Australian Gold Brand Analysis - 1660 Words

Landscape and Brand Analysis: Australian Gold Background Australian Gold is one of the fastest-growing sun care brands in the United States.2 Owned by New Sunshine LLC it was founded in central Indiana 26 years ago.3 Australian Gold is â€Å"sold in more than 50 countries [worldwide and] is recognized by its mascot â€Å"Sydney† a koala bear riding the waves on a golden brown surfboard†.5 The company’s headquarters is located in Indiana but they also have a â€Å"research and development lab and a manufacturing facility in Tempe, Arizona† as well as a distribution center in Tampa, Florida.3 SWOT Analysis Strengths * Global brand * Sold in more than 50 countries worldwide5 * Recognizable mascot, â€Å"Sydney† the koala5 * Brand history,†¦show more content†¦This helps to promote brand loyalty and increases sales.9 Australian Gold has created value through the extensive training that they provide for tanning salon employees. By doing this employees can clearly and effectively communicate the benefits of Australian Gold’s products. This is the primary form of advertisement for the brand and helps to contribute to the brand experience. Finally, Australian Gold is focused on producing quality products for their consumers. This is another reason that they keep a close eye on product diversion. They only want authentic products on the market because they don’t want their brand to be misrepresented. Brand Equity Australian Gold was â€Å"the official sun care sponsor of the 2011 MISS UNIVERSE pageant†.2 Sponsorships like this have helped to give the brand a â€Å"certain cachet, a prestige really not found within the category†.2 This sponsorship has helped to showcase the brand. They also partnered with Donald Trump’s show Celebrity Apprentice where the celebrities were â€Å"charged with creating a marketing event for Australian Gold†.4 This sponsorship allowed the brand to connect to their audience â€Å"in an entertaining, modern and memorable way†.4 Through these two sponsorships Australian Gold has not only exposed their brand to new market segments but they have also strengthened their position as a market leader in the minds of their consumers. Brand Elements Australian Gold is well known globally, it’s sold inShow MoreRelatedFactors Affecting Hotel Hotels : A Key Reason For Economic Growth Essay1501 Words   |  7 PagesProfitability Factors: In addition to above factors in hotel industry in Gold Coastal Hotels, profitability factor also plays a vital role for Hotel Hilton. In addition there are a number of substitute products and services in the hotel industry which takes actions to make differentiation and uniqueness among competitors. 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