1. Advanced Marketing 2007/2008 DR. Christian Bluemelhuber, Professor for Marketing Student : Perez Michaël Student-number : 45 INGE4F Homework Brand : Benetton

3. How is Benetton perceived by its customers ?

7. How to increase Benetton’s customer equity ?

11. How to increase Benetton’s customer equity ? First model : self-expression model Brand personality is in a social context where individuals evaluate and interpret another person’s identity Brand personality fits with the customer’s self-expression needs Brand personality becomes an effective way of expressing consumer’s personality  Brand Equity  Customer Equity + The actual identity of customers An ideal to which customers might aspire OR

14. How to increase Benetton’s customer equity ? Second model : relationship basis model Dimensions of Brand Relationship Quality  Behavioral interdependence  Intimacy  Partnership quality  Self-concept connection  Love & passion  Nostalgic connection  Personal commitment  Brand Loyalty  Brand Equity  Customer Equity

18. What are the values of Benetton to customers ?

22. What could be a positioning for the future ?

26. Development of a long tail idea for Benetton

31. Appendix 1 Perceived company and advertising values Consumer values Liking of company and advertisements

32. Appendix 2

33. Appendix 3

34. Appendix 4

35. Appendix 5