Customer based brand equity :

1) Brand Salience :
A) Brand awareness: It refers to customers ‘ability to recall and recognize
the brand under different condition and to link the brand name logo
symbol and so forth. For MNG –

Brand name : MNG by Mango, MNG, Mango.

This brand name is easy to remember but confusing because so many
names. And the names do not suit with the product because mango is the
name of fruit but it is included in fashion industry. Name is not unique, not
so different and charming at all.

URL : www.mango.com . the URL is nice and colorful, have some nice
graphic, relevant information. But que me pongo by mango- this link is
really annoying. Visitors can go back in the same web page. They have to
open a new window again.

Logo:

Jingle : Have several nice and mind blowing jingles which is available
on www.irishmusic .com.

Packaging: Mango goes green for packaging.

Mango has a container and packaging waste prevention plan in
place, which has been approved by the company administration. The
following actions have taken place so far within the framework of this
plan:
They have minimized the thickness of the boxes down to the
technical limit that prevents breakage and crushing.

They have also minimized the individual packages for garments

and accessories in terms of dimensions and density, while retaining their
capacity to avoid breakage and to be processed by the distribution
machinery.

They have minimized the size of the labels, to just the size that
allows them to be read correct. It is worth noting that all internal
shipments are made using reused boxes.
 It is also worth pointing out that all the boxes used are made with 100%
recycled material.
To facilitate recycling, all these als are paper-based, eliminating any
metallic elements (staples, etc.)
Finally, our organization adheres to the waste and packaging
management systems established in the different countries in which we
operate (green point systems and others)

B) Product category structure: men and women fashion product.

Accessories Clothing

Jewelries bags watches perfume

Women’swear for parties sportswear For casual women

formal men’swear

c) Strategic implication:
This means that the brand must not only be on the top of the mind but it must also
do so at the right time and places. That’s why it has the stores almost all the major
cities in the world which is also its purpose to be in all major cities in the world.
Some stores r open from 8 am to mid night. The stores opening and closing depends
on the timing of that market and country also. These stores are situated in major
shopping complex of major cities. Such as , in Thailand , it is in Siam Paragon
shopping mall in Bangkok.

Mango opened its first store in 1984, in Barcelona. The company now has some 600
stores in Europe, about 250 of those in Spain. The chain is the second-largest
exporter in the Spanish textile sector, behind Zara's parent, Inditex. Last year
Mango posted about $1.65 billion in sales, up nearly 10 percent from 2005. The
chain generates roughly 75 percent of its sales outside Spain. On average, it opens
about 150 stores per year. Unlike H&M and Zara, Mango is privately held.

Stores in US:
Mango's U.S. stores will range from 4,000 to 8,000 square feet (5,000 square feet
on average). In Europe Mango stores measure between 8,000 and 10,000 square
feet, with some being as large as 20,000 square feet. Gomez says the decision to
locate primarily in malls rather than street-front locations is the main reason for the
size discrepancy. "Most of our locations in Europe are larger street-front stores," he
said. "We are targeting some street-front locations in the U.S., but America has
more of a mall-based shopping culture, so that's where we need to be."

Mango has a mix of franchised and corporately owned stores. The chain says it is
aiming for a ratio of 70 percent franchised and 30 percent company-owned stores in
most markets. Currently, seven of Mango's 12 U.S. stores are franchises. Franchising
is one way for a private company with limited capital to expand, Davidowitz says.
The downside is that this can lead to inconsistency and quality-control problems
that can damage the brand. Mango says it can mitigate that risk by maintaining
some company-owned stores. "The corporately owned stores give us a direct
connection to the market, and we can see firsthand what's going on and what
problems we're encountering," Gomez said.

2) Brand performance:
A) service effectiveness :Mango shops make that clothes according to
size provided by customers.
B) Service efficiency : When the customers choose the size, style and
colour, the shop made it at once for them.
C) Service empathy : they are caring for customers who wants to buy
their product but not for others who are looking for some information.
For online orders they put many information in the website
www.mangoshop.comwhere people can set their order. This website answers
almost every question that comes to customers’ mind when they want to
purchase online.

Service in Stores

One of organization’s priorities is service to customers, including advice,

suggestions, complaints etc and also obtaining customers’ opinions on offer so
that they can adapt to their tastes and requirements.

Customer service is provided in the stores directly through their specially trained
personnel. This training (theoretical practical) is focused on the areas of customer
service policy, the offer, merchandising, trends, the company’s philosophy etc.
The training is always adapted to the employee’s role.

