Brand Audit Report

Brand Audit Report:
Ralph Lauren Corporation
Amit Patel
INB 380: Global Brand Management
Spring 2015

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Table of Contents
1. Background Information............................................................................................................4
1.1. The Brand……………………………………………………..………………………….4
1.2. Corporate Structure……………………………………………………………………….4
1.3. Key Figures……………………………………………………………….........................5
1.4. Industry Analysis………………………………………………………………................5
2. Consumer Analysis………………………………………………………………....................5
2.1. Target Markets and Segmentation………………………………………………………..5
3. Brand Inventory……………………………………………………………….........................6
3.1. Brand Elements………………………………………………………………...................6
3.1.1. Brand Name……………………………………………………………………...…6
3.1.2. Symbols……………………………………………………………….....................6
3.1.3. Retail Concept……………………………………………………………………...7
3.2. Current Marketing Mix…………………………………………………………………...7
3.2.1. Product……………………………………………………………….......................7
3.2.2. Pricing……………………………………………………………….......................8
3.2.3. Place (Distribution)………………………………………………………………...8
3.2.4. Promotion………………………………………………………………..................8
3.3. Points of Parity and Points of Differences……………………………………................10
3.4. Brand Strategies………………………………………………………………................10
3.5. Product Portfolio Analysis………………………………………………………............11
3.6. Competitor Analysis…………………………………………………………………….12
4. Brand Exploratory………………………………………………………………....................12
4.1. Brand Awareness and Brand Image…………………………………………………….12
4.2. Brand Positioning..……………………………………………………………………...14
5. Brand Equity Analysis……………………………………………………………………….15
5.1. Ralph Lauren Corporation’s Brand Equity………………………………………….......15
5.1.1. Brand Awareness………………………………………………………………….15
5.1.2. Brand Image…………………………………………………………………...….17
6. Strategic Brand Management Recommendations……………………………………………20

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6.1. Expanding International Presence………………………………………………….…...20
6.2. Decreasing Amount of Line Extensions………………………………………………...21
7. Supplemental Material…………………………………………………………………….…22
7.1. Appendix I: Designer Brand Awareness Survey………………………………..………22
7.2. References……………………………………………………………………………….24

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1. BackgroundInformation
1.1. The Brand
Ralph Lauren Corporation is a brand that sells apparel, accessories, fragrances, and home
furnishings worldwide. In 1967, Ralph Lauren, an American designer, founded the company,
Polo Ralph Lauren. Polo Ralph Lauren is the corporation’s flagship brand. The Corporation also
manages several other brands including Ralph Lauren Black Label, Ralph Lauren Purple Label,
Ralph Lauren Golf, and many more. The Company went international in 1981. By 2007, Ralph
Lauren had over 35 boutiques in the United States and other countries (Business of Fashion,
2015). The Company’s products are sold in over 11,000 department stores, such as Macy’s and
Bloomingdale’s, and has over 380 retail stores in the United States and internationally (Reuters,
2015). Additionally, Ralph Lauren Corporation has opened restaurants in New York, Paris, and
Chicago.
Strengths Weaknesses
 Ralph Lauren sponsors major sporting
events, such as Wimbledon, and
professional golfers, such as Luke
Donald
 Products are offered globally
 Brand is highly recognizable
 Ralph Lauren Corporation does not
have a slogan.
 Ralph Lauren barely advertises its
products
Opportunities Threats
 Building more stores internationally,
and selling products in more countries
such as developing countries
 Creating a new product line to interest
and attract customers
 Products are not sold in China nor India
 Exchange rates can negatively impact
sales
 Counterfeiting of Ralph Lauren
products
Figure I: Ralph Lauren Corporation SWOT Analysis
1.2. Corporate Structure
The corporate officers of the company include Ralph Lauren (chairman and Chief
Executive Officer), Jackwyn L. Nemerov (president and Chief Operating Officer), Christopher
H. Peterson (Executive Vice President, Chief Administrative Officer, and Chief Financial
Officer), Valérie Hermann (President, Luxury Collections), and Mitchell A. Kosh (Executive
Vice President, Human Resources).

