This document summarizes and compares key aspects of the brands Giorgio Armani and Armani Exchange. It outlines their brand elements, brand knowledge, brand building blocks, brand identity, segmentation and targeting, and positioning. Giorgio Armani is positioned as a luxury, high-end fashion brand while Armani Exchange targets younger consumers with more affordable prices. Both brands are known for their stylish designs but have very different price points, target demographics, and brand identities.

2. Agenda
1. Background
2.Brand Knowledge
3.Brand Building Blocks
4.Brand Identity Prisms
5.Brand Elements
6.STDP Comparison

4. Introduction
Italian high-end fashion
First eponymous label
1975 in Milan
Brand Value: $3.1b
NP: 194.2m EUR in 2012
Available at boutiques
Mass market fashion
1991 in Manhattan, U.S.
Provocative ad campaign
> 200 stores worldwide
Available online

6. Brand Elements
Giorgio Armani Armani Exchange
Brand
Name
Name of the designer
Higher brand recognition
& awareness
Premium Price
Easy to pronounce
Causal & Fun
Affordable price
URL
http://www.armani.com/giorgioar
mani/
www.armaniexchange.com
Logos
and
Symbols
Simplistic and elegant
Rounded “G” completing a
curved “A” letter
Visually distinctive
A|X trademark

7. Brand Elements
Giorgio Armani Armani Exchange
Character
/Jingle/
Slogan
No particular No particular
Packaging
The Attitude: 2008 Best
Packaging of the Year in the
Perfume Awards
Art Deco architecture
Simple design with
brand name

9. Brand Knowledge

10. Brand Awareness
Giorgio Armani
Armani
Exchange
Brand Recall
Very strong
Top-of-mind
awareness
Weaker
Brand
Recognition
Strong Strong

11. Brand Awareness
Report archived from A.C. Neilsen

12. Brand Image - Types of
Brand Association
Giorgio Armani Armani Exchange
Attributes
Product
-related
Simple Cut
Sleek design
High quality
Stylish
Simple design
Non-
product
related
Very high price
Black & white
packaging
Movie stars
High-end
professionals
Affordable price
Stylish, young
packaging
Sexy, urban young
adults
Attractive + Hot

13. Brand Image - Types of
Brand Association
Giorgio Armani Armani Exchange
Benefits
Symbol of wealth
High social-class
Symbol of edgy
fashion sense
Attitude
High quality
Reliable
Good services
Fashion brand
Reasonable price
New designs
Innovative

14. Other Dimensions of
Brand Association
Giorgio Armani Armani Exchange
Favorability Positive Positive
Strength Much stronger Relatively weaker
Uniqueness Very unique
May resemble other
fast fashion brands

16. Brand Building Blocks

17. Brand Identity
Giorgio Armani
Premium brand (high-end)
Express unique character of
Giorgio Armani
Strong breadth and depth of
awareness
Armani Exchange
Lowest brand portfolio
Price-sensitive
Sensual, Unique, Sexy
Trendy pop dance music an
street-chic
Strong breadth but weak
depth of awareness

18. Brand Meaning
Giorgio Armani
High quality, Up-to-date
Efficient services & Empathy
Armani Exchange
Decent and reliable quality
Moderately priced for mass
market; regular promotions
Giorgio Armani
User profile: wealthy, good
reputation
Sophistication, Androgynous,
Superior Hollywood Stars
Armani Exchange
User profile: Hip youngsters
Adventurous, Individualistic,
Stylish Youth

19. Brand Responses
Giorgio Armani
Matt Damon
“Epitome of Taste, Class and
Success”
Julia Roberts
“Respect, Confidence and
Ease”
Armani Exchange
Trendy, Street-style
Pop Culture
Comfortable and Affordable
Giorgio Armani
Effortless grace
Timeless elegance
Fresh modern sensibility with
neutral palette
Armani Exchange
Value-for-money designer
clothes
High quality

20. Brand Relationships
Giorgio Armani
“American Gigolo” movie
(eg: Richard Gere)
Hollywood Red carpet
Sochi 2014 Winter Olympic
Sponsorship
Support Charity Events
(eg: Paris Photo)
Ban anorexic models
UNICEF Tap Project
Armani Exchange
Smaller segment of loyal
customers
Higher competition
Low customers switching
costs

22. Brand Identity Prism
Giorgio Armani Armani Exchange
Physique Highest premium product
Recognisable style of elegance
Less conventional and softer
fabrics
Professional look/style
Casual wear; including denim
Luxury clothing at an
affordable price
Personality Giorgio Armani
Style without excessive design
Sensual and simple
High-class
Seductive
Smart and Carefree
Very social
Relationship Fashion-Conscious
Unique Armani style
Exclusivity
Armani’s promise of quality
Armani’s trademark
Friendly/Social

23. Brand Identity Prism
Giorgio Armani Armani Exchange
Culture
European simplicity
Italian
Status symbol
Modern and urban
International
Reflection Older demographic
(35-50)
Successful
Elegant
Young demographic
(18-30)
Sexy fashion
Part of lifestyle
Self-image
I am elegant
I am sophisticated
I am successful
I am casual yet
sophisticated
I am successful
I am attractive (chic)

25. Segmentation + Targeting
Georgio Armani
30-50 years old
Geographic
• Best location in large cites. E.g
Bond street
• Luxury Shopping malls
• Key Market: Major city European
Market and other countries like
first tier cities in China
Social class
• Upper Class
Income
• High Income
Armani Exchange
18 – 30 years old
Geographic
• Malls
• 200 store worldwide
• Key market: US, UK,
Mexico, Korea, Japan,
China
Social class
• Middle or Upper middle
class
Income
• Middle income

26. Segmentation + Targeting
Armani
exchange
Product differentiation
Handmade
and machine
Style
and Design
Service differentiation
One to one
assistance
Alteration
Brand differentiation Luxury
Promotion
differentiation
Armani
Exchange
Price differentiation
Promotion
differentiation Sale

27. Positioning Map
Expensive
Cheap
Accessible Exclusive