Strategic Brand Building

Fall 2020
Individual Project

30-Year Brand Augmentation Strategy

A brand analysis, executive recommendation and proposed timeline for introducing art patronage as part of a comprehensive strategy to increase brand equity by 2050.

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Aaker's model looks to define the identity of a brand along four dimensions.

Aaker's model looks to define the identity of a brand along four dimensions.

Kapferer's Prism offers a different perspective on brand identity, offering additional dimensions that separate internal from external perspectives along with differentiating between the source (brand) and receiver (audience/buyer).

Kapferer's Prism offers a different perspective on brand identity, offering additional dimensions that separate internal from external perspectives along with differentiating between the source (brand) and receiver (audience/buyer).

Keller's Customer-based Brand Equity model offers another way to understanding brand building through brand identity (salience), brand meaning (performance and imagery), brand response (judgements and feelings), and brand resonance that establishes c

Keller's Customer-based Brand Equity model offers another way to understanding brand building through brand identity (salience), brand meaning (performance and imagery), brand response (judgements and feelings), and brand resonance that establishes community and creates loyalty.

Tribal marketing is seen in brands like Apple and many streetwear brands where, through the four elements, the brand becomes more like a religion for a tight community of loyalists.

Tribal marketing is seen in brands like Apple and many streetwear brands where, through the four elements, the brand becomes more like a religion for a tight community of loyalists.

Density is the untapped potential of a brand that works off selective awareness, nurturing the brand's rarity and exclusivity in order to maintain and preserve its aura. For a luxury brand, too much exposure can "exhaust" a brand's density making it

Density is the untapped potential of a brand that works off selective awareness, nurturing the brand's rarity and exclusivity in order to maintain and preserve its aura. For a luxury brand, too much exposure can "exhaust" a brand's density making it seen as less desirable in the market.

As Sotheby's prepares to become the place for the future collectors of tomorrow, it becomes important to shift it's mental space—who the ideal consumer is—to connect with a younger, more diverse collector and distinguish their contemporary image in t

As Sotheby's prepares to become the place for the future collectors of tomorrow, it becomes important to shift it's mental space—who the ideal consumer is—to connect with a younger, more diverse collector and distinguish their contemporary image in the overall market.

The timeline shows the various milestones to implementing both an upwards and downwards strategy, proposed to preserve overall density.

The timeline shows the various milestones to implementing both an upwards and downwards strategy, proposed to preserve overall density.

Sotheby’s is a pioneer of excellence and integrity, seeking to promote a lifestyle of artistic expression in a global market through uniting collectors with world class works of art, from established to emerging artists. Bet on Better will be a new C

Sotheby’s is a pioneer of excellence and integrity, seeking to promote a lifestyle of artistic expression in a global market through uniting collectors with world class works of art, from established to emerging artists. Bet on Better will be a new CSR initiative undertaken where Sotheby’s channels resources into underrepresented areas and works to scout talented artists of minority groups, providing financial and networking resources, offering a platform to promote their art.