THE LICENSING GAME

Fondazione CUOA
Master in Retail Management and Marketing

Dr.  Piergiorgio Dal Santo

Friday,  22 Oct...
SEMINAR OBJECTIVES

0 Identi strong,  international brands and learn how to increase
Brand quity for long-term growth. 

0...
op nternatrona

 

/ 
LVM H - 
C S
IMOEV r-enusssmous VUITION  O
W . H«__''‘_. ..*'
HERMES
Z A R A W
.  , ’l‘IrMN'&C(). 
 ...
«/ ” Top| tahariBrands

GUCCI

I’R. l).  (#21)   (#44, #11)
Diesel ”‘’'’i'"
#71)

(#95,#4I)

 m UNITED COLORS 
G R O U P O...
! BRAND MISSION (SetofPromises) I

0 Reason for being
0 Values,  Ethics
0 Aesthetics

0 Products
0 Distribution
0 Culture ...
BRAND

IDENTITY
| /IAIWFESTATIONS I 7
(or Brand  
Touch Points)  

  
 

Ehtlzlti i‘i<lIh| L'_L‘IllL‘Il[ and 2'lxl): L§: N...
BRAND TOUCH POINTS

shaman-«caucus
truunmnurnnm. 

VH9-0-Nrvtho
uuaadlhoirna
nuoluvlbvluuwvq
nfimohoolvvloflt
HMO-hnfity

 

...
I Brand Positioning — Who am I?  ‘

° Classic,  Fashion or Mass
- Leader or Follower

° Target

° Pricing

- Distribution
...
.. .

_ . ,,-. -5--"'
 ' ’ Table 5.9: Differences between American and Eumpeun luxury

unm-d sums Europe

$0cl. ';l motiva...
Brand Manageincnt and P(}l). >LS'AN'l‘()

  

¢T53:EEtMamH§fi

 

Heritage
Brand Id. 
Mission

Brainstorm
Partnership

Priv...
*7 ‘~-—-—_

2. Qontract Mfg:   Licensing (Brand)

  

 

Hmnd ‘iiili{lD‘t_‘| ‘iL‘| ll and
The Ia;  t'l‘, -l| i‘j l'. .1nu
...
! THE LICENSING GAME ‘D 1

- Working Groups of 2/3 people
- Objective: 

1. Create a new PRODUCT for an existing
BRAND thr...
THE LICENSING GAME — ZILPHASES

I.  THE BRAND - THE LICENSOR
°H| STORY,  IDENTITY,  POSITIONING,  DISTRIBUTION

2. THE PRO...
! CASE STUDY:  GIORGIO ARMANI spA I

GROWTH STRATEGY

HISTORY

BRAND IDENTITY

BRAND ARCHITECTURE

BRAND PHILOSOPHY
LICENS...
Key Words -) Brand Identity (DNA)

°Innovative textile research
°Highest quality

°Italian taste,  Simplicity
-Elegance,  ...
ku~'. :.‘__iu

S'tu(l~, ‘

. ..Giorgio Armani- Spa;  Collections >

HAUTE
COUTU RE

R EADY-TO-
WEAR

DIFFUSION

UPPER BRID...
% anE! is  A i

 

. II. I‘I ('. AS

 

ARMANI /  CASA

ARMANI /  DOLCI

ARMANI /  FIORI

ARMANI /  CAFFE’ L _
ARMANI /  N...
Brand Strategy-

-Each Brand has its own dedicated Style,  Product Manager, 
Sales,  Communication and PR staff

°Centrali...
Giorgio Annani

Study

 

-Be the best in terms of Product and Service
R&D,  Materials
Retail concepts
Employee training

...
|[V3'§"E>Ed]| 

Giorgio Armani Case
S‘:  dy PG Dal S. -into Pri'att: &C0nlldcntial
°Launched a new mobile e-commerce platform through
iPhone,  Android e Blackberry apps. 

