Brand management Essay Example | Topics and Well Written Essays - 1500 words

Brand management - Essay Example However, the only thing common between both the pearls is the quality, natural beauty and value of the pearl which is left only to nature. Figure 1 The Australian, 2011 Pearls can be pear-shaped, oval and at times misshapen; but the most valuable pearls for all sorts of consumers will be the round, smooth and free from marks. A strand of pearls which fits directly to the throat is a collar. The one which rests on the neck is a choker. The princess length of the strand would be the one reaching the collarbone while the matinee is 20-24 inches and Opera is 30-36 inches. Rope is all the other strands that are more than 36 inches. These are important details to understand the consumer perceptions and tastes in the pearl industry. Another aspect which is important is the origin and types of pearls. Natural pearls are the most precious pearls and unfortunately the rarest. They were originated in the Persian Gulf and have already been harvested at large. The ones available in the market tod ay are small in sizes and immensely costly. There was a time when consumers did not buy anything but natural pearls, but today the perceptions have changed. The cultured pearls are widely available and produced in pearl farms. They have contributed majorly to the pearl market today. These cultured pearls produced through a delicate process. The pearls formed through this process are not always high quality. These pearls are sorted and about 10,000 are discarded before a 16 inch strand is assembled of high quality pearls. Figure 2 Morning Dove Studios, 2012 Pearls are also found in saltwater and freshwater where there are different types of mollusks and thus they produce pearls that are different looking. Saltwater pearls are the akoya cultured pearls which are grown in Chinese and Japanese waters. These pearls are very tiny starting from 2mm to 10mm, and are cream or white colored with a round shape. They are cheaper due to their sizes. The Australian, Indonesian and Philipinnian pe arl is the South Sea pearl which is the largest pearl of all. Their size is about 9mm to 20mm and is cream, white or golden colored. The South Sea pearls are the most expensive ones as they are rare and have thick nacre. The Tahitian pearls have sizes ranging from 8mm to 16mm and they are not only found in Tahiti but also on French Polynesia islands. These pearls are known as the black pearls but are gray, green, purple, blue and black colored. Black pearls are also found in Fiji, Cook Islands and Micronesia. They are expensive. Figure 3 Chinese Pearls (United Nations University, 2013) Figure 4 Black Pearls (squidoo, 2013) Freshwater pearls grow in lakes, ponds and rivers mostly in China. Most of these pearls have the same size and shape as akoya pearls but may also be different. They are comparatively cheaper and the most common of all pearls sold. These pearls may not have the nucleus of the bead hence having thicker nacre. Imitation pearls are pearls that have a coated glass bead . These have high luster which can be easily separated from a cultured pearl by a knowledgeable jeweler. Sometimes it becomes a challenge to identify the imitated and the cultural or natural but certified gemologists from the American Gem Society can easily do the job. These pearls may also be going through processes and treatments to enhance their color or luster, and this immensely affects their value. A consumer would never want to buy one! Some of the best pearl brands today are