Billabong International Brand Audit

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nHistory of the Brand

nBillabong International Limiteds main operation is the retailing, wholesaling, distribution, and marketing of wetsuits, eyewear, accessories and apparel especially in the sector of board sport. In this regard, the company has developed a strong brand aiming to boost its marketing strategies (Billabong, 2016). The firm established its brand in early 1970s in Gold Coast, Australia and it has consistently expanded its capacity. Gordon Merchant was the first designer of board short brands, which were produced locally. Similarly, the products were sold in surf shops in the local market (Information, 2016). However, the local products gained huge recognition among the surfers due to their durability and quality. Therefore, in order to meet the customers demand, Gordon decided to expand the firm. Consequently, sponsor competitions were started aiming to raise the awareness of brands to the public (Billabong, 2016).

nThe North Burleigh Factory increased its production to meet the local demands. Soon, its brands hand strong reputation in Australia. In the 1980s, the Billabong brands were introduced in international markets especially in Europe, New Zealand, Japan and California. Billabong embarked on strategies to present its brand in a fashionable manner across the world in order to attract customers (Billabong, 2016). In 1990s, Billabong brands were the leading surf brands in Australia and among the top brands in the rest of the world. In 2008, the firm strengthened its brands through acquisition of other brands such as Tigerlily and Xcel. Through digital interaction, the firm has been able to establish global avenue for brand promotions (Information, 2016). Advancing technology is also playing a huge role in enabling Billabong international branding.

nBrand Elements

nBillabong International limited uses a wide range of branding elements aiming to strengthen it role in global marketing. In this regard, it seeks to utilize relevant elements such as logos, URLs, names, slogans, symbols and characters in its branding. Globally, Billabong has strong brand name in its marketing operations. In addition, it uses other names such as Kustom, Von Zipper, Element and RVCA. Similarly, it utilizes robust brand names such as Tigerlily, Sector 9, Xcel, Palmers Surf, Surfection, Nixon and Honolua Surf to promote it international marketing operations (Billabong, 2016).

nEach of these brand names is used in specific products. For instance, Von Zipper is used to brand various eyewears for snowboarding, skateboarding and surfing while Nixon is specializes in branding for accessories and watch. On the other hand, Tigerlily concentrates specifically for women and girls while Xcel provide products for technical and wetsuit water sports (Information, 2016). Finally, Sector 9 provides brands in both soft goods and hard good for snowboarding, longboarding and surfing. Brand name acts as a crucial sign since it facilitates communications and awareness in branding. In addition, Billabong brand name acts as newscaster of the identity of the product because it conveys critical information to customer (Billabong, 2016). Finally, Billabong offers uniqueness in provision of special surf products.

nBrand Name, Source (Billabong, 2016)

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nBillabong Company also has wave symbols and logos in sporting products, which include footwear, watches and T-shirts. Similarly, the logo encompasses, backpacks, jackets, swim wear and board shorts. Billabongs symbols are also applied in sponsorship agreements. Logos and symbols are also used as marketing tools especially in surfboards (Billabong, 2016). Billabong uses its unique symbols and logos as trademark. Its symbols and logos play an important role in maintenance and establishment of existence in the market. Billabong logos also help to differentiate and identify (Information, 2016). More significantly, these items associate brands with quality and unique products.

nBrand Logo and Symbol, Source (Billabong, 2016)

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nThe company has invested in various URLs in order to enhance its online-based marketing. Since 2009, Billabong Limited uses URL such as Swell.com in the United States for its retail business in board sport through online channels. Additionally, uses Surfstitch.com to facilitate online business and marketing in Australian market. The two URLs helps Billabong company to strengthen its Omni-channel and e-commerce business among its global customers (Information, 2016). Moreover, through these avenues, the company offers exceptional options and experience for the customer. More importantly, customer are given unlimited freedom to purchase Billabong brands when, how and where they want in all parts of the world (Billabong, 2016).

nRecently, Billabong Company used successful slogans in its marketing campaigns. For instance, it used the slogan “I Surf Because” which was aimed at informing its customers that the firm was committed to surf culture (Billabong, 2016). The slogan was used as a campaign tool in billboards and print media concentrating on desire for surfing among the surfers via isurfbecause.com. The website stage helped its customers to engage with the products (Information, 2016). The slogan permitted customer to select images and videos and customize them to show the reasons why they surf. The slogan “I Surf Because…” was very beneficial to provide individual testimonials on their surfing. According to Kotler & Keller, (2015) slogans connect a persuasive message concerning Billabong brand. They also assist customer to understand the brand meaning and sum up the advertisement theme (Kotler & Keller, 2015).

nBillabong Slogan, Source (Billabong, 2016)

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nBillabong has also used character in its ads, which act as unique brand symbol. For instance, it has used Andy Irons in some of its advertisement since he was a surfer expert in America (Billabong, 2016). The brand character used in the company is used to gain customers attention in it promotion activities. Moreover, brand character is used to help the firm to enter a new market and to convey its product advantages (Billabong, 2016). In this case, Andy is used as Billabong character to create awareness among the customer and capture their attention.

nBrand Characters, Source (Billabong, 2016)

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nMarketing Communication

nMarketing communication refers to all type of media and messages designed to communicate and connect with the existing market (Kotler & Keller, 2015). Billabong combines a variety of marketing tools and channels in marketing communications towards the market. in this regard, it uses Product, Promotion and Price to facilitate selling of goods.