°Announced a new collaboration wi...
°Total Sales (incl.  Licensing):  € 2,5 Billion,  46 Countries
5.000 employees,  15 factories

° 75 Giorgio Armani stores
...
.”""-T

  LICENSING éXI§/ TEL PHASE 2%

2. THE PRODUCT — THE PARTi! ER

*| NDUSTRY
‘SEGMENT
COMPETITION
DISTRIBUTION
COUNT...
! THE LICENSING GAME - PHAS-E3 . 

3. THE CREATIVE PROCESS

-INNOVATION
-BE DIFFERENT
°BE UNIQUE

rand Management and PGDA...
HE CREATIVE PROCESS - HA-SE 3

FIND CREATIVITY THAT ALREADY EXIST AT THE BRAND

°BRAND STYLE CODES (THE BRAND BIBLE)
°COLL...
! THE CREATIVE PROCESS - PHASE 3 I

-INNOVATION
-TECHNOLOGY

-MATERIALS
-MANUFACTURING
°CONCEPT
-DESIGN

RESEARCH FUTURE A...
I THE CREATIVE PROCESS - PHASE 3 I

-POSITIONING (NOW v.  FUTURE)

°LUXURY,  HIGH-END,  PREMIUM,  MASS MKT
-TARGET
°CORE, ...
‘. 
2 I
§ _ 
rs

Brand Management a
The Licensing Game Private & Confidential 28
! THE LICENSING GAME - PHASE4 I

4. THE LAUNCH

-COMMUNICATION PLAN

PRINT,  TV,  BILLBOARD,  BUSES -) WHERE? 
°EVENT,  SH...
Dr.  Piergiorgio Dal Santo
Brand Management Consultant
Visiting Marketing Professor

PGDS Blog:  «I;  wd
"Progress and Gro...
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The Licensing Game

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A fun way to learn and apply Brand Management and Licensing practices in the Luxury and Fashion industries via the university classroom and corporate seminar.

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  • Azienda PICCOLA-MEDIA dimensioneDirettore Licensing, Product ManagerLeisure Time: Intimo, Mare, Maglieria, Cravatte, Foulards, SciarpeAccessori: Orologi, Profumi, Gioielli, Occhiali, Gadget…
  • Azienda PICCOLA-MEDIA dimensioneDirettore Licensing, Product ManagerLeisure Time: Intimo, Mare, Maglieria, Cravatte, Foulards, SciarpeAccessori: Orologi, Profumi, Gioielli, Occhiali, Gadget…
  • The Licensing Game

