Global Branding
1256974, 1265798, 1262877, 1057930, 1260624
Group Number 18
Goddess
INTRODUCTION
•  Most valuable and premium Global Italian Brand dealing in
leather goods, shoes, ready to wear, jewelry and...
Segmentation
Targeting
Positioning
Differentiation
Segmentation
Demographic
Geographic Psychographic Behavioural
Age: 26 - 40
Gender: Female
Higher Income Group
Segmentation
Geographic
Demographic
1st Phase –
USA & Europe
2nd Phase –
China &
Japan
3rd Phase –
Middle east
Psychograph...
Segmentation
PERSONALITYLIFESTYLE
StatusFashion
Bold
GeographicDemographic
Psychographic
Behavioural
Socialites
Confiden
T...
Segmentation
Occasion
User Status
Loyalty
GeographicDemographic Psychographic Behavioural
Targeting	
  
•  Loves shopping, partying &
reading Vogue
•  Is ambitious & confident
•  Is fun, friendly & fashionable
• ...
Classy
Positioning	
  
	
  
	
  
	
  
	
  
	
  	
  
Bold
Glamorous
Exclusive
Sexy
Customization
opportunity
Point of
difference
Differentiation	
  
First mover
advantage
1 2 3
In-store Experience
Sources of Brand
knowledge
BRAND	
  
KNOWLEDGE	
  
BRAND	
  
AWARENESS	
  
BRAND	
  IMAGE	
  
BRAND	
  RECALL	
  
BRAND	
  
RECOGNITION	
  
TYPES	
  ...
BRAND	
  
KNOWLEDGE	
  
BRAND	
  
AWARENESS	
  
BRAND	
  IMAGE	
  
BRAND	
  RECALL	
  
BRAND	
  
RECOGNITION	
  
TYPES	
  ...
ATTRIBUTE
S	
  
NON	
  
PRODUCT	
  
RELATED	
  
PRODUCT	
  
RELATED	
  
PRICE	
  
USER	
  IMAGERY	
  
BRAND	
  
PERSONALIT...
BRAND	
  
KNOWLEDGE	
  
BRAND	
  
AWARENESS	
  
BRAND	
  IMAGE	
  
BRAND	
  RECALL	
  
BRAND	
  
RECOGNITION	
  
TYPES	
  ...
BENEFITS	
  
FUNCTIONAL	
  
EXPERIENTIAL	
  
SYMBOLIC	
  
ATTITUDES	
  
Quality,	
  comfort	
  &	
  support	
  
Feeling	
 ...
BRAND	
  
KNOWLEDGE	
  
BRAND	
  
AWARENESS	
  
BRAND	
  IMAGE	
  
BRAND	
  RECALL	
  
BRAND	
  
RECOGNITION	
  
TYPES	
  ...
BRAND	
  IMAGE	
  
TYPES	
  OF	
  BRAND	
  
ASSOCIATIONS	
  
FAVOURABILITY	
  	
  
STRENGTH	
  
UNIQUENESS	
  
Desirabilit...
BRAND	
  
KNOWLEDGE	
  
BRAND	
  
AWARENESS	
  
BRAND	
  IMAGE	
  
BRAND	
  RECALL	
  
BRAND	
  
RECOGNITION	
  
TYPES	
  ...
Brand Building
Blocks
SALIENCE
PERFORMANCE	
   IMAGERY	
  
JUDGMENTS	
   FEELINGS	
  
RESONANCE	
  
IDENTITY
Who are you?
MEANING
What are you?
...
PERFORMANCE	
   IMAGERY	
  
JUDGMENTS	
   FEELINGS	
  
RESONANCE	
  
IDENTITY
Who are you?
MEANING
What are you?
RESPONSE
...
SALIENCE	
  
IMAGERY	
  
JUDGMENTS	
   FEELINGS	
  
RESONANCE	
  
IDENTITY
