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.