    1. 1. THE LICENSING GAME Fondazione CUOA Master in Retail Management and Marketing Dr. Piergiorgio Dal Santo Friday, 22 October 2010
    2. 2. SEMINAR OBJECTIVES 0 Identi strong, international brands and learn how to increase Brand quity for long-term growth. 0 Learn current Brand Management strategies being used to stimulate future sales revenues. 0 Learn the tools of Licensing and their influence on Brand Identity. 0 Research the Brand Value of contemporary Luxury, Fashion and Italian brands (also Top 100 International). 0 Apply your knowledge through The Licensing Game. Brand Managelnent and PGDALSANTO The I. ICCnSIl1g Game Privarr: 8. Confidential N
    3. 3. op nternatrona / LVM H - C S IMOEV r-enusssmous VUITION O W . H«__''‘_. ..*' HERMES Z A R A W . , ’l‘IrMN'&C(). l_’OREAL Source: Interbrand-Top 100 international brands, 2010 Brand M.1nagemenl.1nd I’(_lI). *l. S/XNTO The I. iu-n. ~;ing (innit: Privarr: 8. (lrmlltlcntidl 3
    4. 4. «/ ” Top| tahariBrands GUCCI I’R. l). (#21) (#44, #11) Diesel ”‘’'’i'" #71) (#95,#4I) m UNITED COLORS G R O U P OF (#10 Source: Intcrbrand-Top Italian brands 2008 Brand l~l.1ImgeInem.1nd I’(JI)AI. S.ANTU The I. ict-rising (lame Priv. m- & ('unIitIcntial 4
    5. 5. ! BRAND MISSION (SetofPromises) I 0 Reason for being 0 Values, Ethics 0 Aesthetics 0 Products 0 Distribution 0 Culture 8: Arts 0 Worthy causes Brand Management and PGDALSANTO I The Licensing Game Private 8. Confidential
    6. 6. BRAND IDENTITY | /IAIWFESTATIONS I 7 (or Brand Touch Points) Ehtlzlti i‘i<lIh| L'_L‘IllL‘Il[ and 2'lxl): L§: N'l't. .‘ | y 'l': u' Iguzuinm: (i. l?1‘. ‘ .7‘r1.1tcé fulititluhtiii I‘ _———— I ' o. ,
    7. 7. BRAND TOUCH POINTS shaman-«caucus truunmnurnnm. VH9-0-Nrvtho uuaadlhoirna nuoluvlbvluuwvq nfimohoolvvloflt HMO-hnfity Brand Management and PGDALSANTO The Licensing Game Private & Confidential 7
    8. 8. I Brand Positioning — Who am I? ‘ ° Classic, Fashion or Mass - Leader or Follower ° Target ° Pricing - Distribution ° Communication - Brand Management Brand Management and PGDALSANTO The licensing (‘name Private & Confidential 3
    9. 9. .. . _ . ,,-. -5--"' ' ’ Table 5.9: Differences between American and Eumpeun luxury unm-d sums Europe $0cl. ';l motivations ii indnitouvauonsi F‘ arm: -n c! -0: :11 51;: -nu Fe. .2.‘ an of own" L c'wr: « 4""J 'cn: v~'~ two; 1'. v. :'2l: « " F-. - mono’ . » "Dix. -’ fdm -. ‘ 7'1"‘ rm ’ wry -1;: -,_ 5- nj " . "- PI v'. ,'r- . H‘~l. ny '-dam‘. ., , my . uI~. .- noI. .t$om. hIp Emotional rvluuonshlp P: i; '.<: ; 1-, . u'. . '1. '. ":‘c' . zy . ‘~ 1°». -3:-. .-. -,--’. <.r i 1). 2.2) i W ' . .‘. 'u c . .v. u,. oorv2'9'l. :L'u Fu :4 cuslomur-drfwn brands Ccwuvily-drive-n brands U: u ‘v -. "c y. - uycc We ti [¢~; <:_~-":1: ty, ‘>2 2 v~'w- e‘ U '1. N: rmcn ~ ‘ r-. ~:. r-'~'nnov~'. D *': .r'cn Sm-4 rn K ‘,1 ha (ha d'n. nI . . N . 'J‘LL; 1 Emclushny: prions and rarity Eltdnm "‘, TID’Z’ .1’: limb Y‘ux. u')'~: n iP'; CW“? ! 'l . ‘ '01?‘-IDu, u' Cu'. ..‘- 00¢-rub! |_nmzy1.-». -. ‘ lntulluchaalconcvph ‘O<JE'-, ._nd' Waysofbv-I60 C. Ld‘ Fnneh brands Sm-er 54 SC V-'0-: ' oer‘. ICIJJ Brand Management and PGDALSANTO The Licensing Game Private 8. Confidential