Who are you?
MEANING
What are you?
RESPONSE
Wha...
SALIENCE	
  
PERFORMANCE	
  
JUDGMENTS	
   FEELINGS	
  
RESONANCE	
  
IDENTITY
Who are you?
MEANING
What are you?
RESPONSE...
SALIENCE	
  
PERFORMANCE	
   IMAGERY	
  
FEELINGS	
  
RESONANCE	
  
IDENTITY
Who are you?
MEANING
What are you?
RESPONSE
W...
SALIENCE	
  
PERFORMANCE	
   IMAGERY	
  
JUDGMENTS	
  
RESONANCE	
  
IDENTITY
Who are you?
MEANING
What are you?
RESPONSE
...
SALIENCE	
  
PERFORMANCE	
   IMAGERY	
  
JUDGMENTS	
   FEELINGS	
  
IDENTITY
Who are you?
MEANING
What are you?
RESPONSE
W...
Brand Identity Prism
CULTURE	
  
RELATIONSHIP	
  
INTERNALIZATION	
  
EXTERNALIZATION	
  
CONSTRUCTED	
  SOURCE	
  
CONSTRUCTED	
  RECEIVER	
  
CULTURE	
  
RELATIONSHIP	
  
INTERNALIZATION	
  
EXTERNALIZATION	
  
CONSTRUCTED	
  SOURCE	
  
CONSTRUCTED	
  RECEIVER	
  ...
CULTURE	
  
RELATIONSHIP	
  
INTERNALIZATION	
  
EXTERNALIZATION	
  
CONSTRUCTED	
  SOURCE	
  
CONSTRUCTED	
  RECEIVER	
  ...
RELATIONSHIP	
  
EXTERNALIZATION	
  
CONSTRUCTED	
  SOURCE	
  
CONSTRUCTED	
  RECEIVER	
  
FASHIONABLE	
  
MODERN	
  
OUTG...
CONSTRUCTED	
  SOURCE	
  
CONSTRUCTED	
  RECEIVER	
  
CULTURE	
  
INTERNALIZATION	
  
PERSONAL	
  TOUCH	
  
	
  
EMPATHY	
...
CULTURE	
  
RELATIONSHIP	
  
INTERNALIZATION	
  
EXTERNALIZATION	
  
CONSTRUCTED	
  SOURCE	
  
CONSTRUCTED	
  RECEIVER	
  ...
CULTURE	
  
RELATIONSHIP	
  
INTERNALIZATION	
  
EXTERNALIZATION	
  
CONSTRUCTED	
  SOURCE	
  
CONSTRUCTED	
  RECEIVER	
  ...
Brand Elements
Logo
Slogan
URL
Character
Packaging
Brand Elements
Brand Elements
Logo Traditional Gucci Logo
Sub Brand: Gucci Goddess
URL
Gucci.com/GucciGoddess
Brand Elements
Goddess
Bras | Panties | Nightwear | 1-2-3 Your way
Website Mock Design
Brand Elements
Character
Brand Elements
Packaging
Brand Elements
Packaging
Brand Elements
Packaging
‘Because beauty, quite
literally,
is on the inside!’
Opportunities &
Challenges
Opportunities Challenges
USA & Europe
•  None of our competitors
(eg: Burberry, Armani)
have tapped into lingerie
line
•  ...
Challenges
China & Japan
Opportunities
•  Single largest market for
lingerie – Over 650
million women
•  High preference f...
Challenges
Middle East
Opportunities
•  Growing retail market
worth $171m in 2010
•  Limited competitor
presence - Victori...
Thank you
‘Because beauty, quite
literally,
is on the inside!’
Global branding   gucci
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Global branding gucci

