global branding project
TRANSCRIPT
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Global Branding
1256974, 1265798, 1262877, 1057930, 1260624
Group Number 18
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Goddess
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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)
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Segmentation Targeting
Positioning
Differentiation
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Segmentation
Demographic Geographic Psychographic Behavioural
Age: 26 - 40 Gender: Female Higher Income Group
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Segmentation
Geographic Demographic
1st Phase – USA & Europe 2nd Phase – China & Japan 3rd Phase – Middle east
Psychographic Behavioural
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Segmentation
PERSONALITY LIFESTYLE
Status
Fashion
Bold
Geographic Demographic Psychographic
Behavioural
Socialites Confident
Trendy Conscious
Quo
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Segmentation
Occasion User Status
Loyalty
Geographic Demographic Psychographic Behavioural
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Targeting
• Loves shopping, partying & reading Vogue
• Is ambitious & confident • Is fun, friendly & fashionable • Belongs to the high income
group
Hazel 26-40 years
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Classy
Positioning
Bold Glamorous
Exclusive Sexy
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Customization opportunity
Point of difference
Differentiation
First mover advantage
1 2 3
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In-store Experience
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Sources of Brand knowledge
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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
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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
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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
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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
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BENEFITS
FUNCTIONAL EXPERIENTIAL
SYMBOLIC ATTITUDES
Quality, comfort & support
Feeling confident & unique
Internal Pride
• High quality • Unique design • Market Credibility • Superior Image & performance
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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
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BRAND IMAGE
TYPES OF BRAND ASSOCIATIONS
FAVOURABILITY
STRENGTH
UNIQUENESS
Desirability & deliverability
Pervasiveness
Brand ambassadors Colors MarkeOng Campaign Pricing policy CustomizaOon
AVributes benefits & aWtudes
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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
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Brand Building Blocks
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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
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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
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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
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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
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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
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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
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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
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Brand Identity Prism
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CULTU
RE RE
LATIONSH
IP
INTERN
ALIZATION EX
TERN
ALIZAT
ION
CONSTRUCTED SOURCE
CONSTRUCTED RECEIVER
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CULTU
RE RE
LATIONSH
IP
INTERN
ALIZATION EX
TERN
ALIZAT
ION
CONSTRUCTED SOURCE
CONSTRUCTED RECEIVER
Good quality Durable
InnovaOve Trendy Designs
USP
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CULTU
RE RE
LATIONSH
IP
INTERN
ALIZATION EX
TERN
ALIZAT
ION
CONSTRUCTED SOURCE
CONSTRUCTED RECEIVER
CONFIDENT SOPHISTICATED CLASSY TRENDY SEXY GLAMOROUS
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RELATIONSH
IP
EXTERN
ALIZAT
ION
CONSTRUCTED SOURCE
CONSTRUCTED RECEIVER
FASHIONABLE MODERN OUTGOING ELEGANT ACHIEVER
SUCCESSFUL
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CONSTRUCTED SOURCE
CONSTRUCTED RECEIVER
CULTU
RE
INTERN
ALIZATION
PERSONAL TOUCH EMPATHY INFLUENCING YET NOT IMPOSING
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CULTU
RE RE
LATIONSH
IP
INTERN
ALIZATION EX
TERN
ALIZAT
ION
CONSTRUCTED SOURCE
CONSTRUCTED RECEIVER
RICH OUTWARD MODERN FASHIONABLE HIGH STATUS
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CULTU
RE RE
LATIONSH
IP
INTERN
ALIZATION EX
TERN
ALIZAT
ION
CONSTRUCTED SOURCE
CONSTRUCTED RECEIVER
HIGH INCOME SEGMENT CONFIDENT UNIQUE
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Brand Elements
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Logo
Slogan
URL
Character
Packaging
Brand Elements
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Brand Elements
Logo Traditional Gucci Logo
Sub Brand: Gucci Goddess
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URL
Gucci.com/GucciGoddess
Brand Elements
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Goddess Bras | Panties | Nightwear | 1-2-3 Your way
Website Mock Design
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Brand Elements
Character
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Brand Elements
Packaging
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Brand Elements
Packaging
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Brand Elements
Packaging
‘Because beauty, quite literally,
is on the inside!’
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Opportunities & Challenges
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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
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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
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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
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Thank you
‘Because beauty, quite literally,
is on the inside!’