This document is a brand strategy proposal for The Gentleman's Journal magazine. It discusses targeting the magazine's audience of affluent, educated men in markets like New York, France, Switzerland, and Dubai. The strategy outlines promoting the brand at luxury events in these locations to increase awareness and engage readers. It also describes partnering with high-end advertisers to reach this audience and position the magazine as the premier lifestyle publication for sophisticated men.

1. STRATEGIC BRAND MANAGEMENT
GROUP ASSIGNMENT
BRAND STRATEGY PROPOSAL
GROUP 2
DANIELA BENZAQUEN MARIA EVSTAFYEVA BRETT RUFFENACH
JESSICA MANIATI VICTORIA SOLOMON
PROFESSOR
DAVID JAMES
WORD COUNT: 2121

2. 2
CONTENTS
INTRODUCTION 3
TARGET AUDIENCE & ADVERTISERS 4
BRAND IDENTITY 6
BRAND POSITIONING 7
BRAND DIFFERENTIATION 8
STRATEGY 9
CONCLUSION 16
REFERENCES 17

3. 3
INTRODUCTION
This brand strategy proposal for The Gentleman’s Journal (TGJ) intends to discuss the
strengths of the brand including differentiating elements, which enables it to make an
impact in different markets. This multi-faceted strategy ultimately aims to establish
leadership for TGJ magazine within the Men’s lifestyle media industry. The strategy will
outline how, where and when the strategy will take place to achieve this goal.
Moreover, this strategy targets people who identify themselves with TGJ and will take
it a step further by purchasing from its online retail platform. Presenting to the target
market the value of the TGJ brand, along with its many personality characteristics, will
allow a cyclical relationship to occur (Figure 1). With this proposal, TGJ is forecasted to
obtain more readers/subscribers, which will lead to sales, then acquiring more
advertisers/brand partners and all around again.
Figure 1. TGJ cyclical business model
Entering the markets of New York, France, Switzerland, and Dubai holds opportunity in
regards to their high population and direct connection to TGJ’s target market of
individuals who are affluent, informed, educated, and spend their income on their
common interests in luxury, fashion, cars, yachts, private travel, field sports, art, wine
and property. This brand strategy proposal aims to outline TGJ’s unique brand
elements that will allow it for differentiation and future success.
Readers/
Subscribers
Sales
Advertisers/
Brand Partners

4. 4
TARGET AUDIENCE & ADVERTISERS
READERS & SUBSCRIBERS
Who are they?
• MDs, CEOs, upper class managers of large companies
• Younger professionals getting huge success in their
career (on experiences managing level) working in
investment banking, hedge funds, insurance
companies, real estate, successful world-scale
corporations etc.
What is their profession?
• Large city centres
• Most luxurious parts of the city
• Likely they have 2+ properties
Where do they live?
• Drive nice and expensive cars
• Spend their free time in a splendid way:
• Dine in high-end restaurants
• Travel to luxurious resorts on holidays
• Do shopping in high-end department stores or in
sumptuous independent shops (with rich history and
heritage)
What is their lifestyle?

5. 5
ADVERTISERS
§ Luxury brands (clothing, watches, bags, jewelry, accessories, food, drinks, cars,
yachts)
§ Property companies
§ Private clubs (yacht, tennis, golf)
§ High-service travel agencies
§ Banks
§ 5-star hotels
§ High-end restaurants
§ High-quality airlines
§ Luxurious grooming salons
What makes the magazine attractive to advertisers?
Possibility to reach wealthy customers who wish to be up-to-date with the latest trends
in different spheres, who appreciate luxurious products and services of high quality and
are willing to pay for them