They are very aware of the fact that store personnel have to face the daily
challenge of offering an excellent service.

Service from Central office

Our central offi ces include a specialized customer service department to respond
to any enquiry, problem or suggestion. Requests are dealt within Mango’s five
official languages: Spanish, English, French, German and Catalan.

In 2006, a total of 58,800 requests were handled. The main means of

communication used were as follows:
Fax / letter Via chat Telephone calls E-mails/Websites
4% 15% 38% 43%

The source of these enquiries varied: direct from customers, from stores, form
head offi ce staff, etc. The main themes were as follows:

Suggestions Congratulation0s Complaints

Request for information
1% 2% 20%
77%

In addition, numerous calls were received from students: 377 in the year
2006, requesting information about Mango for research projects. Mainly these
were design, marketing, advertising, economic science and business students.

Materials :
Manufacturers’ raw materials

All suppliers of finished products receive written instructions from MANGO on

the legislation with regard to the use of products and substances in the
manufacture of the raw materials that they acquire. Once production is
underway, we monitor these substances by means of exhaustive control of the
same in all our articles. This verification process is carried out through the
selection, on the part of our organization, of certain garments and/or accessories
from each reference, in accordance with established statistical criteria, and
sending these to the laboratory for comprehensive analysis. This laboratory
issues a certificate for all our articles (1).
In this system, the selection of references for analysis is always carried on
final production garments and accessories, since changes in the fabrics and their
components and the materials acquired by the supplier can occur during the
design process and initial production trials. The aforementioned instructions for
suppliers include substances that are both regulated and unregulated by the laws
of the various countries. The latter are included as recommendations, given that
reports and specialized studies have classified them as being potentially
hazardous under certain conditions. Monitoring and control is also carried out on
such substances, in the same way as with regulated substances, in
accordance with specific c statistical criteria.
 During the 2006 financial year, of the garment and accessory collections
manufactured, the following incidents were detected:

Azoic dyes (arylamines) - 12 cases

Formaldehyde - 4 cases
Phenolic compounds - 4 cases

In 100% of cases the garment or accessory was withdrawn from the collection
and no longer sold. In cases where manufacturers provide Oeko-Tex certification
for certain garments or accessories, the analysis described for this type of
production is not carried out according to the information below:

Raw materials in production workshops

Unlike the previous system, since our organization acquires the raw
material directly, we ask our suppliers for Oeko-Tex certification for all textiles.
Said certification is issued laboratories in each country authorized by the Swiss
organization Oeko-Tex. Once said certification has been obtained, we send the
raw materials to suppliers for manufacture.
It is worth noting that Oeko-Tex involves a much more extensive control
than the one envisaged in the legislation of the various countries, since
monitoring is carried out on a greater number of substances identified by this
organization and because of the application of lower tolerance limits than those
envisaged in the legislation in certain substances.
It should also be pointed out that Oeko-Tex is the most prestigious and
demanding international reference in the research, identification, evaluation of
tolerances and control of hazardous substances in textiles (further information is
available at www.oeko-tex.org).
No incident has been detected in 2006 with this system since we do
not accept any raw material without this certificate.

Price, style & design –

The stores are set to open in major metropolitan areas, where Mango's
style is likely to be well received, says Jose Gomez, vice president of
international business development. Mango targets women 18 to 35, and both
its casual and its dressy lines range in price from $20 to $250. "Our style is for
the young urban woman who knows the latest trends and with little direction can
create her own look," Gomez said. "Our collections are coordinated, so we can
dress a woman from 8 a.m. to midnight." "Fast fashion has revolutionized
American apparel retailing," said Howard Davidowitz, chairman of Davidowitz &
Associates, a New York City-based retail consulting and investment banking firm.
"Speed is the heart and soul of the apparel chain business, because who has
something first matters a lot in fashion. Consumers want the newest thing, and
they want it now.

Mango says it can move items from the design stage to the stores in
three to six weeks, depending on the complexity of the merchandise, which is
considerably swifter than the industry average of nine months. But please don't
call it fast fashion, pleads Gomez. "It reminds me of fast food, and that has
negative connotations," he said. "I call what we do 'speed to market.' We have
fresh products in our stores every week. And we're not just delivering one piece
here, another there - we're actually creating whole new styles on a regular
basis."

