Question
Topic: Branding
Ed Hardy Brand Audit
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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!
Please post questions of you have any queries.