Question

Topic: Branding

Ed Hardy Brand Audit

Posted by Anonymous on 4/8/2009 at 2:46 AM ET 500 Points
Dear All,

I have been asked to do a brand audit for Ed Hardy in South Africa and require some assistance with what the Ed Hardy brand actually stand for. In South Africa Ed Hardy is seen as a premier brand which ONLY stocks his hats and shirts priced at around $200.

After doing some research I have noticed that Ed Hardy also, on an international level, designs "cheaper" products such as air freshner etc. So my questions are:

Is the Ed Hardy brand internationally seen as a premier brand as in South Africa?

What is the target market for the Ed Hardy brand?

Does anyone think designing expensive shirts to relatively cheaper consumables dilutes the brand? Is this good or bad?

What is the brand contact points (the points of contact that consumers have with the brand ie. advertising, events, billboards, seeing people wear Ed Hardy)? In South Africa they dont advertise.

Is there any of the above mentioned contact points that are really significant related to the target market?

Finally, what is the brand essence?

Thanks in advance for all your replies!

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RESPONSES

  • Posted by Jay Hamilton-Roth on 4/8/2009 at 10:32 AM Member
    Is this a class assignment? If so, see the guidelines (https://www.marketingprofs.com/ea/guidelines.asp). We don't do your homework for you.

    If this is part of your work, please describe the larger context for this audit so we can help you better.
  • Posted by mgoodman on 4/8/2009 at 6:52 PM Moderator
    A brand audit is often a consumer research project in which we assess customer perceptions of the brand, so we'd have to know who the target audience is before we can assess the brand's image.

    If this is a class project, see Jay's response above.
  • Posted on 4/9/2009 at 2:17 AM Author
    Dear Jay and mgoodman,

    Thansk for the replies however I am fully aware of the guidelines. This is a research project for a holding company. This is what we have so far from our side, the only reason why I excluded this in the beginning was that I would like KHE Experts to give me their opinion on it without any influence from our side.

    Is the Ed Hardy brand internationally seen as a premier brand as in South Africa? This I cannot answer for sure hence the question but I believe that the Ed Hardy brand is a commercialised brand not in the class of designer brands such as Gucci.

    What is the target market for the Ed Hardy brand? In South Africa, 18- 35 year olds, however I have noticed that there is a kids range in the States.

    Does anyone think designing expensive shirts to relatively cheaper consumables dilutes the brand? Is this good or bad? I think that it dilutes the business due to the fact that selling "cheaper" products brings down the designer look you want to have.

    What is the brand contact points (the points of contact that consumers have with the brand ie. advertising, events, billboards, seeing people wear Ed Hardy)? In South Africa they dont advertise thus the only contact point is the shops, I googled and searched high and low and only found billboards and events in the states, are there any other contact points that they use

    Is there any of the above mentioned contact points that are really significant related to the target market? I think the events are the most significant however is the target market I stated the correct one.

    Finally, what is the brand essence? Tattoo your soul

    Hope this helps and shows that I am not trying to make you do my work for me.

    Regards,
  • Posted on 4/9/2009 at 8:47 AM Accepted
    Whichever products you develop as line extensions will dicate the value of your brand. To develop a premium line of clothing and come out with a low end item will dilute the equity. However, if there is a market for a particular product, then develop a value added product so it is priced as a premium product. For example, if it is air freshener, maybe you have a high concentrate of essence in the product that is unlike anything on the market. Another example would be in the USA with chilled orange juice. Minute Maid is known as a premium line of juice which is a from concentrate product. However, parent company Coca Cola Foods decided to attack Tropicana head-to-head with a line called Simply Orange. The product is an NFC product that goes directly to that segment. Interesting enough, there is nothing on the package to indicate any relationship with Coca Cola Foods and/or Minute Maid. They protected the Minute Maid brand in creating a brand called Simpy Orange to avoid any brand dilution.

    Ed Hardy has gotten a big jump in the USA from Dennis Rodman wearing them on THE APPRENTICE. However, they can now be found in your local Costco at a reduced price.

    It is important to maintain a consistent brand message with your product. I believe once you dilute a brand, it becomes a fad and could be the beginning of the end of your value position.
  • Posted on 4/9/2009 at 8:56 AM Author
    Thanks Steve,

    So would you say then that the Ed Hardy brand is indeed losing its appeal as a premium brand considering that it is availabel at Costco, which I am assuming is a discount store?
  • Posted on 4/10/2009 at 8:56 AM Accepted
    Costco is a club store that is known for quality and good pricing. However in my opinion, if you want to keep the product premium you should not be able to buy an Ed Hardy shirt in the same shopping cart as your milk and eggs.

    Hugo Boss is a premium line of clothing and they developed a lower end line for the masses, while keeping the Hugo Boss brand in the high end outlets.

    Companies look for volume and outlets like Wal-Mart and Costco will provide that avenue. However, they should differeniate the product type, so you keep the premium products at a premium price.
  • Posted on 4/12/2009 at 5:08 PM Author
    Its been quite around here and I think also that there has been a large misunderstanding surrounding my questions. I just want to know simple yes or no answers to my questions. And a list of contact points that you guys have come across in the US.
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