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Brand Positioning: Lacoste's case study

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documents in English
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case study
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  1. What is brand positioning?
  2. Lacoste in mumbers
  3. History : the most important changes in Lacoste's life
  4. The first Lacoste positioning
  5. The main problems faced at the end of the 90's
  6. The Lacoste re-positioning

Jean Rene Lacoste was a famous French Tennis player during the early twentieth century and also a businessman. He started his own company ?La Société Chemise Lacoste' (Lacoste, the Shirt Company) in 1933. In terms of marketing and communication the name Lacoste is well known for its positioning and re-positioning campaign. This article will help you to understand the major concerns of the brand position such as Lacoste.

Moreover, I have chosen this particular brand because Lacoste does not manufacture its products, it only takes care of maintaining its brand name, image, style and innovating new ideas for the products. Lacoste outsources its production part to a manufacturer or a licensed company. But Lacoste owns the entire brand name and can control all of its products. Another important point which should be mentioned is that, Lacoste is a family business. Infact, till this date Lacoste's family owns a major part of the company.

[...] They hired an artistic director to re design all their shops with interiors parallel to the brand image they wanted to create. They have redesigned the interior to a clearer and whiter designs. The cost of this operation was about per square meter, but the turnover increased by 40% post this change They have realigned their distribution strategy based on selection and authenticity Promotion The main aspect of a re-positioning campaign was the promotion. The first direct aspect of the change for the consumers was a refreshing new Logo, it had only happened twice before, since the creation of the brand. [...]


[...] of a brand[1]: Brand is a name, term, sign, design or symbol, or a combination of these factors, in order to differentiate a product or a company from its competitors. People identify a product or a company through its branding. This is an easy and comprehensive definition of a brand. But marketing analysts have come up with other terms to differentiate different functions of the brand. The main goal of each brand strategy is to increase sales and market share of a given brand. [...]


[...] We will study in this part the different positioning and changes they have adopted to make the brand Lacoste as one of the most famous and luxury brands in the sportswear clothing today Production, licensing From the Lacoste website: ?From 1st July 1999, LACOSTE grants worldwide clothing licence for the Lacoste brand to Devanlay valid until 31st December 2012; Licence was extended until 2025 in March 2000. This agreement covers the creation, manufacturing, distribution, merchandising and product advertising for Lacoste clothing items. [...]

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