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Global branding gucci

  1. 1. Global Branding 1256974, 1265798, 1262877, 1057930, 1260624 Group Number 18
  2. 2. Goddess
  3. 3. INTRODUCTION •  Most valuable and premium Global Italian Brand dealing in leather goods, shoes, ready to wear, jewelry and watches. •  Ranked 38 in Top 100 Global Brands •  Designs, manufactures and distributes highly desirable products •  380 directly operated stores worldwide •  Brand value stands at USD 9.4 Billion in 2012 as compared to the average brand value of the luxury market .i.e. USD 7.8 Billion (Interbrand, 2012)
  4. 4. Segmentation Targeting Positioning Differentiation
  5. 5. Segmentation Demographic Geographic Psychographic Behavioural Age: 26 - 40 Gender: Female Higher Income Group
  6. 6. Segmentation Geographic Demographic 1st Phase – USA & Europe 2nd Phase – China & Japan 3rd Phase – Middle east Psychographic Behavioural
  7. 7. Segmentation PERSONALITYLIFESTYLE StatusFashion Bold GeographicDemographic Psychographic Behavioural Socialites Confiden Trendy Conscious Quo
  8. 8. Segmentation Occasion User Status Loyalty GeographicDemographic Psychographic Behavioural
  9. 9. Targeting   •  Loves shopping, partying & reading Vogue •  Is ambitious & confident •  Is fun, friendly & fashionable •  Belongs to the high income group Hazel 26-40 years
  10. 10. Classy Positioning               Bold Glamorous Exclusive Sexy
  11. 11. Customization opportunity Point of difference Differentiation   First mover advantage 1 2 3
  12. 12. In-store Experience
  13. 13. Sources of Brand knowledge
  14. 14. BRAND   KNOWLEDGE   BRAND   AWARENESS   BRAND  IMAGE   BRAND  RECALL   BRAND   RECOGNITION   TYPES  OF   BRAND   ASSOCIATIONS   FAVOURABIL ITY     STRENGTH   UNIQUENESS   ATTRIBUTES   BENEFITS   ATTITUDES   NON   PRODUCT   RELATED   PRODUCT   RELATED   FUNCTIONAL   EXPERIENTIAL   PRICE   USER   IMAGERY   BRAND   PERSONALITY   FEELINGs  &   EXPERIENCES   SYMBOLIC  
  15. 15. BRAND   KNOWLEDGE   BRAND   AWARENESS   BRAND  IMAGE   BRAND  RECALL   BRAND   RECOGNITION   TYPES  OF   BRAND   ASSOCIATNS   FAVOURABIL ITY     STRENGTH   UNIQUENESS   ATTRIBUTES   BENEFITS   ATTITUDES   NON   PRODUCT   RELATED   PRODUCT   RELATED   FUNCTIONAL   EXPERIENTIAL   PRICE   USER   IMAGERY   BRAND   PERSONALIT Y   FEELINGS  &   EXPERIENCES   SYMBOLIC  
  16. 16. ATTRIBUTE S   NON   PRODUCT   RELATED   PRODUCT   RELATED   PRICE   USER  IMAGERY   BRAND   PERSONALITY   FEELINGS  &   EXPERIENCES   Value  based  pricing  strategy   Bold,  glamorous  &  sexy     Excitement,  competence  &     SophisOcaOon   Social  approval,     self  respect   •  Good  quality     •  Comfort     •  Trendy     •  Colors   •  CustomizaOon  opOons  
  17. 17. BRAND   KNOWLEDGE   BRAND   AWARENESS   BRAND  IMAGE   BRAND  RECALL   BRAND   RECOGNITION   TYPES  OF   BRAND   ASSOCIATIONS   FAVOURABIL ITY     STRENGTH   UNIQUENESS   ATTRIBUTES   BENEFITS   ATTITUDES   NON   PRODUCT   RELATED   PRODUCT   RELATED   FUNCTIONAL   EXPERIENTIAL   PRICE   USER   IMAGERY   BRAND   PERSONALIT Y   FEELINGS  &   EXPERIENCES   SYMBOLIC  
  18. 18. BENEFITS   FUNCTIONAL   EXPERIENTIAL   SYMBOLIC   ATTITUDES   Quality,  comfort  &  support   Feeling  confident  &  unique   Internal  Pride     •  High  quality   •  Unique  design   •  Market  Credibility   •  Superior  Image  &  performance      
