The analyze of Nespresso brand
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The analyze of Nespresso brand

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Brand Analysis ...

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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  • We don’t fear change, we help to create it. We aim to deliver ground breaking thinking allied with a safe pair of hands from the strategic rigour of evaluation to the practicalities of implementation. Our most numerate analysts sit in the heart of our creative studio – working alongside the teams to learn from each other and ensure we deliver ground breaking creative that pays. We have over 24 language and 18 nationalities represented, just in our 5 European offices.

The analyze of Nespresso brand The analyze of Nespresso brand Presentation Transcript

  • The Analysis of Nespresso Brand Berrin Oguz Carolina Di Lauro Joe Kynadi Wei Lei Gu Zaiga Lazdina
  • Agenda Brand Analysis Brand Stretching Key elements of the brand
  • Brand Analysis Strategy Positioning Competitors Boutique and products
  • Strategy Establish Nespresso as the Super-Premium brand Aim: To become the Icon of the perfect coffeworldwide
  • Competitors
    • Coffee Experts
    • (Illy or Lavazza)
    • Coffee Bar Experts
    • ( Starbuck’s or Costa)
  • 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
  • Francis Krempp
  •  
  • Products Nespresso changed the idea of coffee elevating into a luxury accessible product Nespresso personalized the idea of coffee (features, design and colours)
  • Products
  • Products
  • Products Conception of an iconographic identity with Les 2A photographs in New York working with all major cosmetic brands
  • 2A
  • 2A
  • 2A
  •  
  • Key elements of the brand Logotype/Shapes Colours Typography Strapline Testimonial Tone of voice Imagery Overall Layout
  • Logotype
    • Very strong visual luxury identity
    • Square is familiar and trusted shape
    • Elegant lines
    • Colour:
    • Brown- stability and peace
    • White - freshness, lightness reflects qualitative value
  • Logotype
    • Two main shapes: square and circle
    • Square - stability, equality and honesty
    • Circle - infinity, protectiveness and suggests something complete
    Shapes
  •  
  • Colours Brown colour make the colours of the pods stands out
  • Colours The variety of colours indicates a variety of coffee tastes The idea of exclusiveness and personal touch
  • Colours
  • Typography Handwritten font Personal touch wich makes the difference
  • Typography
    • San-Serif font
    • clean and classic
    • standard for body text
    • online
  • Strapline Include the idea of “reference” and translate the “ star positioning”
  • Testimonial Consumer is not anymore looking at the star inside the brand but the experience behind the brand
  • 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
  • Tone of voice
  • Tone of voice
  • Imagery
    • Very high graphic quality
    • Strong Visual impact
  • 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
  • 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
  • Brand Stretching Hotel Examples Details
  • Hotel Reception Aroma of the nespresso coffee Offered an espresso coffee
  • Hotel Personalized rooms Push of the bottoms (capsules) Each button would bring alive a different mood to the rooms by music/light/objects/smell
  • Example Orange(Health): energizing mood with faster music, brighter colors Red(Romantic): romantic mood with the relevant music,smell and colours with rose flowers
  • Details
  • Details
  • Details
  •