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The analyze of Nespresso brand

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Brand Analysis
-Strategy
-Positioning
-Competitors
Key elements of the brand
-Logotype/Shapes
Colours
-Typography
-Strapline
-Testimonial
-Tone of voice
-Imagery
-Overall Layout
Brand Stretching

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The analyze of Nespresso brand

  1. 1. The Analysis of Nespresso Brand Berrin Oguz Carolina Di Lauro Joe Kynadi Wei Lei Gu Zaiga Lazdina
  2. 2. Agenda Brand Analysis Brand Stretching Key elements of the brand
  3. 3. Brand Analysis Strategy Positioning Competitors Boutique and products
  4. 4. Strategy Establish Nespresso as the Super-Premium brand Aim: To become the Icon of the perfect coffeworldwide
  5. 5. Competitors <ul><li>Coffee Experts </li></ul><ul><li>(Illy or Lavazza) </li></ul><ul><li>Coffee Bar Experts </li></ul><ul><li>( Starbuck’s or Costa) </li></ul>
  6. 6. Boutique The privileged world where meet the clients, showing them not only the product and the accessories but ... an experience of lifestyle, taste and pleasure
  7. 7. Francis Krempp
  8. 9. Products Nespresso changed the idea of coffee elevating into a luxury accessible product Nespresso personalized the idea of coffee (features, design and colours)
  9. 10. Products
  10. 11. Products
  11. 12. Products Conception of an iconographic identity with Les 2A photographs in New York working with all major cosmetic brands
  12. 13. 2A
  13. 14. 2A
  14. 15. 2A
  15. 17. Key elements of the brand Logotype/Shapes Colours Typography Strapline Testimonial Tone of voice Imagery Overall Layout
  16. 18. Logotype <ul><li>Very strong visual luxury identity </li></ul><ul><li>Square is familiar and trusted shape </li></ul><ul><li>Elegant lines </li></ul><ul><li>Colour: </li></ul><ul><li>Brown- stability and peace </li></ul><ul><li>White - freshness, lightness reflects qualitative value </li></ul>
  17. 19. Logotype
  18. 20. <ul><li>Two main shapes: square and circle </li></ul><ul><li>Square - stability, equality and honesty </li></ul><ul><li>Circle - infinity, protectiveness and suggests something complete </li></ul>Shapes
  19. 22.
  20. 23. Colours Brown colour make the colours of the pods stands out
  21. 24. Colours The variety of colours indicates a variety of coffee tastes The idea of exclusiveness and personal touch
  22. 25. Colours
  23. 26. Typography Handwritten font Personal touch wich makes the difference
  24. 27. Typography <ul><li>San-Serif font </li></ul><ul><li>clean and classic </li></ul><ul><li>standard for body text </li></ul><ul><li>online </li></ul>
  25. 28. Strapline Include the idea of “reference” and translate the “ star positioning”
  26. 29. Testimonial Consumer is not anymore looking at the star inside the brand but the experience behind the brand
  27. 30. Tone of voice - Elegant irony - The strenght is the ability to make the brand alive and to leave the brand free to talk in a strong ironical position
  28. 31. Tone of voice
  29. 32. Tone of voice
  30. 33. Imagery <ul><li>Very high graphic quality </li></ul><ul><li>Strong Visual impact </li></ul>
  31. 34. Overall layout The brand is coherent in terms of communicating the identity Every single detail reflect the idea of perfection, pleasure and simplicity and the position of the brand as a premium luxury coffee brand
  32. 35. Overall layout The brand is coherent in terms of communicating the identity Every single detail reflect the idea of perfection, pleasure and simplicity and the position of the brand as a premium luxury coffee brand
  33. 36. Brand Stretching Hotel Examples Details
  34. 37. Hotel Reception Aroma of the nespresso coffee Offered an espresso coffee
  35. 38. Hotel Personalized rooms Push of the bottoms (capsules) Each button would bring alive a different mood to the rooms by music/light/objects/smell
  36. 39. Example Orange(Health): energizing mood with faster music, brighter colors Red(Romantic): romantic mood with the relevant music,smell and colours with rose flowers
  37. 40. Details
  38. 41. Details
  39. 42. Details
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Brand Analysis -Strategy -Positioning -Competitors Key elements of the brand -Logotype/Shapes Colours -Typography -Strapline -Testimonial -Tone of voice -Imagery -Overall Layout Brand Stretching

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