Audi A4

August Horch, the founder of a company called Horch & Co which was started in 1901 is where this brand all began. With the help of only 15 workers, he was able to create a car that go up to 32km/h which was an improvement at the time. "Audi" is the latin name for Horch. Even before the first world war, cars built under this brand won several rallies. They joint a union of four companies such as "DKW, HORCH, & WANDERER" which with Audi, represents the four rings.

This brand is recognized as one of the "German Big 3" luxaey automakers, mostly compared to BMW & Mercedes. What a lot of people don't know is that Audi is actually a part of the Volswagenm group as well.

The Audi A4 was introduced to be more affordable than most models. it's MRSP is $32,500 for their 2013 model. The car is a 4-door sedan and it directly competes with the BMW 328i. Both of these cars have a 4-cylinder engine but the BMW is slightly more expensive. When it comes to speed and looks, the BMW was preferred, but the Audi ends back on top for it's exceptional safety features and innovative technology.

"Beauty is in the details. Take a closer look and discover why every Audi is worthy of wearing the four rings. Follow the progressive lines through the subtle curves to the distinctive profile. The interplay yields an aerodynamic brilliance that’s as pleasurable tearing down an open stretch of road as it is staring at it in the driveway."

Each year they make sure to improve the A4 and make it irresistable to upgrade. Not only do they find ways to improve the exterior and interior but the never stop working on hopw they can improve the engine as well, which is what the brand is known for.

Standards are set high for luxary cars but audi a4 is both a privellage and necessity for a small family or single household, the space inside is very convenient, leather seats for a weather enduring characteristics. It features a smooth drive and is very specific about how to take care of it and how to use it.

"The 2013 Audi A4 is impeccably engineered for driving" Audi promotes itself emphasizing it's modern luxary, it's steps away from what is known as classic and ordinary. More than anything, it is new. Thje brand strives on innovation. When you're driving on the street and you see bright LED headlights, you automatically know that the car is going to be an Audi. "Halogen headlights with daytime running lights"

Without being said, this brand has proven it's name and what people expects out of them, with each year they become more recognized and more in demand.

Hottie World

Hottie World is a local company here in Las Vegas started by Tammy Chang. It is known for their club wear and night life clothing. They are just a small boutique but have managed to keep their brand going on for almost 16 years. Not only do they sell clothing but they produce it as well.
"Hottie designs, develops and produces a unique line of contemporary women's apparel and accessories. " Daringly sexy, yet highly sophisticated, Hottie represents pure glamour in everyday fashion. From intricately detailed tops, to body conscious party dresses and well-constructed slacks and coats, the collection offers a trend-setting variety of mix-and-match pieces that will take you from morning meeting to cocktail hour in style. Hottie offers accessories, including handbags, strikingly sexy footwear, and attention demanding jewelry. Hottie aimed to break the mold by offering this under represented population of stylish women unique
and inspirational fashion bearing an unmistakable hint of sensuality to make your look come together at the right price.

The company's direct competition is a store called "Rhapsodielle", they carry clothing very similar and even have some like vendors but the other brand sells their items for cheaper. However Hottie WOrld does have better quality and ten times better customer service. Their other advantage over this store is their online site. Many consumers now shop online therefore they are able to sell not only locally, but globally. "I take pride on the clothes that will make girls feel unique." said owner of the company. Hottie world is different because the brand cares about their consumers.

I like this store. The prices are beyond reasonable and the selection ranges from chic to funky. It can certainly capture one's personality. My friend found two shirts here - one for work; one for fun. I found a shirt that can easily double as both work and fun, which was great. Plus, it was 50% off - a near steal - and went home with me for only $12.
There were a couple other shirts I was really tempted to purchase, but I figured one was enough for me. If I couldn't get those other shirts out of my mind, I reasoned I would just have to make a return trip. So far, so good. I'm very happy with my purchase.
The woman checking us out humored us by laughing at our silly jokes. I picked up the big bracelets in a bin at the register and told my friend, "We should pick up some really gaudy ones (at another store, of course; these aren't gaudy) and wear them out one night, as if we were really serious about them." Amusing? Maybe. Atleast to me.

Revlon ColorBurst

Revlon Colorburst Lip Butter is a lip butter that brings comfort, softness, & stunning color to your lips. It is not sticky, it doesn't chap your lips, & the color is flawless.

"Developed by famed makeup artist Gucci Westman, this line of 20 lipstick colors (additional looks at six of our favorite shades follow) offers something for everyone, from timeless tea roses to trendier brights. And unlike drying, fleeting lipsticks of the past, these are packed with moisturizing sweet-almond oil and pigments that stay put."

I will advertise this product for everything it is & how it can make a women feel. It will bring them confidence, charm, beauty, and take away all their insecurities so that they can "Kiss their problems away".
“Your composition facilitates the viewer's reading of it—think of your composition as if it is an architectural space the viewer has to walk through.”


This lip butter will open women's eye so that they can see themselves for what they really are, which is smart, beautiful, & head-turning women.
This lipstick will not only be an accessory for every outfit, but also a medicine to keep their lips silky smooth & ever beautiful.
Instead of using a celebrity, I will use a regular woman who a large demographic can relate to. It will show her confidence before & after she uses this product. It will also show how the smoothness of her lips bring her comfort & makes her whole day better. It will bring a spark in her eyes because she knows she looks beautiful. With this small product that she can carry anywhere, she will always have that extra boost of confidence & problem eraser just by swiping this lip butter on.

