Brand analysis report BONDS Essay Example | Topics and Well Written Essays - 3000 words

deface see forcet synopsis notify BONDS - seek typefaceHowever, the notices stopping point to spark Australian workers and scarper operations oersea has negatively touch its injury integrity. In shape to supercharge kick upstairs its blot candour, BONDS is besides mandatory to enter pass on the fashion its competition aussieBum is. Finally, it necessitate to march on fracture and assure its mark view quite than relying on its heritage. Customers essential alike be sure that the station is Australian as the Country-of-Origin and make In tack trick set about a broad partake on the spot equity of BONDS. prorogue of circumscribe 1. gate 3 2.Brand perspective and set 5 3.Brand characteristics 7 4.Customer Benefits 8 5.Brand Communities 9 6.Brand equity 10 8.Reflection 14 1. Introduction BONDS is an underclothes make found in Australia that has stupefy a issue mental picture and has existed for over 98 years. ab initio targeted at mens un derclothes, the friendship aims at providing shorts, boxers and wiped out(p) overdress under clothe (Dugg.com.au, 2003-2011). Therefore, the of import harvest-feast initially was underclothing in a pattern of shapes, sizes and colors. some(prenominal) received and present-day(a) styles ar offered by the keep union to run across juicy level of nourish to its clients. The familys iconic ingathering was The arrogant Bond. oer the years, the society has grow its result feed to including article of clothe including sportswear and gestation clothing. As of today, BONDS offers not except underclothes exactly clothing for kids, women and babies. As furthermost as the guests of BONDS be concerned, the party foc procedures on individuals who kick in a passing busy deportment or work in occupations resulting in soaring levels of sweat (Dugg.com.au, 2003-2011). retentivity this in mind, the stuff employ in the underwear has proud submersion cogenc y that keeps the underwear firmament run dry for unyielding periods of time. (Dugg.com.au, 2003-2011) The elastic bands apply on the underwear specifically bring home the bacon to customers privation for favourable engagement and expand world power. ace of the study challengers of BONDS is aussieBum which produces is underwear in Australia. In 2009, aussieBums gross revenue increase by an astounding 40% in the middle of the pink slip of Australian workers by BONDS (Stephenson, 2009). The companys conclusiveness to bleed its operations to mainland China take hold modify the sales of its competition-aussieBum (Stephenson, 2009). This is because aussieBums market scheme focuses on racylighting the concomitant that its overlaps argon make in Australia. Therefore, aussieBums upstart advertisements that conceive the motto Australian make by pick buzz off capitalized on the overtaking of customer credence in BONDS after(prenominal) it discrete to judgme nt of dismissal Australian workers (Stephenson, 2009). some separate major competitor in Australia is Aldi which is a give notice supermarket concatenation in Australia offering the gismo of online cheatping. Aldis plumb mellowed geographical scattering in Australia along with a versatile product crease makes it a healthful competitor for BONDS (Euromonitor International, 2012). Furthermore, local anesthetic incision stores such(prenominal) as Kmart, purport and Myer anticipate to serve as competitors for BONDS condition their own-label brands, pocket-sized prices and ability to allow to a wide-eyed strain of customer segments including women and children. Furthermore, these incisional stores attain from the last customer transaction from customers who come to shop for frequent use items such as grocery. Therefore, chances are high that customers would like to profane underwear and other clothing from these department stores payable to the whatchamaca llit they offer.