Zara ( Customer-Based Brand Equity Model )


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Customer-Based Brand Equity Model

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  • -Zara was founded in 1975 byAmanico Ortega and Rosalia Mera.-Inditex group also owns Bershka, Pull and Bear Massimo Dutti and 3 other brands.-Theirstores are in Africa, Europe, thestates and asia as anexampletoeachwouldbeEgypt, mexico, China and germany.-Zara doeswomen, men and kidswear and furnitiurewhichfallsunderthename Zara home.
  • -Businessworld is an idian Magazine.An article with the name The reign of Spain stated that :Zara doesn't advertise its clothes - it doesn't have to. Word of mouth alone has made its Spanishowner a billionaireZara’s mission and vision is to give the customer an exclusive choice of fashion by providing a quick turnover of new stock than other fashion retailers.Zara’s SWOT: (s) global outreach (w) lack of marketing (o) Demand of high fashion at affordable prices (t) high competition
  • despite its low advertising policy. The reason happens to be due to it’s old existence in the retail history as well as for the choice of store locations in areas with high human traffic.displays are the key factors in building awareness in consumers’ minds. Both recall and recognition measures are high which goes to shows that Zara has high salience in customers’ minds., Zara performs well as it is the top of mind recall when respondents were asked to name fashion retail outlets. However, competitors’ brands, such as Mango and H&M, were also named, indicating the close associations between these brands in customers’ minds.
  • User Profile – A typical Zara customer is one who is young, fashion-conscious and value-seeking. He or she is keenly attuned to fashion trends and seeks for high fashion with a reasonable price tag. They also portray a sense of sophistication, confidence and impressiveness.Personality and values – Values associated with Zara include ‘modern’, ‘trendy’, ‘high fashion’ and ‘sharp’. Zara exudes a refined and stylish personality that appeals to its assertive and confident target audience.
  • Minimal advertising expenditure, which translates to cost savings for its customers.
  • A survey took place in Singapore stating that zara is more female brand than a males brand when it comes to evening and formal wear.Fairly priced and decent.
  • 2.5 USD billion net profit in 2012 ( irish times, 2012 )
  • Zara ( Customer-Based Brand Equity Model )

    1. 1.  Largest retail stores.  Known for their fast fashion.  Spanish clothing Line based in Arteixo, Galicia.  Flagship chain store of Inditex group.  1080 stores worldwide
    2. 2. Businessworld magazine describes it as follows: "Zara was `a fashion imitator. It focused its attention on understanding the fashion items that its customers wanted and then delivering them, rather than on promoting predicted season's trends via fashion shows and similar channels of influence, which the fashion industry traditionally used.” Vision Statement: “ZARA is committed to satisfying the desires of our customers. As a result we pledge to continuously innovate our business to improve your experience. We promise to provide new designs made from quality materials that are affordable” Mission Statement​: “Through Zara’s business model, we aim to contribute to the sustainable development of society and that of the environment with which we interacts.”
    3. 3.  High brand awareness in the market.  Zara’s brand name and eye-catching window displays.  Depth of awareness
    4. 4. Meet Jessica. Jessica is a typical Zara customer, because as you can see in the picture she is young, fashion conscious and value seeking. Values associated with Zara include ‘modern’, ‘trendy’, ‘high fashion’ and ‘sharp
    5. 5. Reliability & Durability - Zara is known for the quality of the clothes they sell.  Style & Design – Zara offers customers the latest and most fashionable items. Their concept keeps consumers coming back for new designs in order to remain fashion-forward.  Service Effectiveness - Zara does not focus its resources on in-store services. Well-received exchange policy which allows customers to get back full refunds for purchased products according to Zara’s Refund Policy. ​
    6. 6. Fashionable and Presentable Elite Social approval conventional
    7. 7. Well known brand. Holds a great margin in the market The quality of Zara products is decent, in terms of comfort.
    8. 8. Loyal Customers through constant purchases. Great Online Customer Reviews.
    9. 9.  Who they are.  Number of Zara stores  Businessworld Discription  Mission andVisionStatement!brand-position/c1q1p  Customer-Based Brand Equity Model!2b-fg-analysis/cjus!brand-pyramid/c1u55