Affordable prices help encourage frequent repeat business. "The clothes

are inexpensive enough that customers can keep coming in, keep spending and
keep up with all the latest trends without blowing their budget," said Faith Hope
Consolo, chairman of the retail leasing and sales division of New York City-based
Prudential Douglas Elliman. "As a result, this segment of the market does
tremendous volume."

Sophisticated and edgy, MNG by Mango offers the hottest European

fashions in a sleek, easy-to-browse setting perfect for today's busy travelers.
Designed for the modern woman, styles range from classic basics such as simple
tees, trousers, jeans and trench coats to swimwear, elegant evening dresses and
avant-garde ensembles. Many pieces of the seasonal collections are limited
editions.
"Bright colors in fitted styles and more sophisticated pieces in black, white
and khaki appeal to SFO travelers who make room for style in their suitcases,"
said Nina Lundgren, travel retail director, international expansion for Mango.
"From dress up to dress down, women will always be fashionable in something
from MNG by Mango."

The store's dramatic and exciting interior maintains the understated

elegance and well-known style of the brand. Chic mannequins dressed in eye-
catching outfits draw customers into the sleek, contemporary black and white
interior space at MNG by Mango.

3) Brand Imagery:
Brand imagery is the way people think about a brand abstractly in
other way how this brand meets customers psychological and social needs.4
main factors :

a) User profile : ( who uses the brand)

 Men and women, age between 18-35.

b) Purchase or usage situation: Under what condition they can and should
buy the product.

Fast-turnaround retailers are able to refresh their inventories more

quickly for several reasons. First, they tightly control production and distribution,
often keeping these functions in-house, or at least outsourcing them to a lesser
extent than many U.S. retailers do. They also produce items in smaller batches,
creating scarcity that prompts customers to make snap purchasing decisions to
get the items they want. And by clearing out limited quantities quickly, the
companies can respond immediately to the latest fashion trends and stock the
next must-have items.

"Fast-fashion retailers have single-handedly changed the mind-set of

the American shopper," said Jane Hali, vice president and director of retail and
merchandising consulting at Coleman Research Group, New York City.
"Americans used to wait until items went on sale to buy them because stores
had such large quantities of each item. Now shoppers know that the item they
want isn't going to be in the store for very long, and they better buy it now,
because it's not going to be there the next time they come in."

c) personality and values : Mango represents excitement( imaginative and

up-to-date), sincerity ( honest and cheerful), sophistication ( upper-class
and charming)

How does this personality et formed?

Since its early days, MANGO has worked with top models. They have
been the brand’s image in each season and some became highly identified with
MANGO in Spain, as was the case with Claudia Schiffer, who featured in all the
campaigns from 1992 to 1995.
The 90s were the years of the supermodels and MANGO featured many of them on
the covers of its catalogues. Naomi Campbell, Christy Turlington and Eva Herzigova
posed for the top photographers and flooded the city streets thanks to MANGO’s
campaigns.

The new century brought some of the most unforgettable MANGO

images, with campaigns with Maja Latinovic, Inés Sastre, Karolina Kurkova and
Milla Jovovich. We also repeated our previous success with Claudia Schiffer.

More recently, new generation celebrities such as Lizzy Jagger, Alice

Dellal and Dakota Johnson have featured as our radiant cover girls. Some renowned
actresses and models such as Elizabeth Hurley and Lauren Hutton have also
collaborated with us.

d) History and heritage: (past and certain noteworthy event)

In 1998, Mango position itself as Spain’s 2nd largest textile
exporter.

In 2006, Spanish retailer Mango have launched a new international

fashion competition aimed at design entrepreneurs. known as El Botón (The
Button), the idea behind the Mango Fashion Awards is to help those designers who
have started out in the commercial world to grow into a flourishing label.

4) Brand judgment:
Brand judgments are customer’s personal opinion about
and evaluation of the brand which consumer form by putting together all the
different brand performance and imagery associations. 4 types are
particularly important:

A) Brand quality: though people have different opinion about service

but most of them have positive and good opinion about relative low price,
product quality , changing design and style, and convenience.

B) Brand credibility: brand credibility describes the extent to which

customers see the brands credible in terms of 3 dimension:

Perceived expertise: Mango is one of the market leader and it is competing

with Zara, Topshop, H&M.
Trustworthiness: people have a trust about the quality and price.
Brand likeability: Though people consider about other brand they still feel
fun and excitement about Mango product.

c) Brand consideration: If people consider the brand for possible purchase or

use. As a market leader Mango have consideration of consumers for
purchase beside Zara , TopShop and H&M.
d) Brand superiority: this is not unique brand than others. It may be different
in different countries, in different shops, in different style or design and
different service but to think about it overall it is not superior to other
brands.

