Guess Brand Positioning
1 INTRODUCTION
Guess is a universally known brand with a fashionable and unique style towards their diverse product range. They cater their products for all ages, from babies to the sophisticated market, including the male and female targeted group.
According to the Guess website (no date), the Marcianos found in 1981, a small denim company in California. Guess continues to be guided by the Marcianos brothers, Paul and Maurice. They saw an opportunity to combine the European and American culture to create the brand Guess. Guess has expanded over the years to such an extent that it is one of the largest and most successful fashion brands in the world.
The assignment will focus on Guess’s brand identity and positioning in the market. The author used the World Wide Web to research the Guess company. The objective of the assignment is to illustrate the success of Guess through the identity and positioning of the company.
2 BRAND IDENTITY
According to Lake (no date) brand identity is defined as “how you want the consumer to perceive your product or your brand. Companies try to bridge the gap between the brand image and the brand identity.”
Kapferer (no date) identifies that the following questions should first be answered before the brand identity of Guess will clearly be defined:
2.1 What is the brands’ particular vision and aim?
The Guess website (no date) identifies that their mission statement is as follow: • Guess is committed to be the worldwide leader in the fashion industry.
• Guess delivers excellent quality products and services which is consistent with the portrait brand and their image.
• They strive to listen to their customers, partners and associates to fulfill customer satisfaction in the end.
• Guess constantly gives back to the community, support humanity and ultimately protect the environment.
• They believe in teamwork, trust, respect and an environment of open communication.
2.2 What makes it different?
Guess is a universally known brand with a fashionable and unique style towards their diverse product range. They cater their products for all ages, from babies to the sophisticated market, including the male and female targeted group.
According to the Guess website (no date), the Marcianos found in 1981, a small denim company in California. Guess continues to be guided by the Marcianos brothers, Paul and Maurice. They saw an opportunity to combine the European and American culture to create the brand Guess. Guess has expanded over the years to such an extent that it is one of the largest and most successful fashion brands in the world.
The assignment will focus on Guess’s brand identity and positioning in the market. The author used the World Wide Web to research the Guess company. The objective of the assignment is to illustrate the success of Guess through the identity and positioning of the company.
2 BRAND IDENTITY
According to Lake (no date) brand identity is defined as “how you want the consumer to perceive your product or your brand. Companies try to bridge the gap between the brand image and the brand identity.”
Kapferer (no date) identifies that the following questions should first be answered before the brand identity of Guess will clearly be defined:
2.1 What is the brands’ particular vision and aim?
The Guess website (no date) identifies that their mission statement is as follow: • Guess is committed to be the worldwide leader in the fashion industry.
• Guess delivers excellent quality products and services which is consistent with the portrait brand and their image.
• They strive to listen to their customers, partners and associates to fulfill customer satisfaction in the end.
• Guess constantly gives back to the community, support humanity and ultimately protect the environment.
• They believe in teamwork, trust, respect and an environment of open communication.
2.2 What makes it different?