  19. 19. BRAND   KNOWLEDGE   BRAND   AWARENESS   BRAND  IMAGE   BRAND  RECALL   BRAND   RECOGNITION   TYPES  OF   BRAND   ASSOCIATION   FAVOURABILITY     STRENGTH   UNIQUENESS   ATTRIBUTES   BENEFITS   ATTITUDES   NON   PRODUCT   RELATED   PRODUCT   RELATED   FUNCTIONAL   EXPERIENTIAL   PRICE   USER   IMAGERY   BRAND   PERSONALIT Y   FEELINSG  &   EXPERIENCES   SYMBOLIC  
  20. 20. BRAND  IMAGE   TYPES  OF  BRAND   ASSOCIATIONS   FAVOURABILITY     STRENGTH   UNIQUENESS   Desirability  &  deliverability     Pervasiveness   Brand  ambassadors   Colors   MarkeOng  Campaign   Pricing  policy     CustomizaOon   AVributes  benefits  &  aWtudes  
  21. 21. BRAND   KNOWLEDGE   BRAND   AWARENESS   BRAND  IMAGE   BRAND  RECALL   BRAND   RECOGNITION   TYPES  OF   BRAND   ASSOCIATIONS   FAVOURABIL ITY     STRENGTH   UNIQUENESS   ATTRIBUTES   BENEFITS   ATTITUDES   NON   PRODUCT   RELATED   PRODUCT   RELATED   FUNCTIONAL   EXPERIENTIAL   PRICE   USER   IMAGERY   BRAND   PERSONALIT Y   FEELINGS  &   EXPERIENCES   SYMBOLIC  
  22. 22. Brand Building Blocks
  23. 23. SALIENCE PERFORMANCE   IMAGERY   JUDGMENTS   FEELINGS   RESONANCE   IDENTITY Who are you? MEANING What are you? RESPONSE What about you? RELATIONSHIP What about you and me? Deep, broad brand awareness Points of Parity and Difference Positive accessible reactions Intense, active loyalty
  24. 24. PERFORMANCE   IMAGERY   JUDGMENTS   FEELINGS   RESONANCE   IDENTITY Who are you? MEANING What are you? RESPONSE What about you? RELATIONSHIP What about you and me? Deep, broad brand awareness Points of Parity and Difference Positive accessible reactions Intense, active loyalty Luxury  retail  clothing   segment   Comfort  and  Support  
  25. 25. SALIENCE   IMAGERY   JUDGMENTS   FEELINGS   RESONANCE   IDENTITY Who are you? MEANING What are you? RESPONSE What about you? RELATIONSHIP What about you and me? Deep, broad brand awareness Points of Parity and Difference Positive accessible reactions Intense, active loyalty •  Reliable   •  Durable   •  Stylish   •  Price  
  26. 26. SALIENCE   PERFORMANCE   JUDGMENTS   FEELINGS   RESONANCE   IDENTITY Who are you? MEANING What are you? RESPONSE What about you? RELATIONSHIP What about you and me? Deep, broad brand awareness Points of Parity and Difference Positive accessible reactions Intense, active loyalty Fashionable,  Trendy   Spirited,  Classy    
  27. 27. SALIENCE   PERFORMANCE   IMAGERY   FEELINGS   RESONANCE   IDENTITY Who are you? MEANING What are you? RESPONSE What about you? RELATIONSHIP What about you and me? Deep, broad brand awareness Points of Parity and Difference Positive accessible reactions Intense, active loyalty Credible   ConsideraOon   Superiority  
  28. 28. SALIENCE   PERFORMANCE   IMAGERY   JUDGMENTS   RESONANCE   IDENTITY Who are you? MEANING What are you? RESPONSE What about you? RELATIONSHIP What about you and me? Deep, broad brand awareness Points of Parity and Difference Positive accessible reactions Intense, active loyalty Excitement   Social  approval   Self  respect  