nProduct

nBillabong has a wide range of products in America, Europe and Australia. For instance, in America and Europe there are approximately 1000 product lines while in Australia there are more than 2200 varieties (Billabong, 2016). In this company, board shorts are the main products especially in the beachwear. Other products include wetsuits, jewelries, watches and swimwear. They also offer skateboards, sunglasses, beach marts, towels, thongs, caps, belts, and wallets (Information, 2016). Other common products include backpacks, and T-shirts, dresses, skirts, pants, hats, vests and rash guards.

nPrice

nBillabong offers affordable products, which conform to the price that customers are willing to pay. The price of the products covers the cost of transport, labor and manufacturing process (Billabong, 2016). Similarly, the price also reflects the quality products aiming to sustain their durability in tougher conditions. Various prices are applied determine the design, material quality and current market price (Information, 2016). Due to competition, Billabong uses pricing strategies to entice more users of products. However, the company rarely uses discounting

nPromotions

nIn the United States, Billabong among the top brands while in Australia it the leading brand. Several of unique strategies, appropriate to its target population are applied to promote and communicate different Billabong products (Billabong, 2016). The firm uses international branding strategy to meet the needs and desires of its customers since it is committed to a reliable image. Its main brands include, Xcel, DaKine, Tigerlily, Nixon and Element. Moreover, if offers Billabong sports and apparel products. It also uses popular athletes across the world in its promotion strategies. Some of these athletes include Burrow Taj, Joel Parkinson, Egan Luke and Occhilupo Mark. It also sponsors major skate, snow, surf sports completion in the world such as Billabong Pro in Brazil (Information, 2016). Billabong uses Online and e-commerce promotions especially among the teens.

nAssessment of Brands status

nBrand of any company is one of the most important asset hence it should be constantly assessed. Brand Marketing Models such as Brandz, Brand Asset Valuator and Brand Resonance Model can be used to determine the status of Billabong brand equity. Brand Asset Valuator Model (BAV) uses four factors of brand equity (Kotler & Keller, 2015). First, the BAV suggest differentiation which determines the level at which others people view the Billabong brand. Relevance determines the width of Billabong brand while esteem determines the extent at which Billabong brand is respected. Finally, knowledge measures the level of intimacy and familiarity among Billabong customers. Therefore, Billabong company should use Relevance and Differentiation to assess its Brand Strength. Moreover, Knowledge and Esteem should be used to assess the Stature of the Billabong Brand (Kotler & Keller, 2015).

nBrandz model suggest that brand establish encompasses successive stages in ascending direction. First step is presence, which assesses whether Billabong company understands its brand. Secondly relevance step seek to know whether Billabong brand offer benefits to the company (Kotler & Keller, 2015). Thirdly, performance step determine the ability of the Billabong brand to deliver required benefits. Fourth, Billabong company should assess whether its brand provide more advantages than others do. Fifth, bonding step assesses the ability of Billabong brand to compete with others (Kotler & Keller, 2015).

nAccording to Brand Resonance Model, establishing a brand involves sequential and ascending stages from lowest to highest level. The first stage in assessment of Billabong brand involves recognition of brand with users of its products (Kotler & Keller, 2015). Therefore, Billabong should assess the association between the product and emotions of customers. Secondly, determine the meaning of the Billabong brands among the customers by relating the intangible and tangible aspects of the brand. Thirdly, it encompasses producing responses from Billabong company based on feelings and judgments related to billabong brand (Kotler & Keller, 2015). Lastly, the responses should be converted to establish loyalty association between Billabong Brands and its customers.

nRecommendations

nBillabong Brand is very important for the company since it plays a role in successful marketing. Therefore, the firm should be determined to improve the brand equity through strengthening its brand. Specifically, the firm should enhance brand identity by establishing brand awareness, which is strategically connected to the brand symbols, logos, name, characters and slogans (Kotler & Keller, 2015). More importantly when selecting brand elements Billabong Group should create unique, favorable and strong brands linkages, which would produce constructive feelings and judgment among its customers. Moreover, it is essential for Billabong to establish brand elements that can suitably communicate message related to the brand as well as differentiate it from other brands. However, then selecting a brand, Billabong Company should pay close attention on its adaptability, transferability, meaningfulness, and memorability. The organization can realize brand equity by developing distinctive and memorable brand element, which will facilitate easy and quick recall and recognition (Kotler & Keller, 2015). Moreover, Billabong should to use brand elements that are expressive to deliver persuasive or descriptive message. Most significantly, the descriptive aspect should be enhanced since it influences the salience and awareness of the brand (Kotler & Keller, 2015). In other words, Billabong company limited should initiate strategies to enhance its brand aiming to succeed in international marketing.

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nReferences

nBillabong, (2016). Billabong – Select your region. Us.billabong.com. Retrieved 14 June 2016, from http://us.billabong.com/global_home.htm

nBillabong, (2016). Billabong Biz : Behind the Brand – Investors – Investors Home. Billabongbiz.com. Retrieved 14 June 2016, from http://www.billabongbiz.com/phoenix.zhtml?c=154279&p=irol-irhome

nInformation, B. (2016). !company_name! | Company Profile from Hoovers. Hoovers.com. Retrieved 14 June 2016, from http://www.hoovers.com/company-information/cs/company-profile.Billabong_International_Limited.fde9c1ecb82ae950.html

nKotler, P. & Keller, K. (2015). A framework for marketing management. Upper Saddle River, N.J.: Prentice Hall.