“Carried through any campaign, there must be a distinct core idea, an underlying central concept or related ideas—one could call it a theme (a distinct recurring, unifying idea) or story.”

Revlon Colorburst Lip Butter is a lip butter that brings comfort, softness, & stunning color to your lips. It is not sticky, it doesn't chap your lips, & the color is flawless.

I will advertise this product for everything it is & how it can make a women feel. It will bring them confidence, charm, beauty, and take away all their insecurities so that they can "Kiss their problems away".


“Your composition facilitates the viewer's reading of it—think of your composition as if it is an architectural space the viewer has to walk through.”
This lip butter will open women's eye so that they can see themselves for what they really are, which is smart, beautiful, & head-turning women.

This lipstick will not only be an accessory for every outfit, but also a medicine to keep their lips silky smooth & ever beautiful.

Instead of using a celebrity, I will use a regular woman who a large demographic can relate to. It will show her confidence before & after she uses this product. It will also show how the smoothness of her lips bring her comfort & makes her whole day better. It will bring a spark in her eyes because she knows she looks beautiful. With this small product that she can carry anywhere, she will always have that extra boost of confidence & problem eraser just by swiping this lip butter on.

BOC: Ne-Yo and his brand

Ne-yo is an R&B singer known for his melodic voice and relatable love/heartache songs. According to his website he has managed to produce three number one albums in less than five years. He is a Grammy-award-winning singer, songwriter, and producer. His brand is consistent throughout his website on being a gentleman. The link of his webpage is even "year of the gentleman". He sets himself apart from the rest of the R&B singers by proclaiming his respect for women, not just being famous & rich with massive amounts of women but being with the right one. In his biography he mentions that most performers nowadays sing about the same thing and the same situations which is going out, being ridiculously rich, women, sex, and alcohol. He wants to stray away from that and produce music that has more meaning and more heart.

Chapter 8 Discussion Questions

1. Explain the VIP concept, and compare it to the traditional Four P's. 

The marketing mix, also known as the Four Ps, has been the core of market analysis and communication strategies ever since the concept was introduced by Philip Kotler in the late sixties. The Four Ps stand for product, price, promotion, and place. The concept is built on the premise that any communication strategy is built on identifying product attributes, determining the right price, promotion mix, and channel of distribution.

2. Explain the concept of co-branding; give examples. 

The practice of using multiple brand names together on a single product or service. This form of alliance should have potential economic and commercial rewards to both parties. Co-branding agreements should cover marketing strategies, confidentiality issues, licensing specifications, warranties, payments and royalties, indemnification, disclaimers, and termination terms.

3. How do licensing and brand extensions compare as growth strategies.

Fashion brands are an interesting breed of brands in that they are in a continuous state of innovation, transforming themselves at a constant rapid pace. Fashion products usually have a shorter life cycle than other products, and it is this level of innovation and creativity that brings excitement and interest to the brand. Innovation is always a source for growth.

Chapter 7 Discussion questions

1. Explain in your own words why we need brands?

We need brands because they have personalities and products that we relate to and prefer. Without brands, everything would be generic and we would not be able to express ourselves accordingly. Each person finds brands they love because it is similar to their style and attitude, it is an expression of themselves with the help of a designer.

2. The promise of the value is an important element of any brand. Explain its concept and its relevance to the brand.

Values are the ultimate reason for our purchase and the answer to the most important question: “Why should I buy this brand?” Values can be about self-esteem or a sense of belonging to an elite group as in the case of luxury and designer brands, value for money as in the case of mass-market and budget brands, or search for heritage and leadership.

3. Innovation and consistency may seem to be two contradicting notions. What does each term mean in relevance to the brand, and how do these two terms work together in defining it?

A brand needs to be in tune with the times, and in sync with customers' needs and aspirations. It needs to respond to economic, technological, and generational needs and developments.

BOC: Visiting a Retailer

Bettie Page at the Miracle Mile shops does a great job of keeping their theme throughout the whole store. Bettie Page sells vintage and retro clothing, shoes, and accessories. Their window display features mannequins wearing their latest designs and new arrivals. As soon as you enter the store you see rockabilly paintings hung on a dark wall with a cheetah print floor. There is also a boom box and a tv display playing movies & music from that era. Their sales associates are dressed appropriately to the theme and one out of the two even had the sassy and enthusiastic attitude to match it. They were very well informed about the company and who Betty Page was.

Their price range was a bit high for what I would pay for these types of clothes but then again it really wasn't my style. The sales associate Analisa explained that they are a specialty store and have their own target market who are fanatics of this era and dress like Betty Page on a day-to-day basis. She told me that most people are intrigued about vintage clothing but need a lot of confidence to wear them so a lot of their sales come from accessories as well since it is a mild representation and does not take a lot of courage. I really liked my experience visiting my store and even if it isn't exactly my cup of tea, I appreciated it's uniqueness and ability to maintain the brand in every aspect of the store.