Exercise 3

This is the third exercise for Assignment one, 3 contemporary brands were chosen and then a discussion about them followed.

The 3 brands being discussed are:

  • Guess
  • Adidas
  • Apple

– Their appeal from a personal perspective and a professional perspective will be discussed.

– Visual examples and information about their corporate philosophy, vision, mission, identity and image will be shown.

– I will then discuss how I would change or improve their image and which elements will influence my own brand strategy.

Personal Appeal –

I have a very strong liking towards the guess brand, I think they produce amazing clothing, bags and jewelry. My opinion on Guess is that the brand is sophisticated and has a unique look. People who wear Guess branding have the money to purchase it and feel good when they wear the brand.

Professional Perspective –

The quality of clothing is decent however for the amount of money you pay for the brand it doesn’t last as long as it should. Another downside to their jewelry is that it is extremely expensive but is costume jewelry and if worn often the colour fades and stores do not replace it for you. The brand is up-market and you can see this in the adverts they release.

Corporate Philosophy –

“With a touch of international flair, the all-American style of Guess has always been original. The elements of Guess style are defined by great attention to detail and a European passion for cut and fit. Quality and attitude set Guess apart. Running the gamut from casual hip to downtown chic, the look of Guess is classic, yet stylish and modern in every sense.”

“The GUESS customer has developed his or her own personal fashion identity, finding a balance between the fantasy of fashion and the reality of life. Smart and confident, witty and sophisticated, each is fashion conscious and a trendsetter. The Guess customer, just like Guess itself, is sexy, strong and chic. Guess products and advertising images are provocative and adventurous. The essence of the company can be expressed in three words: Wonder, passion and freedom.”

“Though Guess is now a global lifestyle brand, it started as a small California jeans maker in 1981. Denim is Guess’ signature fabric, and we continually push the envelope of denim design with innovative washes, distressing techniques and great fits. Customers keep coming back time and again because they know Guess offers fits and washes that they can’t find anywhere else. Today Guess designs, markets and distributes full collections of women’s, men’s and children’s apparel as well as accessories.”

(Apparel Magazine . 2014.)

Vision and Mission –

At Guess, we are committed to being a worldwide leader in the fashion industry. The strive to deliver products and services of uncompromising quality and integrity consistent with their brand and image.

(Apparel Magazine . 2014.)

Identity/Image –

Up-Market, Sophisticated, Mature, Classy, Sexy

How I would change or improve them –

I would make the jewelry true value for money by either making it Gold or Sterling Silver. Their clothing I would make the print last longer and make clothing for people of all sizes not just thin people.

Natasha-Barnard-1 111900-800w 124881-800w

1. Boogie Nuggets. 2014. Natasha Barnard in new Guess advertising campaign » Design You Trust. [ONLINE] Available at: http://designyoutrust.com/2013/04/natasha-barnard-in-new-guess-advertising-campaign/. [Accessed 06 March 2014].

2 & 3. Guess by Marciano F/W 12. 2014. Guess by Marciano F/W 12. [ONLINE] Available at: http://models.com/work/guess-guess-by-marciano-fw-12/viewAll. [Accessed 06 March 2014].


Personal Appeal –

I only buy Adidas sportswear, I feel like their product lasts and doesn’t fade easily. I prefer Adidas over Nike and Puma.

Corporate Philosophy –

“Sharing the grand vision of the group, Adidas strives to be the global leader in the sporting goods industry living with a passion to build a sporting lifestyle.
The brand is very consumer focused and therefore they continuously improve the quality, look, feel and image of their products and organizational structures to match and exceed consumer expectations by providing them the highest value.

With immense innovations and leadership in design the brand always seeks to help athletes of all skill levels achieve peak performance with every product they bring to the market.
As a global brand Adidas is socially and environmentally responsible, creative and financially rewarding for their employees and shareholders.  Holding strong commitments the brand continuously tries to strengthen its competitive position and products in the market. Dedicated to consistently deliver outstanding financial results, the brand has always retained the expectations of its fans world over.”