    10. 10. Brand Manageincnt and P(}l). >LS'AN'l‘() ¢T53:EEtMamH§fi Heritage Brand Id. Mission Brainstorm Partnership Private K ('unlidential The l. iu-Ming (iaine - cl unng rand) GP GIRARD-PERREQAUX . ‘"l~’| ".l 0 V5 .
    11. 11. *7 ‘~-—-—_ 2. Qontract Mfg: Licensing (Brand) Hmnd ‘iiili{lD‘t_‘| ‘iL‘| ll and The Ia; t'l‘, -l| i‘j l'. .1nu B. 'and'identity *"“‘~; Protection I _s_ I , -'«‘>' ' — ‘V 13'}? “ii 3"~. " P [F-‘-5, =3 —~, ~»r-, -- s~ t — P-~ ». ! $3 5.. . ; u vi‘ ’ __ it “ -U. . x- K I .9 . v.I‘. ., i-/ , ..si A it‘, Logo Colors Quality Quantity Lim. Edition Training Distribution Flagships Image Display *"'ii~’. .)'/ :w; ii; z I'L. I1- i‘| ‘t) Pr1. ili'. ‘<. Uiiiiicii-Itii. i| Product
    12. 12. ! THE LICENSING GAME ‘D 1 - Working Groups of 2/3 people - Objective: 1. Create a new PRODUCT for an existing BRAND through Licensing or Brand Extension. (Sat/ Sun: Research potential Brands, Products) 2. Develop a coherent Licensing Strategy (2 pgs. ) (Monday: 11:30-12:30, 14:00-15:00) 3. Deliver a 10 min. Group Presentation (Monday: 15:00-16:30) Brand Management and PGDALSANTO ' The | .icensing Game Private 8. Confidential
    13. 13. THE LICENSING GAME — ZILPHASES I. THE BRAND - THE LICENSOR °H| STORY, IDENTITY, POSITIONING, DISTRIBUTION 2. THE PRODUCT - THE LICENSEE °| NDUSTRY, SEGMENT, COMPETITION, DISTRIBUTION 3. THE CREATIVE PROCESS -INNOVATION 4. THE LAUNCH -COMMUNICATION PLAN Brand I'I.1n.1geInent.1nd PGDALSANTO I The I. ICCflSII1g Game Privan: & Confidential
    14. 14. ! CASE STUDY: GIORGIO ARMANI spA I GROWTH STRATEGY HISTORY BRAND IDENTITY BRAND ARCHITECTURE BRAND PHILOSOPHY LICENSING AGREEMENTS NEW BUSINESS DEVELOPMENT FINANCIAL RESULTS RETAIL (JI 31 use Study PG Dal Sanm Pri'atc&CnnIir. Icnti.1I I4
    15. 15. Key Words -) Brand Identity (DNA) °Innovative textile research °Highest quality °Italian taste, Simplicity -Elegance, Sophistication, -Comfort, Discretion °Soft tones, fabrics °Ho1lywood glamour Sport, Business -Total Lifestyle Giorgio Annani Case Study PG Dal Santo Pri-atc&Confidential 15
    16. 16. ku~'. :.‘__iu S'tu(l~, ‘ . ..Giorgio Armani- Spa; Collections > HAUTE COUTU RE R EADY-TO- WEAR DIFFUSION UPPER BRIDGE MEDIUM BRIDGE MASS MARKET / mzmni K mu Brand Architecture ZN} Ih| 1r1tn ARMA1l (. (JllE . ’|()I*. | | C| |’( )| I|( )'Z'? "| I| | I 13. ‘P ‘. A'| I ll "‘I«I I‘ri. ‘-A x‘. ('mtI'ui<-n‘. i.a|
    17. 17. % anE! is A i . II. I‘I ('. AS ARMANI / CASA ARMANI / DOLCI ARMANI / FIORI ARMANI / CAFFE’ L _ ARMANI / NOBU “““"""“'i“_-*‘“EI" ARMANI / LIBRI CAI (Jlofgl mm ase Study PG Dal Santa Pri'. Itc&('nnfidcIItia|
    18. 18. Brand Strategy- -Each Brand has its own dedicated Style, Product Manager, Sales, Communication and PR staff °Centralized Marketing strategies permit coherency between Brand Image and Identity °Continually renew brands based on changes in the competition, culture and technology (jiozgio Annani Case Study PG Dal Sanm Pri'atc&(‘nnIid¢-Iitial I3
    19. 19. Giorgio Annani Study -Be the best in terms of Product and Service R&D, Materials Retail concepts Employee training °Differentiate and retail value for each single brand Become market leader in every niche °Every brand extension represents a new promise to its consumers and to keep it. '“1 brand=1 product=1 promise to keep” is the phrase which inspires Armani in managing his brand portfolio. Case PG Dal Sanm Pri-atc&Confidential 19
