The paper “ Hollister Brand Space, the Way how Brandscape Integrates into Brand Communication Strategy" is an inspiring version of the case study on marketing. Brand or product placement can be defined as an advertising method in which the corporate name, brand name, signs, and packages are positioned intentionally in television programs and motion pictures (Wiles & Danielova, 2009). Brand placement can take the form of mentioning the brand during high ranking dialogues such as business conferences, displays of corporate logo on billboards and vehicles and actual use of the brand by a person.
Commercials can be designed to run concurrently with a particular program such as the manner in which Ramses Condoms commercials run concurrently with a film such as Lethal Weapon 2 (Balasubramanian, 1994). The main objective of product placement is to ensure that consumers notice the product because not all product placements are unobtrusive or subtle. Brand or product placements offer several advantages to marketers. First, they provide a competition-free environment where messages on a particular brand are run without competing messages from other brands (Cristel, 2002). Second, the brand placement messages are run over the life of the film which means that the costs of brand placement reduce drastically to mere pennies by the end of the film or video or program along which the brand placement is concurrently run. Third, it is easier to reach the unreachable customers because films, videos, and programs can be selected in order to reach a wide range of customers.
Hollister is a lifestyle brand that takes into consideration the aspirations and values of the culture of a group customer aged 14-18 years. It is imperative to note that based on experiences, background (subculture, social class, nationality and ethnicity) and choices every individual is bestowed with an identity and thus Hollister’ s lifestyle brand serves to convince the potential customers drawn from different identities that their level of identity is likely to be supplemented, strengthened or reinforced if such customers associate themselves publicly with the Hollister brand (David, 2007).
In this regard, Hollister’ s brand placement and space are vital in ensuring that the potential customers get to notice the company’ s products. The purpose of this report is to build or create a brand space or brand place for the Hollister brand.
Among the things that will be explored under Hollister brand space or brand, placement includes the various elements that constitute the place such as fabrics, colors, odors, layouts and other design elements that make up the brand. VisionThe vision of Hollister brand place and space is to ensure that the company’ s products brands are noticed by the customers in all market segments particularly the markets where the company’ s products are not yet noticed. Towards achieving this vision the objective is to ensure that the company’ s sales hit 1 billion by the end of 2011.
The other objects embedded in the above vision is to increase the company’ s brand placements to over 100,000 by the end of 2011. Additionally, increasing brand awareness to less than 25 segments is also another objective aimed at enhancing the achievement of the above vision because the under 25 market segments are likely to notice and try the brands because they are fond of watching movies and films.