Brand Layers

Based on this model I am going to demonstrate the different elements that will make up my brand equity.

Product: Wash and Wear jeans

Basic Brand:

- Name= DE.NIME

- Quality= High quality technologically advanced jeans

- Logo: DE.NIME
The colour and type of the brand are to illustrate the sterile and blank canvas message we want to potray, The target market needs to feel as if the jeans are a basis on which to work on and style themselves, they respond to individual and non branded garments, my brand must be able to give them the basis to do this with the DE.NIME jeans. Much like a laptop becomes a reflection of its ownwer thats what our jeans aim to do, The scientific theme also adds to the intelligent and innovative side as well as the sterile and anonymous side, the jeans are just a chemical rection, until bought and owned by the customer who will then bring them to life!

-Design= Jean design is determined by the customer although there are a set 9 styles for them to choose from, the brand has the potential to develop new styles into that set as fashion and trends evolve and change. The un-washed jeans come in a biodegradable ball which dissolves in water.

- Features= washing program determines the fit and style, they are made to measure jeans "made by you"

- Pack (image hasn't been designed yet) but a descriptions is... ball and graphic t-shirt (also a small set of written paper instructions) all in a bag/sack similar to washing detergent packaging

Argumental Brand:

-Extras- website and appearences at clubs, festivals and exhibitions

-Services- trained staff at consessions with a full knowledge of product, and headoffice with a 'helpline'

-Delivery= bought at concessions in selected stores,
1-Urban Outfitters
2-Rokit
3-Beyond Retro
4-Vintage for sale,
(these shops have been chosen due to their popularity with the target market, they are also not normal high-street chain stores they encourage individuality, and often stock vintage or reconstructed clothing)
They will also be available to buy from the brands website, this will be a main channel of sales due to the target customer being keen online shoppers B&E type profiles (Taken from Etype Profiles)

- Technical Suport- Headoffce, Staff, Website

-Training= All staff associated with the product will be trained to have a stong knowledge and background in the product, each member will be encouraged to have and test out their own so they can share experiences with customers rather than textbook answers.