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    Building Brand Architecture Report Sennheiser Vs Skullcandy

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    This report compares the brand architectures of Sennheiser and Skullcandy, two headphone brands that appeal to different audiences. Sennheiser targets a premium market with a focus on professional, high-quality sound. It builds brand loyalty through a variety of specialized products. In contrast, Skullcandy has a more casual, customizable approach that emphasizes freedom and affordability over sound quality. It relies on repeat sales from an active customer base. While Sennheiser is seen as the more prestigious brand due to its innovative technology, Skullcandy has found success through offering good value and options for self-expression.

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    Building Brand Architecture Report Sennheiser Vs Skullcandy

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    121923601018
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    This report compares the brand architectures of Sennheiser and Skullcandy, two headphone brands that appeal to different audiences. Sennheiser targets a premium market with a focus on professional, high-quality sound. It builds brand loyalty through a variety of specialized products. In contrast, Skullcandy has a more casual, customizable approach that emphasizes freedom and affordability over sound quality. It relies on repeat sales from an active customer base. While Sennheiser is seen as the more prestigious brand due to its innovative technology, Skullcandy has found success through offering good value and options for self-expression.

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    Building Brand Architecture Report Sennheiser vs Skullcandy (2)

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    This report compares the brand architectures of Sennheiser and Skullcandy, two headphone brands that appeal to different audiences. Sennheiser targets a premium market with a focus on professional, high-quality sound. It builds brand loyalty through a variety of specialized products. In contrast, Skullcandy has a more casual, customizable approach that emphasizes freedom and affordability over sound quality. It relies on repeat sales from an active customer base. While Sennheiser is seen as the more prestigious brand due to its innovative technology, Skullcandy has found success through offering good value and options for self-expression.

    Copyright:

    © All Rights Reserved
    150 views3 pages

    Building Brand Architecture Report Sennheiser Vs Skullcandy

    Uploaded by

    121923601018
    This report compares the brand architectures of Sennheiser and Skullcandy, two headphone brands that appeal to different audiences. Sennheiser targets a premium market with a focus on professional, high-quality sound. It builds brand loyalty through a variety of specialized products. In contrast, Skullcandy has a more casual, customizable approach that emphasizes freedom and affordability over sound quality. It relies on repeat sales from an active customer base. While Sennheiser is seen as the more prestigious brand due to its innovative technology, Skullcandy has found success through offering good value and options for self-expression.

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    of 3

    Building Brand Architecture Report: Sennheiser Vs.

    Skullcandy

    Introduction

    This report builds and examines the brand architecture of two brands – Sennheiser and Skullcandy -
    in the Audio Devices market i.e, headphones or earphones. The two brands are chosen as while they
    produce goods and compete in similar markets, the two brands have their own personal, unique and
    very much different brand personalities. Sennheiser and Skullcandy are common fan-favourite and
    deeply beloved brands in the Audio Devices market, and are amongst the most valuable brands
    within this market. This report aims bring out and identify striking differences in the brand
    architectures of these two brands. The goal is to observe how the two company’s different brand
    architectures help mould and shape the different perceptions formed by the consumers and how
    they assist in developing varying relationships with their clientele.

    Brand Architecture

    The first step is to develop brand pyramids for both brands.

     Brand Architecture for Sennheiser

    Brand Core/Essence - The pursuit of perfect sound

    Brand Personality - Professional, Designer,


    Perfectionist

    Emotional Benefits - Premium Status, Reliable,


    Trustworthy

    Product Benefits - Comfortable, High


    Performance, Varied options to choose from

    Product Attributes - Noise cancelling technology,


    Large frequency response range, Expensive, Thick ear
    pads
     Brand Architecture for Skullcandy

    Brand Core/Essence - Adrenaline for your skull

    Brand Personality - Frugal, Creative, Artistic, Quirky,


    Active

    Emotional Benefits - Sense of ease, Freedom,


    Control, Trustworthy

    Product Benefits - Easily repaired, Value for


    money, Varied options to choose from,High
    Performance

    Product Attributes - Unique designs, Competitive


    pricing, Durable, High customization

    Brand comparison

    As we can see both brands compete in very similar markets. Also, both brands put a high value on
    the overall performance, technology and variety of their products. However, the differences in the
    brand personalities appeal to very different target audiences in the same market. Sennheiser prides
    itself on the premium, professional status that it brings through its innovative technology and higher
    price point. On the other hand, Skullcandy attracts its audience with the high level of customization
    and overall durability that it offers with its products. While Sennheiser creates a sense premium-
    status and reliability for its customers, Skullcandy provides its customers the ability to feel at ease
    and provide a sense of freedom to their customers with a more value-for-money approach.

    Sennheiser targets the top end of the market, and its customers are not usually price sensitive.
    There are various fixed options to choose from, which allow for the products to be professionally
    and perfectly suited for individual scenarios, which create an overall better specific experience for
    each scenario, thus resulting in brand loyalty being very high. Skullcandy offers a huge variety and
    customization, and has replaceable parts. It lets its customers control the overall look of their
    product through their customization model, however, they are less technical than Sennheiser,
    instead focusing on a one-size-fits-all approach when it comes to audio capabilities. Skullcandy’s
    customers are generally more likely to be active people who prefer freedom and durability over
    overall sound quality. Sennheiser’s customers are generally more likely to be tech-savvy to demand
    specific specifications they require and instead prefer quality over overall design, look and durability.
    Due to differences in pricing, Sennheiser’s products are high margin products. On the other hand,
    Skullcandy relies more the sales volume, especially with their replaceable and customizable parts.
    Thus, both brands serve the company’s goal of revenue share through two different drivers.

    Brand Value

    According to a poll done by popular Headphones webpage headphonesaddict.com, Sennheiser


    ranked 1st amongst the user votes, whereas Skullcandy ranked 5 th.[ CITATION Hea19 \l 18441 ]. These
    rankings resemble the Brand asset valuator in that they do not provide a dollar value, and rather
    rate brands on various other parameters, in this case, purely customer reviews and preferences.

    As such, the two brands brand value cannot be calculated. However, Sennheiser can be arguably
    treated as the more valuable brand. Over the years, Sennheiser has continually been rated in the top
    rankings amongst many reputable audio brand enthusiasts and at the receiving end of many
    prestigious awards. They have continually been innovative and ahead of the curve in terms of their
    technology and product offerings despite facing slight troubles in the recent years. While Sennheiser
    continues to grow its fierce brand loyalty, renowned for their cutting-edge technology and pursuit
    for perfection, Skullcandy’s products are increasingly seen as rather second-rate and replaceable
    commodities.

    Sources Consulted

    Bibliography
    HeadphonesAddict. (n.d n.d, 2019). The 20 Best Headphone Brands (According to You) + New 2020
    Poll. Retrieved from headphonesaddict.com: https://headphonesaddict.com/best-
    headphone-brands/

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