Benetton is currently perceived as an exciting brand focused on color and style. To increase customer equity, the document proposes leveraging Benetton's brand personality through self-expression, relationships, and functional benefits. It also discusses Benetton's utilitarian, hedonic, link, and ethical values for customers. Going forward, the document recommends segmenting Benetton stores to target specific audiences and reposition the brand as a full lifestyle brand offering fashion and quality options worldwide.

1. Advanced Marketing 2007/2008 DR. Christian Bluemelhuber, Professor for Marketing Student : Perez Michaël Student-number : 45 INGE4F Homework Brand : Benetton

3. How is Benetton perceived by its customers ?

7. How to increase Benetton’s customer equity ?

11. How to increase Benetton’s customer equity ? First model : self-expression model Brand personality is in a social context where individuals evaluate and interpret another person’s identity Brand personality fits with the customer’s self-expression needs Brand personality becomes an effective way of expressing consumer’s personality  Brand Equity  Customer Equity + The actual identity of customers An ideal to which customers might aspire OR

14. How to increase Benetton’s customer equity ? Second model : relationship basis model Dimensions of Brand Relationship Quality  Behavioral interdependence  Intimacy  Partnership quality  Self-concept connection  Love & passion  Nostalgic connection  Personal commitment  Brand Loyalty  Brand Equity  Customer Equity

18. What are the values of Benetton to customers ?

22. What could be a positioning for the future ?

26. Development of a long tail idea for Benetton

31. Appendix 1 Perceived company and advertising values Consumer values Liking of company and advertisements

32. Appendix 2

33. Appendix 3

34. Appendix 4

35. Appendix 5