Integrated Brand Management Bags and Jewellery

Question: Discuss about theIntegrated Brand Managementfor Bags and Jewellery. Answer: Introduction Colette Hayman aims to help women style themselves so that they can carry themselves with ease and confidence. The products sold by the firm are bags, jewellery and accessories targeting the women (Colettehayman.com.au 2017). According to Lindstrom (2005), Colette Hayman makes a synergy of multiple senses to create emotional connections. The products are attractive in nature thereby pleasing sight. Campaign shoot are conducted by the company for sound marketing. The smell of the leather bags is distinctive thereby giving a brand identity. In this manner, the brand maximizes sensuous values and creates the most iconic image (Colettehayman.com.au 2017). According to Holt (2003), a few brands become icons when they operate at the cultural level. The brand defines itself with an affordable statement of high-end fashion trends. Colette Hayman recognizes the gap and fills it with their unique concepts while empowering women of all cultures. The style savvy brand enables the women of all ages and tastes to treat themselves with the latest pop culture trends. The designs are influenced from the current and upcoming trends. The brand targets women to empower them and targets national contradictions. Colette Hayman is planning to extend their footprint to countries like USA, UK, Canada and many others (Colettehayman.com.au 2017). Jones and Motluk (2008) argue that persuasion is the key element of all interaction. Several persuasive strategies are adopted by the brand that makes the customers or potential customers look in a framed manner. The brand interacts with the customers on social media such as Instagram, Facebook, Twitter, Pinterest and others that are widely use platform by masses. Features such as international delivery and tracking persuades the customer to make purchases from anywhere in the world. They consider style over substance by using smooth communication. The women empowerment message and theme is more empowering than other brands (Colettehayman.com.au 2017). References Colettehayman.com.au, 2017.About us. [online] Colette by Colette Hayman. Available at: https://www.colettehayman.com.au/pages/about-us [Accessed 25 Feb. 2017]. Holt, D.B., 2003. What becomes an icon most?. Harvard Business Review, 81(3), pp.43-49. Jones, D. and Motluk, A., 2008. How to get exactly what you want. New Scientist, 198(2655), pp.32-37. Lindstrom, M., 2005. Broad sensory branding.Journal of Product Brand Management, 14(2), pp.84-87.