Second Brand Pitch for Falabella; International Branding at Trinity University.

1. A Brand Assessment
J. Ademar Perez Brand Pitch # 2 February 22, 2016

2. Brand Elements
Memorability Meaningfulness Likability
Transferability Adaptability Protectability
Green hue:
inherently memorable
& attention-getting
Surname;
miniature horse Professional
Ambiguous
Clean
Limited due to use of
Roman/Latin Alphabet;
not restricted to
the Department Store
Very adaptable;
name doesn’t change,
but design does
Not a Global Brand;
name can easily be copied
ABC

3. Brand Tactical Contribution
Logos
1889 1960 - 1989 1989 - 2001 2001 - 2002 2002 - Present
Brand Name
“Falabella”
Named after founder
Salvatore Falabella
URLs
www.falabella.com
Extensions for Peru,
Argentina, and Colombia

4. Brand Tactical Contribution (continued)
On Characters, Slogans, Jingles, and Packaging...
Falabella strives for a consistent style in advertising and product offering:
● Fun and Fashionable
● Current and Sleek
● Value at a great price
However, it doesn’t use characters, jingles, slogans, or normal packaging
tactics to do this.

5. Secondary Brand Association & Sources
Places
Chile Perú Argentina Colombia
Causes
People
Kate
Moss
English
Gisele
Bündchen
Brazilian
Cecilia
Bolocco
Chilean
Valeria
Mazza
Argentine
Ricky
Martin
Puerto Rican
Awards
1st Place Net Promoter Score 2013
Innovation and Creativity for Trademarks
Best Places to Work in Latin America 2013
Best Workplaces in Chile 2013
Programa Haciendo Escuela
“[Our vision is] to build a better future for
today’s children and tomorrow’s families.”

6. References
● http://tiempo21araucania.cl/cecilia-bolocco-liderara-el-primer-women-fashion-style/
● http://www.zimbio.com/photos/Valeria+Mazza/Palazzo+Morando+Museum+Presents+Fashion+Design/54
TgXea9zZN
● https://twitter.com/kateamoss?lang=en
● https://plus.google.com/117505862110921205847/posts
● http://music.blog.ajc.com/2015/02/10/1857/
● http://www.haciendoescuela.com/cl/que-es-haciendo-escuela/#historia
● http://www.falabella.com/falabella-cl/static/staticContentMinisiteWithHeader.jsp?title=RSE-PremiosReconoc
imientos
● http://es.mall.wikia.com/wiki/Falabella
● https://www.youtube.com/user/ComunidadFalabella