The premise: conduct a multiphase brand audit in order to identify problems facing a brand of choice and provide realistic solutions.
My team discovered, analyzed and summarized the brand’s current situation (competitive frame, key branding elements, and positioning). We conducted in-depth interviews with target market consumers to identify brand associations and assessed their strength using a laddering technique. We developed, fielded and analyzed a survey that probed brand challenges, Consumer-Based Brand Equity, and the team’s brand development recommendations. Lastly, we compiled our findings in a final report and presented an executive summary to the class.
The result: our team scored the highest in the class, even scoring a perfect 100 on our presentation.
2. 2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
record label
founded by Kanye
Featured on “A
Concert for
Hurricane Katrina
Relief”
Appeared on
the cover of
Rolling Stones
Interrupted Taylor
Swift’s VMA
speech
DW Kanye
West fashion
premiered
Married Kim
Kardashian
Yeezy Season
1 premiered
Becomes co-owner
of
1990
1999
2000
3 43 2 2 4 3
Experimented
with recording
studio
First production
with rap group,
“Go-Getters”
Produced for
Roc-A-Fella Records
(Jay-Z, Ludacris, Alicia
Keys, Janet Jackson)
1st solo tour
Headlined
Historical Perspective
2
3. Genuine Music FansFashion Forward Status Seekers
• Millennial audience
between the age of 18-
34
• Men and women
• Ethnicity: White, Hispanic,
Black
• Geography- global brand
with massive US presence
• Multi-platform creation
appeals to the masses
• High disposable income
• Desire to have the most premium
goods available
• Vast knowledge on what is
socially relevant
• Follow fashion trends and
popular culture very closely
• Expensive lifestyle
• Upper class
• Desire to be young and relevant
• Loves Kanye’s music
• Connects with Kanye’s lyrics about
struggle and overcoming obstacles
• Students or young adults
• Enjoys partying
• Desire for great fortune
• Interested/follows in other related
artists
• Active on social media
• Interested in mainstream
entertainment
Target
Market
4. Frame of
Reference Hip hop artist and entrepreneur Hip hop artist and pop culture icon High-end luxury fashion industry
Point of
parity
21 Grammy Awards, 3 million user
company, albums available on
streaming services
1 Grammy Award, albums available
on streaming services
Fashion line sold in over 100 stores
including big retailers like Barneys
Point of
difference
Top of mind rapper for 21st century
rap listeners
Kanye is more visible in the media
due to his presence
Content of music differs. Kanye’s
music revolves around the struggle of
growing up with a hard life and
becoming successful, while Drake’s
revolves around heartbreak
Balmain offers rich embroidery and
beading
Kanye’s fashion line offer more casual-
any-situation fashion
Jay Z Drake Balmain
4
Competitive Frame
4
5. Current
Market
Situation
Market Dynamics
● Hip Hop album sales dropped
about 25% in from 2014-2015
● Hip Hop and R&B industry
experienced a 54% increase in
streaming
● Album sales for all genres fell by
11.2%, about 257 million units 5
Opportunities
● Promotion and interaction with fans
on social media
● Use of digital marketing and art to
promote music and fashion
● Leverage fashion brand through
hip hop and media influence
48% 22.9% 18.7% 6.13%
Concerts Endorsement
Deals
Album Sales Investment
Income
Sources of Net Worth
Threats
● Digital streaming outlets
● Music piracy
● Many strong competitor in
music and fashion industry
6. Positioning
FOR
Genuine Music Fans interested in hip hop
music
Fashion Forward Status Seekers with a
desire to achieve a high social status
KANYE WEST OFFERS
Catchy, meaningful and innovative rap music
from both himself and his signed artists
Premium, exclusive fashion products with
high social relevance
AMONG
Other hip hop musicians such as Drake,
Future, and J Cole
Other luxury designers such as Louis
Vuitton and Balmain
BECAUSE
Of his 7 platinum albums, 21 Grammy
awards and elaborate sold out live
performances.
Constant media presence, pre-existing
extreme popularity and social influence.
8. Marketing Mix
Product Place Price Promotion
Music
College Dropout,
Graduation, Watch
the Throne, The Life
of Pablo
Large retailers like
Wal-Mart and
Target, music shops,
Tidal, Apple Music,
Spotify, personal
KW website
Albums start at $20
Radio Interviews,
Previews at Fashion
Show
Live
Performances
Tours, Festivals,
Award Shows
Worldwide concert
venues, ACL, VMAs
Concert prices range
from $60 to
thousands
Pre-sale tickets,
Radio Giveaways,
Push Through Ads on
Ticket Selling Sites
Fashion line
Adidas Yeezy’s
Collab and Yeezy
Seasons 1-3
Adidas
website/stores,
yezzysupply.com
and specialty ecom
Footwear from
$300-500 and basic
clothing essentials
start at $200/piece
Fashion shows during
fashion week,
Kardashian
association,
Business
Ventures
Tidal
Desktop and Mobile
Application
$19.99/month/user
Concerts with Tidal
Performers who are
also Co-Owners
14. RESONANC
E
JUDGEMENTS FEELINGS
PERFORMANCE IMAGERY
SALIENCE
Customer
Based Brand
Equity
• Trendsetter
• High quality products
with high demand
• Large fan base
• 7 Platinum albums
• 21 Grammy awards
• Products aren’t readily
available for sale
• Products are seen as too
expensive
• Products aren’t unique
19. #1
With part ownership in Tidal, along with the
widespread use of music streaming services, how
can Kanye leverage his brand image to increase
album sales and revenue?
Album Title
Year
Released
Sales
Price per
Album
Revenue
20. #1
With part ownership in Tidal, along with the
widespread use of music streaming services, how
can Kanye leverage his brand image to increase
album sales and revenue?
Offer special promotions
through TIDAL that increase site
membership, streaming of
Kanye’s music, and fashion
brand awareness
21. #2
Millions and millions of dollars invested in the
fashion industry without a manufacturing and
distribution plan being implemented.
22. #2
Millions and millions of dollars invested in the
fashion industry without a manufacturing and
distribution plan being implemented.
Brick & mortar stores
Retail distribution strategy
NYC LA
23. #3
How to improve brand image to appeal to a wider
crowd and continue to grow consumer base?
Kanye West is the personification of a
Louis Vuitton trash bag filled with last
month’s potato salad. –Survey Respondent
Annoyance. –Survey Respondent
Ugh. Douchebag. –Survey Respondent
He’s a jackass. –President Obama
“
“
24. #3
How to improve brand image to appeal to a wider
crowd and continue to grow consumer base?
Increase interactions &
publicity with fans and
organize philanthropic efforts
around personal life