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1.3. Key Figures
Ralph Lauren Corporation is headquartered in New York, New York. In 2014, Statista had
reported that 23,000 employees worldwide work for Ralph Lauren Corporation (Statista, 2014).
In the fourth quarter of fiscal year 2014, net revenues increased 14% to $1.9 billion, which was
caused by double-digit growth in the Americas, Europe and Asia, and beat financial analysts
predictions. Ralph Lauren, chairman and CEO, has stated that fiscal year 2014 was a year of
achievements, which include “the establishment of a new global leadership structure, creating
greater clarity around our global store development efforts and innovating with new products.”
Jackwn Nemerov has reflected on the fourth quarter results by stating “Our strong sales growth
in the fourth quarter and full year Fiscal 2014 periods is a clear demonstration of the tremendous
appeal of the Ralph Lauren brand and the diversity of our operating model across channels,
regions and merchandise categories”.
1.4. Industry Analysis
Consumer spending on luxury goods has been on a downward trend since 2011, but has
been on upward trend since October 2014. Growth in global luxury goods sales will stabilize at
around 5% at constant exchange rates, with the United States and Japan being the biggest
drivers. Bain Capital predicted that the total revenue from the personal luxury goods industry
should be about $282.7 billion (Wendlandt, 2014). Political instability, such as protests in Hong
Kong, and currency issues has plagued the luxury goods sector. The recent decline in oil prices
may encourage consumers to consume more luxury goods. (Mallevay, 2015)
2. ConsumerAnalysis
2.1. Target Markets and Segmentation
Ralph Lauren is a highly recognizable designer brand throughout the world. Currently,
66% of its sales come from the United States, while 20% of its sales come from Europe (CSI
Marketing, 2014). The main target market of Ralph Lauren is a middle-class to upper-class
consumer of any age. Celebrities, such as David Beckham and Channing Tatum, are known to
wear Ralph Lauren Black Label tuxedos. The Company offers apparel, accessories, and
fragrances for men, women, and children, as well as offering home furnishings. Ralph Lauren
apparel exemplifies luxury and timeless designs. By offering Ralph Lauren’s products only

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through retail and department stores, it maintains the exclusive image of the brand. Ralph Lauren
competes against other designer brands such as Lacoste, Vineyard Vines, and Brooks Brothers.
3. Brand Inventory
3.1. Brand Elements
3.1.1. Brand Name
Ralph Lifshitz changed his last name to Lauren because his cousins in California changed
their last name to Lawrence (Oprah, 2015). Ralph Lauren chose this name because it was easier
to pronounce. Ralph Lauren Corporation’s flagship brand, Polo Ralph Lauren, is sometimes
confused with the brand U.S. Polo Association because people call Polo Ralph Lauren ‘Polo”,
for short, thus causing the confusion of sounding similar.
3.1.2. Symbols
The brand uses one symbol on its products and advertisements. The logo is of a person
playing polo, and is one of the most popular logos in the fashion industry (Figure II). The Ralph
Lauren logo is a perfect example of the rich, proud American look, and tradition. The company
chose the polo horseman as its symbol because it induces feelings of pride and elitism. Not only
does the U.S. Polo Association brand (Figure III) sound the same as Polo Ralph Lauren, it also
has a similar logo. Both logos feature a man playing polo.
Figure II: Polo Ralph Lauren Logo
Figure III: U.S. Polo Association Logo

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3.1.3. Slogans
The brand rarely advertises on television or any other type of media where slogans are
used, therefore the Ralph Lauren Corporation does not have any slogans.
3.1.4. Retail Concept
For the most part, the interior design of all Ralph Lauren stores and boutiques in
department stores is similar. All stores have hardwood floors, walls are painted white, ambient
lighting, and are sectionalized by women’s apparel, men’s apparel and children apparel (Figure
IV).
Figure IV: Interior of a Ralph Lauren Store
3.2. Current Marketing Mix
3.2.1. Product
Ralph Lauren provides a wide range of products, such as apparel for women and men,
accessories, and home furnishings. Ralph Lauren products are made of high quality fabrics.
Ralph Lauren is most famous for their polo shirts, which were released in 24 colors in 1972;
however, Ralph Lauren did not invent the polo shirt. Additionally, Ralph Lauren Corporation
opened three restaurants in Chicago, New York, and Paris, all of which serve high quality dishes.

