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Full-Text Articles in Business
Athleta: How Innovation Can Work With Marketing, Francesca Schorer
Athleta: How Innovation Can Work With Marketing, Francesca Schorer
Graphic Communication
The purpose of this study was to benchmark the branding methods utilized by the athletic wear brand, Athleta, as compared to its competitors in the athletic apparel industry. Once the benchmark methods have been identified, I would recommend that Athleta implement them into their current marketing channels. There was in-depth research done upon the overall industry environment that Athleta is operating in, recent trends and innovations done by their competitors, and the innovations that are being done by Athleta itself. There were also multiple interviews conducted with an Athleta employee to gain deeper insight into the brand as well as …
The Quincy Brand, Jessica Pelton
The Quincy Brand, Jessica Pelton
Graphic Communication
The purpose of this study was to find how to effectively brand the Quincy brand by designing multiple platforms that will communicate the company’s intended message to the consumer. After researching the Western industry, designs were created for the brand based on the company’s target market and intended product. Designs were created for a logo, package, and website. A survey was conducted to determine which designs most effectively represented the company and appealed to the consumer. The results of this study can be used to develop Quincy into a distinctive and established brand in the marketplace.