How did Hugo Boss a German company become a strong global fashion brand ?

Presented by
G.M.Arif
Josephine Gagnant
Dewan Hossain
Magali Fort Tutor : Dr. Mesfin Habtorn
 Contents
 Hugo Boss as an international brand.
 Hugo Boss global Brand strategy.
 International brand environment mechanism.
 Hugo Boss brand identity prism.
 The advantages of Hugo Boss as a strong brand.
 Brand extension.
 Brand positioning
 Brand personality and legal protections.
 Brand promotional activities.
 Summary
 Recommendation
 References
 Hugo Boss as an international brand

 Background of Hugo Boss

1923 : creation of Hugo Boss
2008 : Products are sold in 102 countries

 Features of Hugo Boss Brand

 Luxury market
 3 independent brand : Boss, Hugo, Baldessarini
 The brand name
 The logo
 The image
 Hugo Boss global brand strategy

I.Global brand strategy is a conceptual framework consists of

different contents which drives a company to operate it
brand name internationally.
 Global brand strategy consists of :
1. Corporate brands
2. Range of brands
3. Cultivate established local brands
4. Global concept
5. Create new brands
6. Purchase local brands and internationalise
7. Develop brand extension

Source: global marketing and advertising, Understanding marketing paradox, by Marieke de mooij,2005
 International Brand environment

Internal factors External factors

Business
strategy
Internal Brand expression Brand positioning brand identity brand personality Category
convention

Brand legacy Cultural

Brand perception Brand reputation convention
Marketing
Mix Needs
convention
Brand recognition Brand connection
Marketing
implementation

Source: Review of Beyond Branding by OUBS’ Prof Sally Dibb and University of Birmingham’s
Dr Nina Michaelidou in the Journal of Targeting, Measurement and Analysis for Marketing
 Hugo Boss brand identity prism
Picture of sender

Physique Personality

Externalisation Internalisation Culture

Relationship

Reflection Self-image

Picture of
recipient
Source: The new strategic brand management by Jean-Noel Kapferer,2004
Advantages of Hugo Boss as a strong brand

 Sustainability of Business.

 Differentiating of products line.

 Adding market value for the business.

 Helps to create brand loyalty among the stake holders.

 Easily accessible to a new market.

 The corporate identity as the brand.

 Brand extensions
Parent category Extension perception Extension evaluation

Brand assets Leverage transfer Extension Relevance of

--attributes these
- -Quality
--concept --attributes
- -Affect
• Tangible
- -image
• Intangible
--concepts

--Fit
• Distance Difference from the
• Complement competition
• Substitution

--Difficulty

Source: The new strategic brand management by jean-noel kapferer

 According to the Tauber (1990), there are several distinct types

of brand extension.
 Advantages of brand extension
 Disadvantages of brand extension
 Hugo Boss brand position
 The aim of the brand positioning is to identify and take
possession of a strong purchasing affecting.

 Brand positioning is competition oriented.

 Positioning illustrates the strategic importance of

defining the frame of references.

 Brand positioning specifies the aspects of differences

which crates the preferences and the choice of decisive
competitive advantages.

 Strong brand identity reminds brand name is not only a

matter of functional attributes.
 Brand personality and legal protection

 Brands have become increasingly important in today's competitive

world for both competitors and consumers.

 Brand personality depends on the product quality, service and design

in particularly with Hugo Boss

 Brand is an intellectual property of a company.

 Trade mark law plays an important role in effective brand

management
 Patented works should be marked either Patent Pending(2000) or
Patent registered ( 2000) depending on the point of introduction.
 Example: Hugo Boss is registered company belongs to Germany.
 Brand promotional Activities
 Global brands play a role in society and consumers expect them to use their
influence in a responsible way
 Sponsorship: a key part of raising brand-name awareness and esteem
 Hugo Boss’ social standards:
a) Workers
b) Environment
c) Sustainable partnerships with their suppliers

 Involved in worldwide causes:

a) UNICEF partnership
b) Cancer foundation
 A sports sponsor since 1972
 Passion & performance, talent & technique
a) Leading teams and individual athletes
Sailing, Formula One
b) Global organization ITF and the Davis Cup
 Recommendation
 After analysing on the international brand management
issue of Hugo Boss, there are several Theoritical concept
can be implemented on is strategy.
 The international consumer environment framework can
be a part of the brand expansion.
 Hugo Boss may improve their brand extension strategy
according to the Theoritical frame work.
 Long term brand investment, global branding promotional
activities should be more concentrated for the brand and
product awareness among the customer and the market.
 Summary
Overall, global brand management is a wide concept where various
contents influence each other. Hugo Boss started as a German local
company and achieved to build a strong brand image internationally
recognized.
Brand name is a intellectual property of the company. Although there are
several legal rights relates to this terms.
Hugo Boss were recently forced to change their marketing and brand
promotion strategy to compete with other similar brands. Although there
are some advantages for Hugo Boss to have such a strong brand name,
but in the recent years it has to compete with similar
Product brands in the fashion market.

Berlin Paris
 References

 Arnould, J. C. (2005). A cultural approach to branding in the global market

place. Journal of International Marketing .
 Dibb, P. S. (2005). International Branding environment. The review of beyond
branding .
 Ellwood, I. (2000). The Essential of brand. kogan page limited.
 How global brands compete. (2004). Harvard Business review .
 Jean-Noël, I. S. (2006). Real difference between local and international brand.
Harvard Business review .
 Kapferer, J.-N. (2004). The new Sttrategic Brand management . Kogan page.
 Matthiesen, I. (2004). The Hugo Boss connection achievig global brand
consistency. Harvard Business review .
 Mcdonald, L. d. (2003). Creating powerful brand. Elsevier.
 mooij, M. d. (2005). Global Marketing and advertising. Sage publications.
Thank you