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3.2.2. Pricing
Ralph Lauren Corporation is a luxury brand, which has many different collections. For
both men and women, Ralph Lauren offers the following collections: Polo Ralph Lauren, Ralph
Lauren Black Label, RLX, Denim & Supply, Polo Golf, and Polo Tennis. For men, Ralph
Lauren offers the Purple Label brand, and for women, they offer the Ralph Lauren Collection.
Both Polo Ralph Lauren and Ralph Lauren Black Label offer both formal and casual apparel.
RLX offers athletic-like apparel for winter sports and such. Denim & Supply offers jeans and
other denim apparel. Ralph Lauren Collection offers both casual and formal clothes. The prices
of the Polo Ralph Lauren collection are between $30 and $2000. The prices of the Black Label
collection are between $90 and $5000. The prices of the RLX collection are between $45 and
$600. The prices of the Denim & Supply collection are between $30 and $500. The prices of the
Polo Golf collection are between $75 and $400. The prices of the Polo Tennis collection are
between $45 and $100. The prices of the Purple Label collection are $100 to $7000. The prices
of the Ralph Lauren Collection are between $600 and $12,000.
3.2.3. Place (Distribution)
In 2005, Impact-21 was the Ralph Lauren ready-to-wear license holder in Japan with
retail value of about $260 million. Internationally, regions have been provided with the right to
sell Ralph Lauren merchandise and operate branded stores: Australia/New Zealand (Oroton
Group), Central America (PRL Enterprises), Korea (Doosan Corporation) and Hong
Kong/Southeast Asia (Dickson Concepts). Ralph Lauren operates all domestic Ralph Lauren
stores. Ralph Lauren products are distributed to their retail stores, factory stores, and upper-tier
department stores.
3.2.4. Promotion
Ralph Lauren Corporation uses different channels to reach consumers, which include
advertisements in print, online, and occasionally television. Ralph Lauren advertises in mainly in
fashion magazines, such as Vogue and Cosmopolitan. In addition, the company has its own
magazine called RL Magazine, which has the following sections: Art & Design, Interviews,
Sports, Travel and Philanthropy. Occasionally, Ralph Lauren advertises their fragrances on the
television, which is paid by Macy’s.

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Polo Ralph Lauren uses promotional offerings to attract customers, such as in-store and
online sales. End-of-season sales are normal in the fashion industry.
Ralph Lauren Corporation also sponsors major events and athletes. In 2006, Polo Ralph
Lauren became the first official outfitter of Wimbledon (Figure V). In addition, the company
sponsors the United States Olympic Team. Also, the company sponsors professional golfers such
as Webb Simpson and Luke Donald.
Polo Ralph Lauren is also involved in philanthropic projects. For example, Pink Pony is
Ralph Lauren’s worldwide initiative in the fight against cancer. Our mission is to reduce
disparities in cancer care in medically underserved communities and ensure that treatment is
available at an earlier, more curable stage. In the United States, 25 percent of the purchase price
of Pink Pony products benefits the Pink Pony Fund of the Polo Ralph Lauren Foundation to
support programs for screening, early diagnosis, treatment, research and patient navigation. The
company has also partnered with Habitat for Humanity to help families in need of decent,
affordable prices to live. Recently, Ralph Lauren, has agreed to sponsor the Royal Marsden and
donated money to build a new cancer clinic at the hospital (The Economist, 2015).
Figure V: Ralph Lauren’s partnership with Wimbledon

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3.3. Points of Parity and Points of Difference
To determine the brand equity of Polo Ralph Lauren, it is important to identify the points
of parity and differences, which are outlined below (Figure VI).
Point of Parity Point of Difference
Designer brand American brand
Premium pricing Restaurants
High quality materials Most popular designer brand among others
Figure VI: Points of Parity and Difference of Ralph Lauren
3.4. Brand Strategies
Polo Ralph Lauren’s brand strategies can be described by the company’s line extensions
and brand extensions. Line extensions include the creation of a new product line or collection of
apparel and accessories, such as the Black Label or Purple Label of Ralph Lauren. Brand
extensions include the creation of any extension outside of apparel and accessories, such as the
restaurants.
Figure VII: Ralph Lauren Brand Strategies
Line Extension
Extensions into other
apparel-like categories
Brand Extension
Extension into fine dining
Multiple Brands New Brand
Product
Existing New
BrandName
ExistingNew

