Brand Personality Prism

Topics: Brand, Color, Logo Pages: 8 (1935 words) Published: August 17, 2013
An overview about the Brands
The Group has a consolidated identity comprised of colour, authentic fashion, quality at democratic prices and passion for its work: these values are reflected in strong, dynamic personality of the brand.Benetton Group looks ahead with the young eyes of the future. Its story is built on innovation and seeing where others fail to see. Always at the cutting edge - with colour, with its sales outlet revolution, with an absolutely unique production and commercial network and with a universal form of communication, creating both a phenomenon and cultural debate - Benetton was global before globalisation, but in its own way. From the start, Benetton saw fashion as a global village where young people of every race live. It travels at the world’s speed, overcoming geographical, political and ideological boundaries. Benetton is a responsible Group, receptive to the present time and attentive to the environment, to human dignity and to the transformation of society. It creates value and aims at growth, not as an end in itself, but as a means for contributing to progress.

Levi Strauss & Co. (LS&CO.) is one of the world's largest brand-name apparel marketers with sales in more than 110 countries. There is no other company with a comparable global presence in the jeans a n d c a s u a l p a n t s m a r k e t s . T o d a y , t h e L e v i ' s ® t r a d e m a r k i s o n e o f t h e m o s t r e c o g n i z e d i n t h e w o r l d a n d i s registered in more than 160 countries. The company is privately held by descendants of the family of Levi Strauss. Shares of company stock are not publicly traded. The company employs a staff of approximately 8,850 people worldwide, including approximately 1,000 people at its San Francisco, California headquarters. Levi Strauss & Co currently makes jeans in approximately 108 sizes and 20 finish fabrics. Recently the company is committed to building up on strong heritage and brand equity as they position the company for future growth.


Brand Personality Comparison
DARING AND SPIRITED United colors of Benetton is considered full of excitement according to the Brand personality framework of Jennifer Aakar. The Benetton basically focuses on color, energy and practicality. Therefore in the mind of the target Benetton holds a position of openness holding a metro sexual mass as well. Therefore daring could

be one of the most “excitement” phenomena of Benetton. Benetton is a “daring” and “spirited” brand and it has positioned itself targeting the metro sexual in the minds of its consumers. It focuses on social commitments like building equality as well as being eco friendly. Therefore its personality emerges out to be “daring and spirited”.


IMAGINATIVE AND UP-TO-DATE Levi’s also falls in the “excitement” thing of brand personality by Aakar but in a different way, more of imaginative and up-to-date. Levi’s is imaginative because It is an artistic brand giving focus on music and fun. Its marketing style itself shows that as it emphasizes on traditional pop and punk rock, those vintage music clearly to make the those young and enthusiastic people as its target.

It is “imaginative” because it has innovations at every footsteps and targeting again the highly spirited youth. There’s innovation in its designs that too bold ones like “red loop” recently. The name itself says so.


Brand Colors Comparison

The slogan of Benetton is “All the colors of the world” i.e United colors of Benetton. And the color “green” used in the brand because this color unites the world. The Benetton Group aims at all times to combine economic growth with social commitment, competitiveness, care for the environment, business and ethics. The people – their moral values, daily input and desire to look to the future and to be the best – are considered central to every plan and...

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