5)Brand feeling:
Brand feeling is customer’s emotional response and reaction to
the brand.

90% sales? Zara? MNG? Topshop? Like.. Oh wow

 Posted by: icedeyez87starlight on: May 31, 2007
In:| Friends| Fun| Shopping
Comment!

We heard about this warehouse sales.

90% sales for zara,mng, all the wonderful brands
in the end.
BIG BIG SIGN wif a $29.90 sign.
And below it in small letters, $34.90 for non-members
And the clothes were like. Rags?
So fuckin’ disappointing. Seriously.
I went there with Azira and Kamini and we were super pissed!!!
Sangeetha came only at a later time and so the 4 of us headed down to Bugis
street to ease our disappointment and get something nice. lol
So shopped around Bugis Street lor~
Managed to get a pair of grey jeans WHeE =P
Definitely more worth it than the stupid warehouse sale which doesn’t even
seem like one!
Sita Shenes and sita’s sister were there as well but we got seperated
during our shopping spree and reunited for dinner at QIJI… awesome nasi
lemak they have there!

Misty Says:
October 20th, 2006 at 7:21 pm
I voted Mango because not only they have branches in big cities of
Philippines but they do have also a lot of branches in different cities of
Europe! which definitely means very accessible shops! Guess how many
shops they have in Germany? All cities you can imagine! (not less-than 20!)
Unfortunately Zara has atleast 3 shops i am aware of (in the whole of
Germany though). I go ga-ga over their sale season as the prices go lower
than the prices in manila! I guess the 50k (Euro 800) GC from the genie will
get a long way here.

So, here we can see different people have different brand feelings. Some feel
positively some feel negative. It depends on the perception, condition, selling
items and attributing as well.

6) Brand resonance:
It describes the nature of relationship and the
extent to which customers feel that they are “in sync” with the brand.

a) Brand loyalty:
 lala abes Says:
October 22nd, 2006 at 9:07 pm
I’d still go for MANGO!!!! MANGO!!!
Comfort. Style. Fit.
I always get noticed when I’m in my best MNG wear.
I think some clothes in Zara are for the professionals, simply working people.
Not so alluring and appealing. Although, I love the clothes in their kid’s
section. Fits my niece.
As for TOopshop, I just like their short skirts. But the tops are quite for big-
sized women.
One can never go wrong with MNG– whether its just a simple plain shirt.
b) Brand attachment:
Paolo Says:
October 22nd, 2006 at 9:20 pm

Mango of course! It fits my wifey perfectly! She spends more than a

hundred thou every year for MNG.
C) Brand community: There are no exact or specific online community
forming. But there are some online communities who like to write about Mango
products. Such as- Facebook, ShopCrazy, Fragrentica, etc.
D) Brand engagement: Barcelona, 29 April, 2008, MNG has launched
fashion design contest “el Bolton” to promote and drive the introduction of new
designers
Explaining how Mango did not want to be chasing big name designers like
so many high-street retailers, or promoting graduate talent which is already covered
by so many awards, creative director Ricardo Agostini described the competition as
"an original niche… an award that will focus on entrepreneurs, people who have
already been brave". The requirements for entry include already having sold at least
one collection commercially and having designed at least two previous seasons
collections.
El Botón wants to be seen as a credible award and so is offering a
€300,000 prize with no obligation to design subsequently for Mango. The
competition wil take place every 18 months and is being backed by five of the top
European design schools; Central Saint Martins in London, the Institut Français de la
Mode in Paris, Istituto Marangoni in Milan, the Royal Academy of Fine Arts in
Antwerp and the Escola Superior de Disseny in Barcelona - so the entry standard
will no doubt be pretty high.
A website launched for the competition is available in six languages and includes a
downloadable application form- making it easy for any young international designer
to participate- and with such a hefty amount to win they would be crazy not to.
A clever idea by Mango- not only will they get some great press and their pick of
the top business-savvy design minds to top up their creative teams with but, thanks
to all the universities involved they also get an endless supply of interns!
Those who are engaged in this event directly or indirectly shows their preference for
the brand in terms of brand resonance.

So, here we can see different people have different brand feelings. Some
feel positively some feel negative. It depends on the perception, condition, selling
items and attributin as well.