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3.5. Product Portfolio Analysis
Polo Ralph Lauren’s offers many types of products. The table below shows the types of
apparel and accessories that Polo Ralph Lauren offers. An “X” signifies that Ralph Lauren offers
that particular product.
Product Line
Consumer Category
Adult Children Baby
Male Female Male Female
Outerwear X X X X X
Sweaters X X X X X
Shirts X X X X X
Blazers X X X X
Suits X X
Dress Shirts X X X X
Polos X X X X X
T-Shirts X X X X X
Shorts X X X X X
Pants X X X X X
Dresses X X X
Sleepwear X X X X X
Beachwear X X X X X
Jewelry X X X X
Accessories X X X X
Figure VIII: Product- Consumer Category Matrix of Ralph Lauren

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3.6. Competitor Analysis
Polo Ralph Lauren competes against many designer brands, domestically and
internationally.
Brand Point of Parity Point of Difference
Brooks Brothers Designer Brand
 Oldest men’s clothier in
the United States
 Known for introducing
the ready-to-wear suit
Vineyard Vines Designer Brand
 Company uses student
ambassadors to
promote/advertise brand
and its products
Lacoste Designer Brand
 Began as a tennis apparel
company
 Created the first polo
shirt.
Figure IX: Points of Parity and Difference of Ralph Lauren’s Competitors
4. Brand Exploratory
4.1. Brand Awareness and Brand Image
A survey was conducted to measure the brand image, brand awareness and brand image
associated with Ralph Lauren and along with other designer brands (Appendix I for survey
copy). The results obtained from this survey were a convenient sample, which means it is not
necessarily representative of the entire population. Most of the respondents were between the
ages of 18-20 (Figure X) and from the United States (Figure XI). The purpose of this survey was
to quantify brand awareness of Ralph Lauren Corporation and its competitors. Respondents were
asked if they recognized the logos of Lacoste, Brooks Brothers, and Vineyard Vines, and were
then asked to recall the names of those brands. There were 32 male respondents and 15 female
respondents (Figure XII), and both males and females were able to recall the Ralph Lauren and
Lacoste logo the most, which can be seen in Figure XIII. Furthermore, there were 38 people
from the United States and 9 people that were international, and both people from the United

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States and foreigners were able to recall the Ralph Lauren logo the most, which can be seen in
Figure XIV.
Figure X: Pie Chart of Age Distribution
Figure XI: Pie Chart of the Respondents’ Place of Origin

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Figure XII: Pie Chart of Gender Distribution
Male Female
Ralph Lauren 81.25% 100%
Lacoste 81.25% 100%
Vineyard Vines 78.13% 86.67%
Brooks Brothers 53.13% 13.33%
Figure XIII: Recall Rates of Ralph Lauren between Males and Females
United States International
Ralph Lauren 89.47% 77.78%
Lacoste 84.21% 66.67%
Figure XIV: Recall Rates of Ralph Lauren between U.S. Resident and Foreigner
4.2 Brand Positioning
Since 2000, Ralph Lauren Corporation has undertaken a plan to enhance the growth of its
worldwide luxury retail business and increase the overall profitability of the premier global
luxury company. Ralph Lauren has stated that Ralph Lauren Corporation has built the largest
luxury design business in the world including men’s and women’s apparel collections and
because of the ever increasing global demand of Polo Ralph Lauren products, Lauren has also
stated the brand will expand and create stores in major cities, as well as closing down stores that

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are not performing well. Lauren continues by saying that the reason why Ralph Lauren
Corporation is one of the top fashion companies in the world is because of the company’s ability
to create new brand names, such as Ralph and Polo Jeans Co.
5. Brand Equity Analysis
5.1 Ralph Lauren’s Brand Equity
Ralph Lauren Corporation has made the Forbes’s “World’s Most Valuable Brands” list at
the 84th spot. Ralph Lauren Corporation has a market cap of $14.67 billion and sales of $7.23
billion with a profit of $750.2 million (Forbes, 2014).
The Consumer-Based Brand Equity Pyramid makes it easier for qualitative brand equity
evaluations, which are outlined below.
Figure XV: Consumer-Based Brand Equity Pyramid of Ralph Lauren
5.1.1. Brand Awareness
Based on the results from the survey, 96.36% of the participants were able to recognize
the Polo logo, while 89.09% of them were actually able to recall the Ralph Lauren brand name,
both of which were the highest rates out of all the other brands (Table XVI). Brooks Brothers, on
Resonance
Judgments Feelings
Performance Imagery
Saliency
Loyal customer base
Ralph Lauren is associated
with a lavish lifestyle
Ralph Lauren represents a
luxurious and fashionable
lifestyle
Ralph Lauren identifies itself
with the luxury goods market
Premium pricing, stylish, and
contemporary design
High quality goods,
characterized as a classic,
American brand

