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Global branding project
- 1. Global Branding 1256974, 1265798, 1262877, 1057930, 1260624 Group Number 18
- 2. Goddess
- 3. INTRODUCTION • Most valuable and premium Global Italian Brand dealing in leather goods, shoes, ready to wear, jewelry and watches. • Ranked 38 in Top 100 Global Brands • Designs, manufactures and distributes highly desirable products • 380 directly operated stores worldwide • Brand value stands at USD 9.4 Billion in 2012 as compared to the average brand value of the luxury market .i.e. USD 7.8 Billion (Interbrand, 2012)
- 5. Segmentation Demographic Geographic Psychographic Behavioural Age: 26 - 40 Gender: Female Higher Income Group
- 6. Segmentation Geographic Demographic 1st Phase – USA & Europe 2nd Phase – China & Japan 3rd Phase – Middle east Psychographic Behavioural
- 9. Targeting • Loves shopping, partying & reading Vogue • Is ambitious & confident • Is fun, friendly & fashionable • Belongs to the high income group Hazel 26-40 years
- 10. Classy Positioning Bold Glamorous Exclusive Sexy
- 11. Customization opportunity Point of difference Differentiation First mover advantage 1 2 3
- 15. BRAND KNOWLEDGE BRAND AWARENESS BRAND IMAGE BRAND RECALL BRAND RECOGNITION TYPES OF BRAND ASSOCIATIONS FAVOURABIL ITY STRENGTH UNIQUENESS ATTRIBUTES BENEFITS ATTITUDES NON PRODUCT RELATED PRODUCT RELATED FUNCTIONAL EXPERIENTIAL PRICE USER IMAGERY BRAND PERSONALITY FEELINGs & EXPERIENCES SYMBOLIC
- 16. BRAND KNOWLEDGE BRAND AWARENESS BRAND IMAGE BRAND RECALL BRAND RECOGNITION TYPES OF BRAND ASSOCIATNS FAVOURABIL ITY STRENGTH UNIQUENESS ATTRIBUTES BENEFITS ATTITUDES NON PRODUCT RELATED PRODUCT RELATED FUNCTIONAL EXPERIENTIAL PRICE USER IMAGERY BRAND PERSONALIT Y FEELINGS & EXPERIENCES SYMBOLIC
- 17. ATTRIBUTE S NON PRODUCT RELATED PRODUCT RELATED PRICE USER IMAGERY BRAND PERSONALITY FEELINGS & EXPERIENCES Value based pricing strategy Bold, glamorous & sexy Excitement, competence & SophisOcaOon Social approval, self respect • Good quality • Comfort • Trendy • Colors • CustomizaOon opOons
- 18. BRAND KNOWLEDGE BRAND AWARENESS BRAND IMAGE BRAND RECALL BRAND RECOGNITION TYPES OF BRAND ASSOCIATIONS FAVOURABIL ITY STRENGTH UNIQUENESS ATTRIBUTES BENEFITS ATTITUDES NON PRODUCT RELATED PRODUCT RELATED FUNCTIONAL EXPERIENTIAL PRICE USER IMAGERY BRAND PERSONALIT Y FEELINGS & EXPERIENCES SYMBOLIC
- 19. BENEFITS FUNCTIONAL EXPERIENTIAL SYMBOLIC ATTITUDES Quality, comfort & support Feeling confident & unique Internal Pride • High quality • Unique design • Market Credibility • Superior Image & performance
- 20. BRAND KNOWLEDGE BRAND AWARENESS BRAND IMAGE BRAND RECALL BRAND RECOGNITION TYPES OF BRAND ASSOCIATION FAVOURABILITY STRENGTH UNIQUENESS ATTRIBUTES BENEFITS ATTITUDES NON PRODUCT RELATED PRODUCT RELATED FUNCTIONAL EXPERIENTIAL PRICE USER IMAGERY BRAND PERSONALIT Y FEELINSG & EXPERIENCES SYMBOLIC
- 21. BRAND IMAGE TYPES OF BRAND ASSOCIATIONS FAVOURABILITY STRENGTH UNIQUENESS Desirability & deliverability Pervasiveness Brand ambassadors Colors MarkeOng Campaign Pricing policy CustomizaOon AVributes benefits & aWtudes
- 22. BRAND KNOWLEDGE BRAND AWARENESS BRAND IMAGE BRAND RECALL BRAND RECOGNITION TYPES OF BRAND ASSOCIATIONS FAVOURABIL ITY STRENGTH UNIQUENESS ATTRIBUTES BENEFITS ATTITUDES NON PRODUCT RELATED PRODUCT RELATED FUNCTIONAL EXPERIENTIAL PRICE USER IMAGERY BRAND PERSONALIT Y FEELINGS & EXPERIENCES SYMBOLIC
- 24. SALIENCE PERFORMANCE IMAGERY JUDGMENTS FEELINGS RESONANCE IDENTITY Who are you? MEANING What are you? RESPONSE What about you? RELATIONSHIP What about you and me? Deep, broad brand awareness Points of Parity and Difference Positive accessible reactions Intense, active loyalty
- 25. PERFORMANCE IMAGERY JUDGMENTS FEELINGS RESONANCE IDENTITY Who are you? MEANING What are you? RESPONSE What about you? RELATIONSHIP What about you and me? Deep, broad brand awareness Points of Parity and Difference Positive accessible reactions Intense, active loyalty Luxury retail clothing segment Comfort and Support