(Adidas, Brand Philosophy, 2014.)


Vision and Mission –


Adidas Sport Performance –
The guiding principle of the adidas Sport Performance Division is to equip all athletes to achieve their “impossible”. Adidas Sport Performance brings its passion for great products to athletes in all sports and mainly focuses on four key categories globally: football, running, training and basketball.

Adidas Original –
Personal collections,innovative style,groundbreaking fashion.Orginals by original is the sum of all three,pure celebration of originality in footwear and apparel. From born originals like Mark Gonzales and Nike Nastase, to the music and style of Missy Elliot and Run DMC, to true champions like David Beckham and Stan smith the three stripes has been there since the very beginning.


Adidas Style –
The Sport Style Division is the home of Originals, defined as authentic sportswear, the Fashion Group, which is the future of sportswear, and Style Essentials, the fresh sport-inspired label made accessible for style-adopting youth. Together they offer consumers products from street fashion to high fashion, all uniquely inspired and linked to sport.

Identity/Image –

Sporty, Classy, Different, Funky, Comfortable


How I would change or improve them –

I wouldn’t change much about the brand, I think the brand is a good competitor because of the the range of products they produce, Adidas is expensive but lasts years.

adidas_advertisement_by_stratocasteruk1 Adidas_Advertising_by_P3xelArt

1. 30 Creative Shoe Advertisements. 2014. 30 Creative Shoe Advertisements. [ONLINE] Available at: http://newevolutiondesigns.com/30-creative-shoe-advertisements. [Accessed 06 March 2014].

2. MESSI CHAMELEON/ELECTRICITY. 2014. ADIDAS F50 ADIZERO: MESSI CHAMELEON/ELECTRICITY. [ONLINE] Available at: http://www.footy-boots.com/adidas-f50-adizero-messi-chameleonelectricity/. [Accessed 06 March 2014].


Corporate Philosophy – “The Apple Marketing Philosophy that stressed three points written by Steve Jobs is: The first was empathy, an intimate connection with the feelings of the customer: “We will truly understand their needs better than any other company.” The second was focus: “In order to do a good job of those things that we decide to do, we must eliminate all of the unimportant opportunities.” The third and equally important principle, awkwardly named, was impute. It emphasized that people form an opinion about a company or product based on the signals that it conveys. “People DO judge a book by its cover,” he wrote. “We may have the best product, the highest quality, the most useful software etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the desired qualities.” (Forbes. 2014.2)

Vision and Mission – Apple has never published a mission statement over the years, but their main goal is to reach a wide audience and produce products of good quality and easy graphics.

Identity/Image – Sophisticated, Clean, Neat, Uniform

How I would change or improve them –  I would not change the physical look of Apple owever I would work on their brand software, I feel that other competitors phones as well as computers have far more features than that of Apple.


1. Mac Rumors. 2014. Apple Launches New ‘Why You’ll Love an iPhone’ Web Campaign – Mac Rumors. [ONLINE] Available at: http://www.macrumors.com/2013/03/16/apple-launches-new-why-youll-love-an-iphone-web-campaign/. [Accessed 08 March 2014].


Adidas, Brand Philosophy, Adidas Shoes, Adidas Original, Adidas Sport Performance, Adidas Style, Fibre2fashion. 2014. Adidas, Brand Philosophy, Adidas Shoes, Adidas Original, Adidas Sport Performance, Adidas Style, Fibre2fashion. [ONLINE] Available at: http://fashiongear.fibre2fashion.com/brand-story/adidas/philosophy.asp. [Accessed 12 March 2014].

Apparel Magazine . 2014. Magazine | Apparel Magazine . [ONLINE] Available at: http://apparel.edgl.com/old-magazine/The-Essence-of-GUESS–Wonder,-Passion-and-Freedom64534. [Accessed 06 August 2014].

Forbes. 2014. The Three Principles That Always Drove Apple – Forbes. [ONLINE] Available at: http://www.forbes.com/sites/frederickallen/2011/11/07/the-three-principles-that-always-drove-apple/. [Accessed 06 March 2014].


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