The Effectiveness of the UGG Brand Management Research Paper - 1

The Effectiveness of the UGG Brand Management - Research Paper ExampleThe history of UGG registered trademark of Australia began in 1978, when Brian Smith, a young surfer, introduced his diploma boots in California and became popular among surfers. It was acquired by Deckers outdoor corporation in 1995. In the next couple of years, the product line grew to include cardinal boots, four slippers, and a few casuals. It was only in 1998 that UGG came in the list of the worlds finest footwear. UGG was positioned as the high-end luxury product and brand and a co-ordinated appropriate marketing and distribution strategy were adopted. This high-end product, the symbol of luxury and comfort, soon started expanding beyond Australia and beaches of California. In 2003 it was named brand of the year in footwear news. The brand bid of UGG is an accessible luxury. Their products fit into the everyday life of the customers. Their products are fashionable, comfortable and yet attainable and th at explains their philosophy. The target customers are those people who value luxury, comfort and highest flavor footwear. The quality is ensured by using the highest quality of leather, suede and the worlds finest sheepskin. Their mission statement is UGG Australia markets the premier brand in luxury and comfort. UGG has their concept stores in pairing America, Europe, and the Asia Pacific. Apart from that they have their own authorized retailers and authorized online retailers almost all over the world (UGG, 2011). Todays world is flooded with brands. We have witnessed the stigmatisation of almost everything around us including people. Even places, institutes, events, literally everything is branded.