6. 6
BRAND IDENTITY
TGJ is, in a word, sophisticated. This is the central trait that the identity of the brand is
based around. TGJ is sophisticated and competent, exciting and cutting-edge. TGJ is
charming, calm, collected. TGJ isn’t afraid to sound smart, but is careful not to boast.
He is a doctor, a lawyer, or business executive. He is always in style, and always on the
move. TGJ wears suits on the weekdays and chinos on the weekend. He recently
visited Thailand a couple months ago, and he can’t wait to see what Bora Bora is like a
couple months from now.
BRAND VALUES
TGJ is interested in only the best of the best. Craftsmanship and exclusivity are key
traits TGJ looks for in a product. As a brand that seeks being cutting-edge, TGJ is
always in on the last technological improvements in consumer electronics. TGJ is
always seeking to learn more, because self-improvement is an important component of
his day-to-day life.
BRAND RESPONSE AND ASSOCIATION
TGJ as a brand should meet its customers with interests they already have, and
subjects that they are interested in learning more about. Through covering a wide array
of topics, from fashion, to politics, to property and investment, TGJ aims to incite from
the audience interest and enthusiasm in their content. TGJ should simultaneously
affirm and expand their target audience’s interests, knowledge, and beliefs. Through
associating itself with these interests and partnering with brands that share similar
values, TGJ contributes to the sense of belonging its audience feels within the
community it covers.

7. 7
BRAND POSITIONING
Figure 2. Positioning map
Main competitors of TGJ in the UK:
● GQ
● Esquire
● Square Mile
● Monocle
● The Rake

8. 8
BRAND DIFFERENTIATION
TJG is known as the gentleman’s ultimate magazine. A magazine that goes beyond
your conventional male stereotypes. This magazine isn't about girls, beer, and sports.
It's about women, scotch, and politics. TGJ is for experienced and mature men, who
wish to keep up with the latest news of the world and current trends. Most importantly
it has exclusive, unique content provided to the audience who purchase or read TGJ.
Additionally, the actual, tangible magazine is provided in newsstands for £5 to its
readers. TGJ gives the ability to its readers to purchase clothes, shoes etc from an
online store, with same day delivery in London zones 1&2.
UNIQUE SELLING PROPOSITION
“The factor or consideration presented by a seller as the reason that one product or
service is different from and better than that of the competition” (Entrepreneur, 2015).
Taking under consideration the definition of USP, we believe that this is how TGJ has
differentiated its position compared to its competitors.
USP for advertisers
On the online version of TGJ, the brand ensures that they only allow one brand to
advertise at any one given point in time. This makes the impression on their audience
that TGJ content presented is always aesthetically pleasing with minimal interruption
and in regards to their advertisers, they can count on having a premium placement.
Nevertheless, in any market that TGJ chooses to develop their brand in, they need to
focus on maintaining their image and relationship with its readers of staying global,
luxurious, and target individuals who aspire the finer things in life.
USP for readers
“The Men’s lifestyle publication for those who know”
● Delivers content that matters to the readers
● It is a luxurious brand

9. 9
STRATEGY
Developing TGJ brand encompasses adapting to different markets in order to target
both the interest of readers/subscribers and advertisers. This brand strategy proposal
positions TGJ’s brand to each individual market in accordance to different cultural
values and lifestyles. The four markets TGJ should target in order to move the brand
further include: Dubai, New York, France, and Switzerland. The brand strategy is
integrated with its main focus being offline because to gain leadership in the market,
TGJ needs to first focus on reflecting the value of their brand to its audience and give
them opportunities to visually and physically engage with the brand. This objective
connects back to their brand valuing print and their target market.
Promotion efforts for TGJ in each different market mostly include exposure at events.
These offline events differ between seasons in each market but mainly serve the
purpose of obtaining higher brand awareness and an opportunity for individuals to
visually identify and engage with the brand.

10. 10
EUROPE
§ Paris
§ Cannes, Nice and Saint-Tropez (focus on summer issues)
§ Courchevel ski resort in France and famous Swiss ski-resorts like Davos or St Moritz
(focus on winter issues)
§ Monaco - Monte Carlo (focus on summer issues)
Posh lifestyle among men is popular in Paris and Côte d'Azur as much as in London.
Daily routine is represented by fashion shows in Paris, dinners in magnificent
restaurants and sea journeys on yachts in French Riviera. Luxurious ski-resorts in France
and Switzerland is the number one place for successful businessmen to spend their
Christmas holidays. That is why TGJ is a good complement to a prosperous man who
chooses those locations to live or to spend his holidays.
Key features
• Paris is the main French business centre as well as the most fashion-active
European city
• French Riviera is number one tourist destination after Paris where the cost of life
is quite expensive
• Considered locations include the attributes of luxurious lifestyle: restaurants,
clubs, yachting, shopping, skiing, elite sports (golf, tennis, races) etc. at a high-
quality level

