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    Brand Architecture of JBL & Bose

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    Siddhant Pandit
    This document compares the brand architectures of JBL and Bose, two leading brands in the audio devices market. It analyzes their brand personalities, emotional and product benefits, product attributes, target audiences, and financial performance. While both emphasize quality, JBL focuses on innovation, connectivity and approachability to target younger consumers. Bose attracts customers with premium, customizable products and a sense of belonging to a niche audience. Finally, the document reports that while Bose has a higher global brand ranking and market share, JBL achieves a larger revenue due to its more economical pricing.

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    Brand Architecture of JBL & Bose

    Uploaded by

    Siddhant Pandit
    916 views3 pages
    This document compares the brand architectures of JBL and Bose, two leading brands in the audio devices market. It analyzes their brand personalities, emotional and product benefits, product attributes, target audiences, and financial performance. While both emphasize quality, JBL focuses on innovation, connectivity and approachability to target younger consumers. Bose attracts customers with premium, customizable products and a sense of belonging to a niche audience. Finally, the document reports that while Bose has a higher global brand ranking and market share, JBL achieves a larger revenue due to its more economical pricing.

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    This document compares the brand architectures of JBL and Bose, two leading brands in the audio devices market. It analyzes their brand personalities, emotional and product benefits, product attributes, target audiences, and financial performance. While both emphasize quality, JBL focuses on innovation, connectivity and approachability to target younger consumers. Bose attracts customers with premium, customizable products and a sense of belonging to a niche audience. Finally, the document reports that while Bose has a higher global brand ranking and market share, JBL achieves a larger revenue due to its more economical pricing.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    916 views3 pages

    Brand Architecture of JBL & Bose

    Uploaded by

    Siddhant Pandit
    This document compares the brand architectures of JBL and Bose, two leading brands in the audio devices market. It analyzes their brand personalities, emotional and product benefits, product attributes, target audiences, and financial performance. While both emphasize quality, JBL focuses on innovation, connectivity and approachability to target younger consumers. Bose attracts customers with premium, customizable products and a sense of belonging to a niche audience. Finally, the document reports that while Bose has a higher global brand ranking and market share, JBL achieves a larger revenue due to its more economical pricing.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3
    At a glance
    Powered by AI
    The key takeaways are that JBL and Bose have very different brand architectures and target different audiences, even though they compete in similar markets for audio equipment.

    JBL focuses on innovation, passion, and integrity with benefits of connectivity and entertainment at an approachable price point. Bose focuses on benefiting people through innovative technology with promises of worthiness, recognition and belonging through premium, customizable products.

    JBL targets teens, young adults and athletes with affordable, innovative products. Bose targets a niche audience with high-end, high-quality products through minimal advertising.

    Building Brand Architecture Report of James Bullough Lansing (JBL) Vs.

    Bose

    Introduction:

    This report builds and examines the brand architecture of two brands – JBL and Bose – in the audio
    system devices market i.e., speakers (wired/wireless). The two brands are chosen as they compete in
    very similar markets and yet they have very different brand personalities. JBL and Bose are among
    the most valuable brands in the audio system devices market, and this report will bring out the stark
    differences in the brand architecture of these two brands. The goal is to observe how consumers can
    have vastly different perceptions of and relationships with very similar products owing to differences
    in brand architecture.

    Brand Architecture:

     Brand Architecture for JBL:

    Brand
    core/E
    ssenc
    e-
    Custo
    mer
    Value
    Brand Personality -
    Innovation, Passionate,
    Integrity

    Emotional Benefits - Connectivity, Entertaining,


    Productive

    Product Benefits - Personalised, Greater performance, Portability

    Product attributes - Superior sound quality, Approachable


     Brand Architecture for Bose:

    Brand
    core/
    Essen
    ce -
    Benefi
    tting
    peopl
    e with
    innov
    Brand Personality
    ative -
    Promise Keepere,
    techn
    Devoted, Altruistic
    ology

    Emotional Benefits - Worthiness, Recognition,


    Sense of belonging

    Product Benefits - Durability, Effi ciency, Peak Experience

    Product Attributes - Premium pricing, Customization

    Brand Comparison:

    As we can see both the brands compete in very similar market. Also, both the brands put a high
    value on performance and quality of the product. However, the differences in the brand
    personalities seems to very different target audiences in the same market. JBL prides itself on the
    connectivity that it brings through its innovative designs and economical pricing. On the other hand,
    Bose attracts its customers with the high level of sound quality and variability that it offers with its
    products. While JBL focuses on the customer value, Bose provides its customers the sense of
    belongingness.

    JBL sought to target a new market – teen and young adult, action sports athletes – with its
    innovative product varieties specifically designed for dynamic purposes. While Bose caters to a niche
    target audience and relies on minimal advertising. Its products are more highly priced than its close
    competitors. However, its important to mention that most of its products are high-end because they
    are innovative and with excellent sound system.

    Due to differences in pricing, Bose’s products are high margin products as compared to JBL. JBL
    focuses on the approachability. Thus, both brands serve the company’s goal of revenue share
    through two different drivers.
    Brand Value:

    Topyaps, a website ranking the speakers manufacturing company, ranked JBL as top 4 in brand
    ranking and top 3 for Bose. According to company’s annual report in the 2019 financial year, Bose
    corporation received revenue of US $4 Billion. While JBL accounts the revenue of US $25,282 Million
    in the financial year 2019.

    Similar web ranked Bose 12,754 globally while JBL as 18,846 in the audio industry which clearly
    means Bose is much above than its competitor JBL.

    Also, JBL comprises 35% market share of audio industry while Bose comprises 42% of the market
    share globally according to economic times.

    Sources Consulted:

     https://brandequity.economictimes.indiatimes.com/search/market%20share%20of%20bose
     https://www.bose.com/en_us/index.html
     https://in.jbl.com/
     https://www.similarweb.com/
     https://topyaps.com/

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