Abstract
Jean Rene Lacoste was a famous French Tennis player during the early twentieth century and also a businessman. He started his own company ‘La Société Chemise Lacoste' (Lacoste, the Shirt Company) in 1933. In terms of marketing and communication the name Lacoste is well known for its positioning and re-positioning campaign. This article will help you to understand the major concerns of the brand position such as Lacoste.
Moreover, I have chosen this particular brand because Lacoste does not manufacture its products, it only takes care of maintaining its brand name, image, style and innovating new ideas for the products. Lacoste outsources its production part to a manufacturer or a licensed company. But Lacoste owns the entire brand name and can control all of its products. Another important point which should be mentioned is that, Lacoste is a family business. Infact, till this date Lacoste's family owns a major part of the company.
