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BRAND IDENTITY COMPARISON BETWEEN RALPH LAUREN AND UNITED COLORS OF BENETTON

The document compares the U.S. Polo Assn. and United Colors of Benetton (UCB) brands, detailing their origins, product offerings, and market performance. Both brands are recognized for their unique identities, with UCB emphasizing social causes and Italian culture, while U.S. Polo focuses on American identity and the sport of polo. The analysis shows that both brands perform well in the market, competing strongly on customer popularity.

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PRESENTATION ON BRANDS COMPARISON WITH RESPECT TO UCB AND U.S POLO
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.
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.
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
U.S. POLO ASSN. POSTERS AND WEBSITE
UNITED COLORS OF BENETTON POSTERS AND WEBSITE
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.
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
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,
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.
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.
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.
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.
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/
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