BRAND MANAGEMENT

COMOPNENT – 1

ON

Submitted to:

Prof. Pranab Deb

Submitted by:

Rahul Mishra

09BS0001780

INTRODUCTION:

Ray-Ban is a manufacturer of sunglasses, founded in 1937 by Bausch & Lomb. They

were introduced for the United States Army Air Corps. In 1999, Bausch & Lomb sold the

brand to the Italian Luxottica Group for a reported $640 million.

Ray-Bans were created in 1937. Some years earlier, Lieutenant John MacCready

returned from a balloon flying adventure and complained that the sun had permanently

damaged his eyes. He contacted Bausch & Lomb asking them to create sunglasses that

would provide protection and also look elegant. On May 7, 1937, Bausch & Lomb took

out the patent. The prototype, known as Anti-Glare, had an extremely light frame

weighing 150 grams. They were made of gold-plated metal with green lenses made of

mineral glass to filter out infrared and ultraviolet rays. Pilots in the United States Army

Air Corps immediately adopted the sunglasses. The Ray-Ban Aviator became a well-

known style of sunglasses when General Douglas MacArthur landed on the beach in

the Philippines in World War II, and photographers snapped several pictures of him

wearing them.

BRAN IDENTITY: Ray-Ban, a company known for its stylish sunglasses. Previously,

customers could sample potential buys by using their webcams as a virtual mirror to try

on different pairs of sunglasses. More recently, Ray-Ban and AR developers Total

Immersion have returned with another round of interactive marketing, taking the

experience to a new level with its "Rare Finds" campaign. By holding up one of the

company's Rare Finds print advertisements to a webcam while on the Ray-Ban website,

users can view interactive 3D experiences which unlock special exclusive content. The

content includes interviews with musicians and rare concert footage, and watching the

content provides users with codes to win prizes. It's exciting to see a big brand like Ray-

Ban return to AR as it is a testament to the company's belief in the platform.

BRAND IMAGE: Bearing in mind the image and status of the brand, this study aims

at answering the following questions: How, When, Where and Why do customers

consume Ray-Ban sunglasses. These questions will be examined in the context of

buying sunglasses in general, then focusing on Ray-Bans. Furthermore the factors

(personal, situational and contextual) that influence consumers to buy such a product

will also be studied.

BRAND PERFORMANCE FEELING AND JUDGEMENT: As fashion took

over utility it is interesting to observe the change in the need of sunglasses in the

Hierarchy of needs by Maslow. The original need of sunglasses could be related too

Safety needs as protection

of one’s eyes. Today it can

also be classified as

belonging needs. People

wear sunglasses to look a

certain way thus belonging

to a certain group

depending on one’s

fashion interests. However

celebrities who use

sunglasses to hide (many

celebrities have been

photographed wearing several models of Ray-Bans) could be qualified as a return to

utility and Safety needs.

BRAND RESONANCE: Ray-Ban is more than a brand of sunglasses. Over time

Ray-Ban grew into a fashion icon. Countless have said or say they add a touch of retro

and yet avant-garde style. Many would say they define your personality. When WE

choose a Ray-Ban we are often choosing an image shaped by history and strong

personalities (or for some merely by a clever communication strategy). When people

who own Ray-Bans why they bought their sunglasses. Most of people simply liked

them and would not exchange them with another, except with another Ray-Ban! I have

to agree with that statement. Ray-Ban is a staple in one’s accessory collection.