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the other hand, was not as highly recognized as I thought it would be; the majority of the
respondents were not able to recognize the logo and recall the brand name. Though the sample
size of this survey is rather small, further research is required to assess the validity of these
results. Google Trends has been measuring interest of any topic based on search queries since
January 2004, which shows that Ralph Lauren has been searched the most out of its three
competitors: Lacoste, Brooks Brothers and Vineyard Vines (Figure XVII). In addition, Google
Trends’ Regional Interest Map shows that United States and Europe have the more search
queries than the rest of the world (Figure XVIII).
Recognition Recall
Ralph Lauren 96.36% 89.09%
Lacoste 92.72% 87.27%
Figure XVI: Recall and Recognition Rates of all respondents
Figure XVII: Google Trends’ Interest Graph of Ralph Lauren, Lacoste, Brooks Brothers, and Vineyard Vines
Ralph Lauren
Lacoste
Brooks Brothers
Vineyard Vines

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Figure XVIII: Google Trends’ Regional Interest Map of Ralph Lauren Corporation.
5.1.2. Brand Image
Respondents have also described Polo Ralph Lauren as high-end, quality, wealth,
traditional and classy, which can be seen in the word-cloud below.
Figure XIX: Word-cloud of adjectives for Ralph Lauren
Social Mention is a social media search and analysis platform that collects user-generated
content from across the universe into a single stream of information and allows an individual to
track and measure what people are saying about any topic. Social Mention monitors over 100
social media sites such as Facebook, Twitter, Instagram, YouTube, and Google. The dimensions

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that it uses are strength, sentiment, passion, and reach. Strength measures the likelihood that a
brand is being discussed on social media. Sentiment is a ratio of mentions that are positive to
those that are negative. Passion is the likelihood that individuals talking about a brand will do so
repeatedly. Reach measures the range of influence. Below are the Social Mention results of
Ralph Lauren Corporation. Overall, the sentiment of the brand is neutral.
Figure XX: Social Mention results of Ralph Lauren
In the survey, I asked the following question for each brand “What are your opinions on
Ralph Lauren, Brooks Brothers, Lacoste, and Vineyard Vines?” using a Likert Scale, Strongly
Disagree to Strongly Agree. Results from the survey conclude that Ralph Lauren Corporation is
the following: quality, fashionable, luxurious, and expensive. The graphs below show Quality
Brand versus Expensive Brand (Figure XXI), Quality Brand versus Luxurious Brand (Figure
XXII) and Quality Brand versus Fashionable Brand (Figure XXIII).

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Figure XXI: Quality Brand vs. Expensive Brand
Figure XXII: Quality Brand vs. Luxurious Brand
Quality Brand
ExpensiveBrand
Quality Brand vs. Expensive Brand
Ralph Lauren Brooks Brothers Vineyard Vines Lacoste
4 4.1 4.2 4.3 4.4 4.5 4.6
4
4.2
4.4
4.6
3.8
4.8
meta- chart.com
Quality Brand
LuxuriousBrand
Quality Brand vs. Luxurious Brand
4 4.1 4.2 4.3 4.4 4.5 4.6
3.8
4
4.2
4.4
4.6
meta- chart.com

