East, operating over 3,600 flights per week from its hub at Dubai International Airport, to more than 140 cities in 81 countries across six continents. Emirates airlines can be seen as one of the best airline in the world. They have excellent customer service, their seating is comfortable (even in economy class), their on board entertainment is excellent- including a TV, USB cable and even WiFi and even their food is considered tasty! Emirates really try to give their customers the best experience when travelling in air. The newest airbus introduced by the airline is the A380 (which was reconfigured after 9 years of the first A380). It is a double decked aeroplane with a much larger passenger capacity. The plane also included a bar with lounge and a shower room available for first class passengers. Emirates could fit into several of Dyer’s lines of appeal: Rich, luxurious lifestyles, Dreams and fantasy, Elite people or experts, Glamorous places, Successful careers and Self-importance & pride.
Emirates is a massive airline company that aims to give passengers the most enjoyable flight experience.
Emirates in one word: Lavish
Source- https://en.wikipedia.org/wiki/Emirates_(airline)
Primark is is an Irish clothing and accessories company which was founded in 1969 and is headquartered in Dublin. In 2016 Primark had 325 locations in eleven countries across Europe and America. 'Primark is widely established as the destination store for keeping up with the latest looks without breaking the bank.' - (As they say so themselves). They offer a diverse range of products, stocking everything from baby and kids, to womens, mens, home ware, accessories, beauty products and confectionery. Primark is acclaimed for its ridiculously cheap prices across all their products. Most of these are knock-offs from the original products of a more expensive brand but many could argue that it's basically the same thing at a cheaper price. When Primark first opened, their quality wasn't the greatest, however, this has improved drastically ever since.
Primark is a subsidiary company within Associated British Foods and they state that 'We also share the group’s overriding principles in relation to human rights, employment conditions, business practices and engagement with suppliers and stakeholders.' Despite this, Primark’s ethics came under fire in 2011 after the collapse of a garment factory in Bangladesh killed 1,000 workers, 580 of whom were employed by a Primark supplier. The company recently announced it will pay out compensation to workers who were injured and the families of workers who died in the collapse. Primark was also criticised for treating workers unfairly in sweat shops after two women found labels on their Primark clothing stating 'Forced to work exhausting hours'. However, Primark launched an investigation and claimed that the labels were a hoax set up in the UK. Nevertheless, Primark still suffered loss of customers due to these accusations.
Primark is the go-to place for affordable, trending fashion.
Primark in one word: Bargain
Sources- https://www.primark.com/en/about-us/ethical%20trading , https://www.primark.com/en/about-us/about-primark, http://www.dailymail.co.uk/news/article-2673090/Primark-insists-labels-sewn-clothes-claims-sweatshop-conditions-exhausting-hours-hoaxes.html
Primark is a subsidiary company within Associated British Foods and they state that 'We also share the group’s overriding principles in relation to human rights, employment conditions, business practices and engagement with suppliers and stakeholders.' Despite this, Primark’s ethics came under fire in 2011 after the collapse of a garment factory in Bangladesh killed 1,000 workers, 580 of whom were employed by a Primark supplier. The company recently announced it will pay out compensation to workers who were injured and the families of workers who died in the collapse. Primark was also criticised for treating workers unfairly in sweat shops after two women found labels on their Primark clothing stating 'Forced to work exhausting hours'. However, Primark launched an investigation and claimed that the labels were a hoax set up in the UK. Nevertheless, Primark still suffered loss of customers due to these accusations.
Primark could fit into a few of Dyer’s lines of appeal: Happy families, Childhood (due to their many child products) and Self-importance & pride (though this can be debated due to the debate around Primark's ethical nature).
Primark is the go-to place for affordable, trending fashion.
Primark in one word: Bargain
Sources- https://www.primark.com/en/about-us/ethical%20trading , https://www.primark.com/en/about-us/about-primark, http://www.dailymail.co.uk/news/article-2673090/Primark-insists-labels-sewn-clothes-claims-sweatshop-conditions-exhausting-hours-hoaxes.html
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