Ralph Lauren Case Study

I) Introduction:
Polo Ralph Lauren created in 1967 by Mr Ralph Lauren is considered nowadays as one of the well-known brands throughout the world. As a famous global player in the design and lifestyle marketing industry, Polo Ralph Lauren range its product lines from relatively inexpensive to expensive brand in offering men’s, women’s and children garment and accessories and also perfumes and home furnishings. Widely perceived as the number one brand that represents the American Style, Polo Ralph Lauren has adopted a whole marketing strategy leading to a strong brand equity since its setting up. Moreover, the brand sells its goods internationally (9,000 Locations worldwide) while keeping its 44 years reputation and distinctive image developed across the different products and brands markets. Due to its marketing tools and its high quality brand image, this luxury brand keeps a constant relationship with its customers. This report will first of all highlights how Ralph Lauren brand has achieved this complete resonance with its consumers through the all four steps of Keller’s CBBE model since its creation. Then, we will describe the Points of Parity (POP) and Points of Difference (POD) of the Brand to finally recommend ways through which the brand can continue to be successful in future.

II) To what extent do you think the Ralph Lauren brand has achieved resonance with its customers?

Since 1967, Ralph Lauren brand is a perfect example of how a company must build strong brand equity through the years. Indeed, the brand has developed its image across a diversity of products and markets using a perfect lifestyle marketing strategy. Being a self-made man, Mr Ralph Lauren gave his own name to his name and spent his entire life to control his brand image because for him:

“Brand image seems to be important…” – Ralph Lauren.