6. Brand personality

The personality of the LuLuLemon brand is more so linked to yoga and the emotional perceptions related to yoga, rather than the actual apparel produced and sold by the company. And this brand is becoming more and more popular at both domestic level, as well the international scale.

And what is remarkable about the LuLuLemon brand is that the company has not invested tremendous sums of money into the development and implementation of a branding strategy. Given its reduced size and resources, the Canadian-based firm has focused more resources on products, with the brand being managed in a less strict manner. This makes the company's brand even more so interesting and powerful among consumers.

"The LuLuLemon logo and very distinctive (designed to be seen) shopping bag starts the conversation about the brand in health clubs, airports, or in the line at Starbucks. Customers can't wait to share this brand with friends and strangers, and the LuLuLemon brand is growing without any traditional advertising. It is a great experience" (Stern and Ander, 2008).

7. Brand recommendations

The research and analysis so far conducted have revealed a strong company, with a powerful brand. The organization has created a unique selling point and it uses its brand in order to further create awareness are raise demand for the company products. Still, despite the success of the LuLuLemon Athletica brand, fact remains that there are some modifications which could be generated to further strengthen the company's brand.

The first recommendation in this sense is represented by the placement of more strategic business emphasis on the management of the brand. As it has already been mentioned before, the company's brand grew relatively by itself, without much strategic focus on the part of the firm. Still, in order to ensure success within the long-term, it is necessary for the company to become more strategically specific in the management of the brand.

Then, the second recommendation is for the company to readdress its brand in the meaning of making it more universal. At this level, it is noteworthy to mention that the LuLuLemon brand has a rather feminine appeal and representation, in terms...

Such features were highly suitable in the commencement of the firm, when the organization targeted women practicing sports (Gefvert, 2012). Today however, the company is growing and coming to address a wider demographic section of customers, meaning as such that it is necessary for it to further expand its brand.
8. Conclusions

As with any other field in the modern day society, the activity of practicing sports is continually changing to raise new opportunities and threats for the companies activating in the field. Nowadays, sports is perceived as a means to a healthier life, but also as the ability to find inner balance and equilibrium with the environment. LuLuLemon Athletica used this approach to sports perception to market its stylish sports apparel.

The company initially addressed yoga practicing women in the local community, but its popularity increased and the company is now looking at continued expansion. The organizational brand is rather powerful, but it has not been constructed on specific strategic principles. In such a setting, the recommendations that were formulated included the integration of business principles in brand management and the expansion of the brand to address a wider customer demographic.