11. 11
Promotion
Presence at high-end events and venues:
• Paris Fashion Week
• Rally of Monte-Carlo
• International film festival in Cannes
• Yacht races in Saint-Tropez
• Monaco Grand Prix of Formula One
• Golf tournament in Mont Agel club
• Jazz festival in Antibes/Juan les Pins
• Festival of chamber music in Mentone
• Festival of old cars in Cannes
• Golf tournament in Nice
• White Christmas festival in Courchevel
Partnerships
• World fashion brands (including
famous French brands: LVMH brands,
Dior, Chanel, etc.)
• Focus on leisure for TGJ winter and
summer issues:
§ Golf, yacht, tennis clubs
§ Ski-resorts
§ High-end restaurants
§ Famous clubs
§ 5-star hotels
§ Exclusive chalets
Competitors
§ L'Officiel Hommes
§ GQ
§ Esquire
§ Lui
§ Icon

12. 12
NEW YORK
With the male population of New York City in the U.S. being roughly over 9 million
(Figure 3), about 25% of households earning six figure incomes (Figure 4), this makes
the NYC market desirable for TGJ to target and develop its brand (US Census Bureau).
NYC is a global city, having tourists come all year round and prevalent areas including
the Financial District and the Upper East Side where individuals are actively present in
careers such as entrepreneurs, CEOs and MDs, in different industries, allowing precise
targeting and brand exposure opportunities for TGJ.
Figure 3. US Demographic (US
Census Bureau)
Figure 4. New York income statistics (Weissmann)

13. 13
Competitors
• Luxurious prototype
§ Connects men throughout the world to fashion, arts &
culture, entertainment, events, sports, and news
§ Luxury perspective to lifestyle topics and interests
• Modern Luxury
§ Branded house with sub-brands under including men’s
book, city magazine etc.)
§ Adaptable brand including the specific city of
Manhattan for their sub-brand of city magazines
§ Host events such as the Manhattan Magazine Men’s Issue Party in NYC
Promotion
• Host an event for a specific journal issue (Spring, Summer, Autumn, or Winter)
inviting celebrity guests that have been featured in previous or current issues
and also prospects, and current readers and subscribers
§ High likeability guests will share images on social media
§ Build more earned media for TGJ
• Invest in placing a banner illustrating TGJ logo at luxurious fashion show events
in the city and providing free distribution
§ New York Fashion Week: Men’s
§ Men’s will feature a mix of runway shows, presentations and special
events (CFDA 2015)
• Trump Golf Links in Ferry Point, NY is scheduled to open this year and promises
a high-end experience having higher green fees
• Mr. Trump plans to have majors and P.G.A. championships and Ryder cups in
this field and when it does, TGJ should sponsor the event or place a banner with
its logo in open spaces
• The game of golf is played by men and having TGJ be exposed to this segment
will allow the brand to increase its word of mouth and positively impact its brand
awareness levels
• Distribution strategy: Provide free distribution at check out and fitting rooms of
TGJ at luxurious stores in NYC
§ Barneys, Saks Fifth Avenue, and Bloomingdale’s
§ Target market will be exposure and opportunity for engagement

14. 14
DUBAI
A mere 20 years ago, the UAE was a desert, made up of a few local companies. But
today, the UAE has become a shrine to business and commerce, and is now one of the
most enticing and sought after for entrepreneurs to launch their business ideas. Over
the years, Dubai has become the top destination in the Middle East for high end
consumers, dominating 60% of the luxury market in the UAE. Accounting for one third
of shopping habits in the Middle East, the city continues to attract foreign luxury
consumers from all over the world.
With a population of nearly 2.3 million of which two thirds are males (Government of
Dubai), there is a large market that is not catered to which makes Dubai an appealing
market to introduce TGJ into.
Promotion
• Arab Fashion Week
• Dubai Fashion Week
• World Luxury Expo
• Big Boys Toys Expo in
October (World's biggest and
coolest gadgets, technology,
vehicles and luxury goods)

