02-09-2017, 11:44 AM
Ray-Ban® is a classic brand that has evolved over decades. Introduced in 1937 at Bausch & Lomb, the purpose of launching Ray-Ban® was that pilots had a difficult time while flying planes and needed something to protect their eyes from strong UV rays. In 1999, the brand was sold to the Italian group Luxottica for $ 1.2 billion.
The brand has come a long way and has used various marketing strategies to build its image. Ray-Ban® sunglasses are popular with people of different lifestyles, whether young or old, movie stars, music lovers, etc. The main USP is protection against harmful UV rays, the sunglasses are elegant and wearable with any equipment at any occasion. There are two main strategies for marketing Ray-Ban®: (i) to have an impact on the public based on their motivating factors, and (ii) to use brand history in building their current image. Based on these strategies, Ray-Ban® has positioned itself in the market in such a way that it remains strong with even more expensive brands.
The brand has come a long way and has used various marketing strategies to build its image. Ray-Ban® sunglasses are popular with people of different lifestyles, whether young or old, movie stars, music lovers, etc. The main USP is protection against harmful UV rays, the sunglasses are elegant and wearable with any equipment at any occasion. There are two main strategies for marketing Ray-Ban®: (i) to have an impact on the public based on their motivating factors, and (ii) to use brand history in building their current image. Based on these strategies, Ray-Ban® has positioned itself in the market in such a way that it remains strong with even more expensive brands.