This presentation provides in depth information regarding how the two brands are different from other .There identity prism,target customer and merchandise

1. PRESENTATION ON BRANDS COMPARISON
WITH RESPECT TO UCB AND U.S POLO

2. ABOUT U.S. POLO ASSN.
• U.S. Polo Assn. is the official brand of the United States
Polo Association (USPA), the nonprofit governing body
for the sport of polo in the United States.
• With worldwide distribution through 1,000 mono-branded
stores, independent retail, department stores and e-
commerce, the U.S. Polo Assn. brand offers apparel for
men, women and children, as well as accessories,
footwear, travel and home goods in approximately 150
countries worldwide.

3. ABOUT UNITED COLORS OF BENETTON
• The company was founded by the Luciano Benetton in 1965 headquartered
in Ponzano Veneto, Italy.
• It present in the most important markets in the world with a network of about
6,500 stores in 120 countries.
• The stores are managed by independent partners and generate a total turnover of
approx.2 billion Euro’s worldwide.
• Their products include men’s wear, women’s wear, children’s wear,
undergarments and they have slowly expanded into categories like perfumes,
eyewear, travel bags and suitcase.

4. COMPARISON MADE WITH GOOGLE TRENDS
• According to the google trends
both UCB and U.S Polo are
giving tough competition to
each others in terms of
customers popularity.
• United colors of Benetton is
slightly more in demand than
U.S Polo

5. U.S. POLO ASSN. POSTERS AND WEBSITE

6. UNITED COLORS OF BENETTON
POSTERS AND WEBSITE

7. KAPFERER BRAND IDENTITY PRISM
EXTERNALISATION
INTERNALISATION
PHYSIQUE
RELATIONSHIP
REFLECTION
PERSONALITY
CULTURE
SELF-IMAGE
physical specifications and qualities of
a brand
By communicating brand gradually
builds up character. The way in which
it speaks of its products or services
shows what kind of brand it is.
It indicates the ethos whose values
are embodied in the products and
services of the brand.
• Most important factor for a
brand.
• If it is successful then the brand
can demand consumers to do
things which it believes in.
• It is the way how people perceive the brand
• brand will always tend to build a reflection
or an image of the buyer or user which it
seems to be addressing.
BRAND IDENTITY PRISM
• self-image is the target’s own internal
mirror
• With the attitude towards certain brands,
we indeed develop a certain type of inner
relationship.

8. BRAND IDENTITY PRISMEXTERNALISATION
INTERNALISATION
PHYSIQUE
Multiple colors dominantly green,
Oneness logo, unique posters for
social cause.
RELATIONSHIP
Unity, Equality, Justice , Proud,
Friendship, Happiness
REFLECTION
Multiracial, Exciting, Unconventional,
modern, independent minded
PERSONALITY
Innovative,rebellious,daring,
provoking ,full of energy
CULTURE
Italian culture , quality ,
brotherhood.
SELF-IMAGE
Feel good , extrovert ,vibrant
and comfortable

9. BRAND IDENTITY PRISMEXTERNALISATION
INTERNALISATION
PHYSIQUE
Blue and white color dominantly in
logo, Polo sport is the main element.
RELATIONSHIP
Family man, sports, happy
settled life
REFLECTION
Classy,ideal,elegant,proud
PERSONALITY
Sportsmanship ,intelligent ,timeless
style, teamwork
CULTURE
American culture , quality
,American sport
SELF-IMAGE
Innovative, sharp modern
attitude , confident,

10. COMPARISON
UNITED COLORS OF BENETTON
PHYSIQUE
U.S POLO. ASSN.
• The brand represents a mix of variety of
colors. Colorful theme is always followed.
• Dominantly green color is observed in
logo.
• Posters involving social cause are
observed.
• Blue color is observed in the logo.
• The main focus of the brand lies on the
polo game which is the oldest and most
respected games in U.S.
RELATIONSHIP
• Benetton is collective identity for youth of
different races and cultures.
• It represents happiness and friendship.
• Renowned for using social issue-themed
pictures to promote its brand
• The ad campaigns features family man and
the sport polo.

11. COMPARISON
UNITED COLORS OF BENETTON
REFLECTION
U.S POLO. ASSN.
PERSONALITY
• It is a brand which is modern in the
collection, independent in thoughts and
unconventional.
• U.S Polo is perceived as a classy, elegant and
sophisticated ,sober color clothing brand.
• The Benetton group is known for its
technical innovative garments like
coolmax,stay and boomerang.
• The have rebellious, daring personality
against the society odds.
• The brands has a energetic personality
• U.S Polo brand has personality which
represent sportsmanship, intelligent
teamwork, timeless style as they have
pick most sophisticated designs.

12. COMPARISON
UNITED COLORS OF BENETTON
CULTURE
U.S POLO. ASSN.
• Italian culture is followed.
• Quality products and brotherhood is
represented
• American culture is adapted as it represents
polo game as it logo which was perceived as the
game of elite people.
• Quality products and American sport is
represented.
SELF-IMAGE
Benetton clothing coming in vibrant colors
which are comfortable and an extrovert one
with a good feeling.
• The ad campaigns features family man and
the sport polo.

13. FINDINGS
• Both the brands have unique identity and are performing very well in the market and are always
coming up with new strategies to be face the market competition.
• United colors of Benetton is a brand related to its rich Italian culture which uses its marketing
strategy to not only promote its brand but the social causes also.
• Benetton has made a lace in customers mind as a brand for all with good quality ,colorful clothes.
• U.S. Polo stands strong with its American identity and representation of polo sport.
• Its sophisticated and classy offering in clothes captures the interest of customers.

14. REFERENCES
• https://www.underconsideration.com/brandnew/archives/united_colors_now_with_more_benetton.
php
• https://trends.google.com/trends/explore?geo=IN&q=%2Fm%2F03p1lxx,%2Fm%2F0h3s7nc
• https://marketinglessons.in/kapferer-brand-identity-prism-concept-example/
• https://www.uspolo.org/
• https://world.benetton.com/men/

15. THANK YOU