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 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)

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

Psychographic Behavioural

Segmentation

PERSONALITY LIFESTYLE

Status

Fashion

Bold Geographic Demographic

Psychographic Behavioural

Socialites Confident Trendy

Conscious

Quo

Segmentation

Occasion User Status

Loyalty

Geographic Demographic Psychographic Behavioural

Targeting  

•  Loves shopping, partying & reading Vogue

•  Is ambitious & confident •  Is fun, friendly & fashionable •  Belongs to the high income

group

Hazel 26-40 years

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  OF  BRAND  

ASSOCIATIONS  

FAVOURABILITY    

STRENGTH  

UNIQUENESS  

ATTRIBUTES  

BENEFITS  

ATTITUDES  

NON  PRODUCT  RELATED  

PRODUCT  RELATED  

FUNCTIONAL  

EXPERIENTIAL  

PRICE  

USER  IMAGERY  

BRAND  PERSONALITY  

FEELINGs  &  EXPERIENCES  

SYMBOLIC  

BRAND  KNOWLEDGE  

BRAND  AWARENESS  

BRAND  IMAGE  

BRAND  RECALL  

BRAND  RECOGNITION  

TYPES  OF  BRAND  

ASSOCIATNS  

FAVOURABILITY    

STRENGTH  

UNIQUENESS  

ATTRIBUTES  

BENEFITS  

ATTITUDES  

NON  PRODUCT  RELATED  

PRODUCT  RELATED  

FUNCTIONAL  

EXPERIENTIAL  

PRICE  

USER  IMAGERY  

BRAND  PERSONALIT

Y  

FEELINGS  &  EXPERIENCES  

SYMBOLIC  

ATTRIBUTES  

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  

BRAND  KNOWLEDGE  

BRAND  AWARENESS  

BRAND  IMAGE  

BRAND  RECALL  

BRAND  RECOGNITION  

TYPES  OF  BRAND  

ASSOCIATIONS  

FAVOURABILITY    

STRENGTH  

UNIQUENESS  

ATTRIBUTES  

BENEFITS  

ATTITUDES  

NON  PRODUCT  RELATED  

PRODUCT  RELATED  

FUNCTIONAL  

EXPERIENTIAL  

PRICE  

USER  IMAGERY  

BRAND  PERSONALIT

Y  

FEELINGS  &  EXPERIENCES  

SYMBOLIC  

BENEFITS  

FUNCTIONAL  EXPERIENTIAL  

SYMBOLIC  ATTITUDES  

Quality,  comfort  &  support  

Feeling  confident  &  unique  

Internal  Pride    

•  High  quality  •  Unique  design  •  Market  Credibility  •  Superior  Image  &  performance      

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  

BRAND  IMAGE  

TYPES  OF  BRAND  ASSOCIATIONS  

FAVOURABILITY    

STRENGTH  

UNIQUENESS  

Desirability  &  deliverability    

Pervasiveness  

Brand  ambassadors  Colors  MarkeOng  Campaign  Pricing  policy    CustomizaOon  

AVributes  benefits  &  aWtudes  

BRAND  KNOWLEDGE  

BRAND  AWARENESS  

BRAND  IMAGE  

BRAND  RECALL  

BRAND  RECOGNITION  

TYPES  OF  BRAND  

ASSOCIATIONS  

FAVOURABILITY    

STRENGTH  

UNIQUENESS  

ATTRIBUTES  

BENEFITS  

ATTITUDES  

NON  PRODUCT  RELATED  

PRODUCT  RELATED  

FUNCTIONAL  

EXPERIENTIAL  

PRICE  

USER  IMAGERY  

BRAND  PERSONALIT

Y  

FEELINGS  &  EXPERIENCES  

SYMBOLIC  

Brand Building Blocks

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

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  

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  

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    

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  

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  

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  

   

Brand Identity Prism

CULTU

RE  RE

LATIONSH

IP  

INTERN

ALIZATION  EX

TERN

ALIZAT

ION  

CONSTRUCTED  SOURCE  

CONSTRUCTED  RECEIVER  

CULTU

RE  RE

LATIONSH

IP  

INTERN

ALIZATION  EX

TERN

ALIZAT

ION  

CONSTRUCTED  SOURCE  

CONSTRUCTED  RECEIVER  

Good  quality  Durable  

InnovaOve  Trendy  Designs  

USP  

CULTU

RE  RE

LATIONSH

IP  

INTERN

ALIZATION  EX

TERN

ALIZAT

ION  

CONSTRUCTED  SOURCE  

CONSTRUCTED  RECEIVER  

CONFIDENT  SOPHISTICATED  CLASSY  TRENDY  SEXY  GLAMOROUS  

RELATIONSH

IP  

EXTERN

ALIZAT

ION  

CONSTRUCTED  SOURCE  

CONSTRUCTED  RECEIVER  

FASHIONABLE  MODERN  OUTGOING  ELEGANT  ACHIEVER  

SUCCESSFUL    

CONSTRUCTED  SOURCE  

CONSTRUCTED  RECEIVER  

CULTU

RE  

INTERN

ALIZATION  

PERSONAL  TOUCH    EMPATHY    INFLUENCING  YET  NOT  IMPOSING  

CULTU

RE  RE

LATIONSH

IP  

INTERN

ALIZATION  EX

TERN

ALIZAT

ION  

CONSTRUCTED  SOURCE  

CONSTRUCTED  RECEIVER  

RICH  OUTWARD  MODERN  FASHIONABLE  HIGH  STATUS  

CULTU

RE  RE

LATIONSH

IP  

INTERN

ALIZATION  EX

TERN

ALIZAT

ION  

CONSTRUCTED  SOURCE  

CONSTRUCTED  RECEIVER  

HIGH  INCOME  SEGMENT  CONFIDENT  UNIQUE  

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

•  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

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

 

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

Thank you

‘Because beauty, quite literally,

is on the inside!’