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

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CONTENTS

INTRODUCTION 3

TARGET AUDIENCE & ADVERTISERS 4

BRAND IDENTITY 6

BRAND POSITIONING 7

BRAND DIFFERENTIATION 8

STRATEGY 9

CONCLUSION 16

REFERENCES 17

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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

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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?

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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

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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.

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BRAND POSITIONING

Figure 2. Positioning map

Main competitors of TGJ in the UK:

● GQ

● Esquire

● Square Mile

● Monocle

● The Rake

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

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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.

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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

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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

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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)

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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

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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)

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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

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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.

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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-

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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:

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Mens Lifestyle Magazine Subscriptions at Newsstand.co.uk

In-text: (Newsstand.co.uk, 2015)

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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)

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subscriptions-for-men [Accessed 10 Jun. 2015].

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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)

Bibliography: Travel.michelin.com, (2015). French Riviera and Monaco. [online]

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

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<https://suburbanstats.org/population/how-many-people-live-in-new-york>.

7) WEISSMANN, J.

"So You’re Rich for an American. Does That Make You Rich for New York?" The

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