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Figure XXIII: Quality Brand vs. Fashionable Brand
6. Strategic BrandManagementRecommendations
6.1 Expanding International Presence
Currently, Ralph Lauren products are sold in 38 countries, and planning on expanding its
international presence, mainly in Europe and Asia. There are Ralph Lauren Stores in 9 Asian
countries and 14 European countries. As of now, there are no stores in India and could
potentially be beneficial for the company to add stores there. In 2014, luxury goods in India
outperformed the growth from the previous year as consumers showed a willingness to spend. In
addition, the economy in India has shown signs of recovery, thus causing consumers to spend
money on luxury goods. Another country in which Ralph Lauren can expand its presence is
Poland. Since the economic recovery in Poland in 2013, retail sales of luxury goods in Poland
increased in 2014. The number of affluent consumers has increased and positively influenced the
development of luxury goods market. Furthermore, the increased availability of luxury brands
had a positive impact on growing awareness of luxury companies among consumers. Since the
area remains unsaturated, luxury goods companies have potential for further growth
(Euromonitor International, 2015).
Quality Brand
FashionableBrand
Quality Brand vs. Fashionable Brand
4 4.1 4.2 4.3 4.4 4.5 4.6
3.8
4
4.2
4.4
4.6
meta- chart.com

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6.2 Decreasing Line Extensions
Although Ralph Lauren Corporation has stated it has attributed its success to the multiple
collections it offers, I believe that they should reduce the amount by combining some of them
because overall, it confuses customers when companies have multiple collections. The company
offers seven clothing collections for both men and women. For example, for men, there is the
Purple Label and Black Label, and both offer the same type of apparel, thus I believe they should
combine the two.

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7. Supplementary Material
7.1 Appendix I: Designer Brand Recognition Survey
1. Do you recognize the brand logos above? (Y or N) If so, name them.
A. ___________________________
B. ___________________________
C. ___________________________
D. ___________________________
2. What comes to your mind when you think of the brand Ralph Lauren? (Please give at
least three words) Do you own any Ralph Lauren apparel?
______________________________________________________________________________
______________________________________________________________________________
3. What are your opinions about Polo Ralph Lauren?
Strongly Disagree Disagree Neutral Agree Strongly Agree Not Sure
Quality Brand
Fashionable Brand
Luxurious Brand
Expensive Brand
4. What are your opinions about Brooks Brothers?
Quality Brand
Fashionable Brand
Luxurious Brand
Expensive Brand

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5. What are your opinions about Vineyard Vines?
Quality Brand
Fashionable Brand
Luxurious Brand
Expensive Brand
6. What are your opinions about Lacoste?
Quality Brand
Fashionable Brand
Luxurious Brand
Expensive Brand
7. Are you male or female?
a. Male
b. Female
8. What is your age?
a. 17 or younger
b. 18-20
c. 21-29
d. 30-39
e. 40-49
f. 50-59
g. 60 or older
9. Where are you from?
a. Northeast
b. South
c. Midwest
d. West
e. International

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Works Cited
Mallevays, Pierre. "Market Pulse | Steady On Up - The Business of Fashion." The Business of
Fashion. N.p., 04 Mar. 2015. Web. 10 Mar. 2015.
"POLO RALPH LAUREN Sales by Geography." Polo Ralph Lauren (RL) Sales per Country
and Region, March 31 2014 Annual Report. CSI Marketing, n.d. Web. 10 Mar. 2015.
"Ralph Lauren | Discover Ralph Lauren's Company Page | The Business of Fashion." Ralph
Lauren's Page. N.p., n.d. Web. 10 Mar. 2015.
Wendlandt, Astrid. "Global Luxury Goods Sales Growth to Stabilize in 2015: Bain." Reuters.
N.p., 14 Oct. 2014. Web. 10 Mar. 2015.
Grant, Nick. "25 Things You Didn't Know About Ralph Lauren." Complex. N.p., n.d. Web. 24
Mar. 2015.
"Ralph Lauren: Brand Aid." The Economist. N.p., n.d. Web. 24 Mar. 2015.
"Ralph Lauren Philanthropy - Polo Ralph Lauren Foundation - About Ralph Lauren."
Www.ralphlauren.com. N.p., n.d. Web. 23 Mar. 2015.
Winfrey, Oprah. "Oprah Talks to Ralph Lauren." Oprah. N.p., n.d. Web.
"Market Research for The luxury Goods Industry." Euromonitor International. N.p., n.d. Web. 20
Apr. 2015.
"Number of Employees of Polo Ralph Lauren, 2014 | Statistic." Statista. N.p., n.d. Web. 03 May
2015.
"Ralph Lauren." Forbes. Forbes Magazine, n.d. Web. 03 May 2015.
"Google Trends." Google Trends. N.p., n.d. Web. 04 May 2015.

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