15. 15
Competitors
• Gulf Connoisseur
§ Leading luxury lifestyle bi-monthly magazine in
UAE since 2003
§ Exclusive English, Russian and quarterly Qatar
edition
§ Distributed in the UAE and other Gulf
COUNTRIES
§ Available in bookshops, supermarkets, gas
stations, cafes and restaurants, first class
lounges, duty free and five star hotels
• Edgar
§ “Defines what it means to be a man in the 21st
century”
§ Guide to life for men

16. 16
CONCLUSION
Overall, TGJ can and will obtain leadership in the magazine sector in multiple markets
as long as it stays being differentiated from its competitors. With its expansion to other
countries and more viewers, the chances of reaching their goals are high. With this
proposal strategy the personality of the brand is differentiated clearly through its
market segments. Also, following this proposal will result in the aspiration of having the
cyclical relationship between acquiring the loyalty from more readers and subscribers,
which will lead to more sales, and advertisers and brand partners. As mentioned
previously in the strategy, each individual market has different cultural values and
lifestyles, which TGJ will have to be taken under consideration in order to succeed in
the market chosen as: Dubai, Switzerland, New York, and France. TGJ has the quality
these markets are looking for. This proposal strategy has a clear positioning, target
audience, for the markets chosen. By TGJ following this strategy it will be ready to
breakthrough successfully in the new markets.

17. 17
REFERENCES
1) STAFF, E.
Unique Selling Proposition (USP)
In-text: (Staff, 2015)
Bibliography: Staff, E. (2015). Unique Selling Proposition (USP). [online] Entrepreneur.
Available at: http://www.entrepreneur.com/encyclopedia/unique-selling-proposition-
usp [Accessed 10 Jun. 2015].
2) THE GENTLEMANS JOURNAL
The Gentlemans Journal | The latest in style and grooming, food and drink, business,
lifestyle, culture, sports, restaurants, nightlife, travel and power.
In-text: (The Gentlemans Journal, 2015)
Bibliography: The Gentlemans Journal, (2015). The Gentlemans Journal | The latest in
style and grooming, food and drink, business, lifestyle, culture, sports, restaurants,
nightlife, travel and power.. [online] Available at:
http://www.thegentlemansjournal.com [Accessed 10 Jun. 2015].
3) NEWSSTAND.CO.UK
Mens Lifestyle Magazine Subscriptions at Newsstand.co.uk
In-text: (Newsstand.co.uk, 2015)
Bibliography: Newsstand.co.uk, (2015). Mens Lifestyle Magazine Subscriptions at
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Lifestyle-Magazines/Subscriptions.aspx [Accessed 10 Jun. 2015].
3) SUBSCRIPTIONS, M.
Magazines for Men | UK Magazine Subscriptions for Men
In-text: (Subscriptions, 2015)
Bibliography: Subscriptions, M. (2015). Magazines for Men | UK Magazine Subscriptions
for Men. [online] Magazine.co.uk. Available at: http://www.magazine.co.uk/magazine-
subscriptions-for-men [Accessed 10 Jun. 2015].

18. 18
4) ONTHESNOW
Snow Reports | Ski Resort Weather | Gear | OnTheSnow
In-text: (OnTheSnow, 2015)
Bibliography: OnTheSnow, (2015). Snow Reports | Ski Resort | Gear | OnTheSnow.
[online] Available at: http://www.onthesnow.com [Accessed 10 Jun. 2015].
5) RAVEL.MICHELIN.COM
French Riviera and Monaco
In-text: (Travel.michelin.com, 2015)
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Available at: http://travel.michelin.com/web/destination/France-French_Alps-
French_Riviera_and_Monaco [Accessed 10 Jun. 2015].
6) SUBURBANSTATS.ORG
"Population Demographics for New York 2014 and 2015." US Census Bureau. US
Census Bureau, 2014-2015. Web. 10 June 2015.
<https://suburbanstats.org/population/how-many-people-live-in-new-york>.
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"So You’re Rich for an American. Does That Make You Rich for New York?" The
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