Reference no: EM132239557

Answer the following Question :

Choose one of your favorite brands, and respond to the following questions: What mental image should the brand stimulate today and in the future?

In what product classes is the brand competing today? Could this change in the future? Explain.

Please include the name of the person or question to which you are replying in the subject line. For example, "Tom's response to Susan's comment."

ALSO PLEASE REPLY TO ANOTHER STUDENTS COMMENT BELOW

Ryne:

One of my favorite brands in Origin BJJ. They produce Brazilian Jiu Jitsu (BJJ) uniforms, casual wear, and other gear related to BJJ. The mental image Origin stimulates today is the ability to see one's self with shoulders back, chest out, head held high...the encapsulation of self confidence developed by the discipline it takes to become a high level BJJ practitioner. The individual's journey to becoming self reliant during defensive situations should be inseparable from the Origin logo.

As time goes on, and more individuals understand the importance of self discipline and the art of controlled aggression, Origin is going to have to make a slight shift in their approach. Assuming large swaths of people are becoming more interested in the martial arts, they will have to paint an image of why their brand can deliver that end-state quicker/more efficiently than their competitors.

The likelihood of BJJ exploding into the mainstream culture is slim to none, so Origin's foreseeable future should be guided by their current approach. Origin competes in non-durable goods, mostly clothing and martial arts training accessories. I could see this changing as Origin's name expands. I can see them opening up proprietary BJJ gyms, training programs and coaching licenses.