Following my essays, I have decided to rebrand an unpopular and failing footwear company as a high-end luxury brand in order to demonstrate how branding can effect the way products are seen within the market.
My research focus will be based around society and the way we perceive brands in today’s modern world and culture. I have decided to look at how branding can change and manipulate the way brands are accepted into society. Branding is at the heart of a product - advertise it well, and people will buy it. Similarly, get it wrong and your brand can crash and burn.
Crocs is a footwear brand that is renowned for its ‘ugly’ foam boating style shoes. As a brand it is rarely taken seriously and very quickly became an unpopular choice in the footwear world. Internet culture produced many ‘memes’ regarding the shoes and they became an online joke. Since launching, the shoes’ bad reputation has stuck with them and sales have continued to decline. The company requires a complete rebrand in order to help revive their image and improve their reputation.
The rebrand will need to have a fresh, clean look that gives off a whole different image to the current branding, whilst sticking to the company’s original brand values.
The brand wants to be completely reinvented in order to attract more custom and gain a better reputation amongst the footwear market, but stay true to their roots in the process.
Audience-wise, Crocs have a very large market - along with the classic style shoe, they have a large variety of other styles ranging from flip-flops to sandals to boots. Their target market is a large one, with separate women’s, men’s and children's categories. They appeal to all ages and a variety of styles, so the branding will need to be fairly neutral in order to keep the market as open as possible.
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