This document summarizes a public relations culminating analysis project for the lifestyle brand Chivalrous Culture. The student researched the brand's PR and marketing tactics and developed an integrated branding plan based on communication theories. Key elements of the plan included conducting a communication audit to identify brand identity issues, creating a plan to address these through reframing the brand's attributes and establishing a dual identity. The student also proposed using values advocacy and legitimacy strategies like advertisements framing the brand's values and cross-promotional collaborations.

1. PR Culminating Analysis Project
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KIA O. MOORE
UNC Charlotte |Communications Studies |International PR Concentration | Journalism
Minor Public Relations Strategy | Spring 2011
Chivalrous Culture
Project Summary
Chivalrous Culture, founded in 2010, is a In the spring of 2011, for my PR Strategy semester-long project I elected to
analyze the emerging lifestyle brand Chivalrous Culture. I researched and
streetwear lifestyle brand that is marketed as the
developed a PR Analysis Report about the brand based on the public relations
sneaker brand brainchild of teen hip-hop
and marketing tactics they were using at the time. I developed an Integrated
celebrity Daniel “Diggy” Simmons, son of rap Marketing Branding Plan for Chivalrous Culture based on public relations research
icon Joseph “Rev Run” Simmons of Run DMC. and communication theories.
The Chivalrous Culture brand is known
for mixing elements of refined style and
Project Highlights
representing them from the runway to the
 Conducted communication audit of the lifestyle brand which unveiled brand identity
streets.
issues and framing of media issues.
In August 2010, the Chivalrous Culture  Created integrated marketing communications plan to address Chivalrous Culture’s
Hamachi Sneaker collection was debuted. By brand identity issues.
March of 2011 the “gentlemen youth” brand PR & Communication Theories used:
embarked upon its full lifestyle brand launch with +Framing of Attributes- by shortening mission statement the
its black and red Hamachi Tuxedo sneaker and brand will be better reflected by its unique and positive
plush bowtie selection. characteristics.
+Definition- establish it as a dual brand identity for both the
gentlemen youth and the unisex lifestyle brand consumers.
+Values Advocacy-through the creation of Chivalrous Culture
Lifestyle Tenants the values of the brand can be conveyed to
consumers.
+Legitimacy- can be established by using image-based
Chivalrous Culture values-framed advertisements and through
collaboration with an established female sneaker brand and
established female sneaker culture icons.
 Created a media relations plan to address Chivalrous Culture’s
framing of media issues.