Branding lesson to be learned by JJ

1. Three Branding Lessons To
Learn from J. Junaid Jamshed
Hisham Idrees NUML ISLAMABAD

2. WHAT IS BRAND ?

4. Introduction
 Junaid Jamshed (JJ Brand) has a widely successful
operation of clothing stores by name of “J.” spread
over 50 outlets in Pakistan.
 J. Junaid Jamshed’s fashion outlet was found in 2002
and is headquartered in Karachi, “kurta gali”.
 In a very short time of 5 years, Junaid Jamshed built a
brand name and goodwill in the market as a fashion
designer wear outlet for men and women with a
unique range of products
 Junaid Jamshed was awarded BRAND OF THE
YEAR in 2007

5. Lesson 1: Swim in Blue
Oceans
 Traditional Pakistani market
 Shariah-complaint designer outfit
 Niche market for J.
 No threat of imitation

6. Lesson 2: Branding is a dynamic
process:
 Changing customer perceptions
 J. “Soully East”
 Emphasis on eastern values
 Creative marketing campaigns by J.

7. Changing customer perceptions
 Many fashion houses perceive consumers
as passive recipients of their brand
message. This does not make sense in the
context of a complex business environment
where brands need to evolve in response to
changing consumer perception.
 J. changed this trend by its marketing
strategies

9. Some Creative Advertisements by J.

12. Lesson 3: Word-of-the-mouth
sells:
 JJ as the primary face of brand himself
 Advertising and promotion
 The effect of WOM for J.
 Customer Loyalty programs

13. JJ as the primary face of brand himself

14. QUESTIONS

15. THANK YOU