  29. 29. SALIENCE   PERFORMANCE   IMAGERY   JUDGMENTS   FEELINGS   IDENTITY Who are you? MEANING What are you? RESPONSE What about you? RELATIONSHIP What about you and me? Deep, broad brand awareness Points of Parity and Difference Positive accessible reactions Intense, active loyalty Community   Engagement   Behavioral  loyalty   AWtudinal  aVachment      
  30. 30. Brand Identity Prism
  31. 31. CULTURE   RELATIONSHIP   INTERNALIZATION   EXTERNALIZATION   CONSTRUCTED  SOURCE   CONSTRUCTED  RECEIVER  
  32. 32. CULTURE   RELATIONSHIP   INTERNALIZATION   EXTERNALIZATION   CONSTRUCTED  SOURCE   CONSTRUCTED  RECEIVER   Good  quality   Durable   InnovaOve   Trendy  Designs   USP  
  33. 33. CULTURE   RELATIONSHIP   INTERNALIZATION   EXTERNALIZATION   CONSTRUCTED  SOURCE   CONSTRUCTED  RECEIVER   CONFIDENT   SOPHISTICATED   CLASSY   TRENDY   SEXY   GLAMOROUS  
  34. 34. RELATIONSHIP   EXTERNALIZATION   CONSTRUCTED  SOURCE   CONSTRUCTED  RECEIVER   FASHIONABLE   MODERN   OUTGOING   ELEGANT   ACHIEVER   SUCCESSFUL    
  35. 35. CONSTRUCTED  SOURCE   CONSTRUCTED  RECEIVER   CULTURE   INTERNALIZATION   PERSONAL  TOUCH     EMPATHY     INFLUENCING  YET   NOT  IMPOSING  
  36. 36. CULTURE   RELATIONSHIP   INTERNALIZATION   EXTERNALIZATION   CONSTRUCTED  SOURCE   CONSTRUCTED  RECEIVER   RICH   OUTWARD   MODERN   FASHIONABLE   HIGH  STATUS  
  37. 37. CULTURE   RELATIONSHIP   INTERNALIZATION   EXTERNALIZATION   CONSTRUCTED  SOURCE   CONSTRUCTED  RECEIVER   HIGH  INCOME  SEGMENT   CONFIDENT   UNIQUE  
  38. 38. Brand Elements
  39. 39. Logo Slogan URL Character Packaging Brand Elements
  40. 40. Brand Elements Logo Traditional Gucci Logo Sub Brand: Gucci Goddess
  41. 41. URL Gucci.com/GucciGoddess Brand Elements
  42. 42. Goddess Bras | Panties | Nightwear | 1-2-3 Your way Website Mock Design
  43. 43. Brand Elements Character
  44. 44. Brand Elements Packaging
  45. 45. Brand Elements Packaging
  46. 46. Brand Elements Packaging ‘Because beauty, quite literally, is on the inside!’
  47. 47. Opportunities & Challenges
  48. 48. Opportunities Challenges USA & Europe •  None of our competitors (eg: Burberry, Armani) have tapped into lingerie line •  No effect on the Fashion Industry during recession •  Gucci has been successful in the niche segment       •  Strong existing competition: Victoria Secret, La Senza & local premium brands •  ‘Gucci Goddess’ might be given secondary preference being a new brand •  Europe has their own beloved luxury lingerie lines •  Eg: Aubade in France, Irma La Douce in Germany etc
  49. 49. Challenges China & Japan Opportunities •  Single largest market for lingerie – Over 650 million women •  High preference for luxury brands •  Customers prefer customization •  Brand conscious •  Chinese and Japanese consumers are a lot more conservative compared to Europeans  
  50. 50. Challenges Middle East Opportunities •  Growing retail market worth $171m in 2010 •  Limited competitor presence - Victoria Secret has only 6 stores over Middle East •  Increasing strong demand despite the credit crunch for luxury premium quality products   •  Sole competitor - Canadian brand - La Vie en Rose; has over 55 stores •  Advertising restrictions
  51. 51. Thank you ‘Because beauty, quite literally, is on the inside!’

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