- 26. SALIENCE IMAGERY JUDGMENTS FEELINGS RESONANCE IDENTITY Who are you? MEANING What are you? RESPONSE What about you? RELATIONSHIP What about you and me? Deep, broad brand awareness Points of Parity and Difference Positive accessible reactions Intense, active loyalty • Reliable • Durable • Stylish • Price
- 27. SALIENCE PERFORMANCE JUDGMENTS FEELINGS RESONANCE IDENTITY Who are you? MEANING What are you? RESPONSE What about you? RELATIONSHIP What about you and me? Deep, broad brand awareness Points of Parity and Difference Positive accessible reactions Intense, active loyalty Fashionable, Trendy Spirited, Classy
- 28. SALIENCE PERFORMANCE IMAGERY FEELINGS RESONANCE IDENTITY Who are you? MEANING What are you? RESPONSE What about you? RELATIONSHIP What about you and me? Deep, broad brand awareness Points of Parity and Difference Positive accessible reactions Intense, active loyalty Credible ConsideraOon Superiority
- 29. SALIENCE PERFORMANCE IMAGERY JUDGMENTS RESONANCE IDENTITY Who are you? MEANING What are you? RESPONSE What about you? RELATIONSHIP What about you and me? Deep, broad brand awareness Points of Parity and Difference Positive accessible reactions Intense, active loyalty Excitement Social approval Self respect
- 30. SALIENCE PERFORMANCE IMAGERY JUDGMENTS FEELINGS IDENTITY Who are you? MEANING What are you? RESPONSE What about you? RELATIONSHIP What about you and me? Deep, broad brand awareness Points of Parity and Difference Positive accessible reactions Intense, active loyalty Community Engagement Behavioral loyalty AWtudinal aVachment
- 32. CULTURE RELATIONSHIP INTERNALIZATION EXTERNALIZATION CONSTRUCTED SOURCE CONSTRUCTED RECEIVER
- 33. CULTURE RELATIONSHIP INTERNALIZATION EXTERNALIZATION CONSTRUCTED SOURCE CONSTRUCTED RECEIVER Good quality Durable InnovaOve Trendy Designs USP
- 34. CULTURE RELATIONSHIP INTERNALIZATION EXTERNALIZATION CONSTRUCTED SOURCE CONSTRUCTED RECEIVER CONFIDENT SOPHISTICATED CLASSY TRENDY SEXY GLAMOROUS
- 35. RELATIONSHIP EXTERNALIZATION CONSTRUCTED SOURCE CONSTRUCTED RECEIVER FASHIONABLE MODERN OUTGOING ELEGANT ACHIEVER SUCCESSFUL
- 36. CONSTRUCTED SOURCE CONSTRUCTED RECEIVER CULTURE INTERNALIZATION PERSONAL TOUCH EMPATHY INFLUENCING YET NOT IMPOSING
- 37. CULTURE RELATIONSHIP INTERNALIZATION EXTERNALIZATION CONSTRUCTED SOURCE CONSTRUCTED RECEIVER RICH OUTWARD MODERN FASHIONABLE HIGH STATUS
- 38. CULTURE RELATIONSHIP INTERNALIZATION EXTERNALIZATION CONSTRUCTED SOURCE CONSTRUCTED RECEIVER HIGH INCOME SEGMENT CONFIDENT UNIQUE
- 39. Brand Elements
- 41. Brand Elements Logo Traditional Gucci Logo Sub Brand: Gucci Goddess
- 43. Goddess Bras | Panties | Nightwear | 1-2-3 Your way Website Mock Design
- 47. Brand Elements Packaging ‘Because beauty, quite literally, is on the inside!’
- 49. Opportunities Challenges USA & Europe • None of our competitors (eg: Burberry, Armani) have tapped into lingerie line • No effect on the Fashion Industry during recession • Gucci has been successful in the niche segment • Strong existing competition: Victoria Secret, La Senza & local premium brands • ‘Gucci Goddess’ might be given secondary preference being a new brand • Europe has their own beloved luxury lingerie lines • Eg: Aubade in France, Irma La Douce in Germany etc
- 50. Challenges China & Japan Opportunities • Single largest market for lingerie – Over 650 million women • High preference for luxury brands • Customers prefer customization • Brand conscious • Chinese and Japanese consumers are a lot more conservative compared to Europeans
- 51. Challenges Middle East Opportunities • Growing retail market worth $171m in 2010 • Limited competitor presence - Victoria Secret has only 6 stores over Middle East • Increasing strong demand despite the credit crunch for luxury premium quality products • Sole competitor - Canadian brand - La Vie en Rose; has over 55 stores • Advertising restrictions
- 52. Thank you ‘Because beauty, quite literally, is on the inside!’