Brand Analyze: Iriedaily

Topics: Brand, Brand management, Branding Pages: 35 (3322 words) Published: September 14, 2014
Brand Analyze: Iriedaily

Student Number: 13002886
Module Leader: Cinthya Uribe
Module: Brand Management

Index
Introduction

1

Company Overview

1

History

1

Objectives

2

Financial Images

3

Market Inventory

5

SWOT of the brand

5

SWOT of the competitors

6

Market analyze

7

3 Circle Analyze

7

Ansoff Matrix

8

Boston Consulting Group Matrix

9

Brand Image Inventory

10

Corporate Design

10

Logo

10

Corporate Communication

12

Advertising

12

Sales Promotion

17

Sponsoring

18

Public Relations

20

Customer Profile

22

Target Audience

22

Brand Awareness

23

Recommendations

25

Bibliography

26

Appendix

30

Introduction
The following assignment analyzes the German brand “Iriedaily” and includes among others a short summary of the company´s history as well as a detailed assessment of strength & weaknesses, the brand image and customer profile. The information are based on reliable resources as well as own experiences the author did with this brand.

Company Overview
History
1990 four longtime friends Walter, Achim, Role and Daniel founded the company W.A.R.D.-Production, in accord with the first letter of their names. 1994 they founded W.A.R.D. Ltd and started the foundation of Iriedaily, a German streetwear brand located in Berlin, with a French designer named JayBo.

The friends started 1990 by designing own t-shirts for music bands, which played in Berlin and then developed 1994 into an independent brand. They followed the principal of “learning by doing” and reached a high influence of customers. Since 2003 just Walter and Daniel are still heads of the brand, the other two friends left to start an own business.

Their designs are strongly related to street culture, the inner city life in general and art. Another important part in life of the friends is music, because two of them are still playing in a band.

The last 15 years the brand became a strong brand, but still known just by a small number of the world´s population, because Iriedaily products are mainly sold in online shops instead of street stores. (Open PR, 2009)

1

Objectives
Primary Objectives:
1. to mark off oneself from competitors by focusing customer’s need and by intensify the corporate responsibility by supporting an ethical way of communication 2. to improve the brand awareness
Secondary Objectives:
1. to build up trust and acquire new clients by matching the customer´s need 2. to analyze the current market needs to expand the range of channels and products 3. to expand the selling distribution by open up stores as possibility to reach a higher range of customers attention

2

Financial Image
Because W.A.R.D. – Production became a company with limited liability 1994 they have to publish their financial annual accounts public on a page called Federal Gazette, a German page, like you can see in the images below. In comparison 2007 and 2008 they increased the amount of total assets by roughly € 180.000 to a total amount of €591.527, 67.

(Bundesanzeiger, 2014)

3

In the year 2012 the total assets amount to € 1.493.985, 02. That means they trebled their balance of accounts within 4 years and improves their brand equity as well.

(Bundesanzeiger, 2014)

4

Market Inventory
By describing the SWOT of the brand and the competitors the author sets her focus on Strength and Weaknesses only and names Opportunities and Threats of the brand at a later point of this analyze.

SWOT of the brand
Strength

Weaknesses



Customer related



nearly online shops



Simple but individual design



Limited target group



Lots of campaigns



Many competitors



Supporting



High price



unknown by a wide range of

many

events

and

charity


Wide range of products



Many social media channels



Sale is located in one of the...

Bibliography: BCG Boston Consulting Group (2014)
Retrieved 6th January from the Internet
http://www.bcg.de/bcg_deutschland/geschichte/klassiker/portfoliomatrix.aspx
Bcg.perspectives (2014) The Experience Curve—Reviewed (Part IV)
Freyer W. (2009) Tourismus-Marketing, 6th edition, Munic, Oldenbourg
Wissenschaftsverlag GmbH
Open PR (2009) 15 Jahre Streetwear - IRIEDAILY, eine Erfolgsgeschichte aus
Kreuzberg
The Times 100 (2014) Achieving growth through product development - A Portakabin
case study
YouTube (2008) Iriedaily feat Jürgen Vogel
Retrieved 12th January from the Internet
Backyard (2012)
Retrieved 9th January from the Internet
http://www.backyard-shop.de/blog_detail/IRIEDAILY__Hingabe_und_spielerische_Leichtigkeit.aspx?BlogID=112
Behance (2012)
26
Boardshop (2014)
Bundesanzeiger (2014)
Retrieved 8th January from the Internet
http://www.bundesanzeiger.de/ebanzwww/wexsservlet
Depot2 Blog (2014)
Facebook (2010)
Retrieved 5th January from the Internet
http://www.facebook.com/events/103481529687637
Facebook (2011)
Facebook (2013)
Retrieved 6th January from the Internet
http://www.facebook.com/events/1398949223659323/
Facebook (2014)
Facebook (2014)
Retrieved 4th January from the Internet
Fsk boxing (2012)
Retrieved 4th January from the Internet
http://www.fsk-boxing.com/category/sponsors/
Iriedaily (2012)
Iriedaily (2014)
Retrieved 15th January from the Internet
Line1 (2014)
Retrieved 4th January from the Internet
http://www.linie1-ndh.de/die_marken/die_marken.html
Maktubat (2012)
Nodeberlin (2002)
Retrieved 4th January from the Internet
http://www.nodeberlin.com/works/2002_irie_daily/project.php?id=1&cat=0
Phobro (2013)
Presentation Iriedaily (2014)
Please see the appendix
ProBlogger (2010) How to Use the Ansoff Matrix to Develop New Products for Your
Blog
Roll Motions (2014)
Retrieved 5th January from the Internet
http://www.rollin-motions.com/outsource.html
Secretsurf (2013)
Stormdance (2014)
Retrieved 5th January from the Internet
http://www.stormdance.de/?cat=9
Titus (2013)
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