    20. 20. |[V3'§"E>Ed]| Giorgio Armani Case S‘: dy PG Dal S. -into Pri'att: &C0nlldcntial
    21. 21. °Launched a new mobile e-commerce platform through iPhone, Android e Blackberry apps. °Announced a new collaboration with Reebok: EA7/ Reebok e EA/ Reebok sportswear and active footwear collections. They will be sold exclusively in Emporio Armani and Reebok concept stores. °New licensing agreement with Venchi for the exclusive worldwide production and distribution of Armani/ Dolci. Giorgio Armani Case Study PG Dal Santa Pri'atc&Cnnlidcntial 21
    22. 22. °Total Sales (incl. Licensing): € 2,5 Billion, 46 Countries 5.000 employees, 15 factories ° 75 Giorgio Armani stores -166 Emporio Armani stores _ -19 Armani Collezioni stores °165 A/ X Armani Exchange stores '17 A] / Armani Jeans stores -8 Armani Junior stores -10 Giorgio Armani Accessori stores -2 Emporio Armani Accessori stores -27 Armani/ Casa stores -14 Emporio Armani Caffés Giorgio Armani Case Study PG Dal Santo Pri'atc&Confidential 12
    23. 23. .”""-T LICENSING éXI§/ TEL PHASE 2% 2. THE PRODUCT — THE PARTi! ER *| NDUSTRY ‘SEGMENT COMPETITION DISTRIBUTION COUNTRIES ~'-MARKETS Brand Management and PGDALSANTO The I. iccn. ~aing Game Privatc 8. Confidential
    24. 24. ! THE LICENSING GAME - PHAS-E3 . 3. THE CREATIVE PROCESS -INNOVATION -BE DIFFERENT °BE UNIQUE rand Management and PGDALSAN L'ce sing Game Private & Can I ential 24
    25. 25. HE CREATIVE PROCESS - HA-SE 3 FIND CREATIVITY THAT ALREADY EXIST AT THE BRAND °BRAND STYLE CODES (THE BRAND BIBLE) °COLLECT| ON IMAGE °CORE BUSINESS °COMPET| T|VE ADVANTAGES °COHERENT EXTENTIONS °CLEAR IDENTITY Brand Management and PGDALSANTO The Licensing Game Private & Confidential
    26. 26. ! THE CREATIVE PROCESS - PHASE 3 I -INNOVATION -TECHNOLOGY -MATERIALS -MANUFACTURING °CONCEPT -DESIGN RESEARCH FUTURE AUTOMOBILE DESIGN, HOME DESIGN WATCH PEOPLE IN NIGHT CLUBS, ON THE STREET. .. Brand Management and PGDALSANTO The Licensing Game Private & Confidential 26
    27. 27. I THE CREATIVE PROCESS - PHASE 3 I -POSITIONING (NOW v. FUTURE) °LUXURY, HIGH-END, PREMIUM, MASS MKT -TARGET °CORE, OPINION LEADER, CULTURE, INCOME -CONSUMER BEHAVIOR RESEARCH -PRICE LEVELS -FOLLOWER OR LEADER Brand Management and PGDALSANTO The Licensing Game Private & Confidential 27
    28. 28. ‘. 2 I § _ rs Brand Management a The Licensing Game Private & Confidential 28
    29. 29. ! THE LICENSING GAME - PHASE4 I 4. THE LAUNCH -COMMUNICATION PLAN PRINT, TV, BILLBOARD, BUSES -) WHERE? °EVENT, SHOWS, EXHIBITION °ONL| NE ACTIVITIES Brand Management and PGDALSANTO The Licensing Game Private & Confidential 29
    30. 30. Dr. Piergiorgio Dal Santo Brand Management Consultant Visiting Marketing Professor PGDS Blog: «I; wd "Progress and Growth by Doing and Sharing“ aIsamo. I)Iotjs )ot. com Slide Share: rx'r.5Iidcshare. com, v’pdaIsanto Linkedlnz xx, IInI<-(Iinmornpg(IdIsanto

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