The Effectiveness of the UGG Brand Management Research Paper - 1

The long suit of the UGG Brand Management - Research Paper ExampleThe history of UGG registered trademark of Australia began in 1978, when Brian Smith, a upstart surfer, introduced his sheepskin 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 two boots, four slippers, and a few casuals. It was yet 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 matching 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 promise of UGG is an accessible luxury. Their products fit into the everyday purport of the customers. Their products are fashionable, comfortable and yet attainable and that explains their philosophy. The target customers are those people who value luxury, comfort and highest musical note 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 prime minister brand in luxury and comfort. UGG has their concept stores in North America, Europe, and the Asia Pacific. Apart from that they do their own trustworthy retailers and authorized online retailers almost all over the world (UGG, 2011). Todays world is flooded with brands. We have witnessed the branding of almost everything around us including people. Even places, institutes, events, literally everything is branded.