BRAND IDENTITY- The Concept Brand management starts from the concept of brand identity. Brand identity has been defined as a word or a logo‚ related to a product‚ that at the beginning has no sense and then‚ year after year‚ it acquires a meaning determined by the products and the communications of the past. Firms can’t manage directly the sense behind their brands but they have to manage it through brand identity as perceived by the market. While brand image is a reception concept‚ identity is on
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Research Proposal Gucci consumers in Australia: perceived value and satisfactions towards online retailing Managerial Problem: Could Gucci deliver the whole brand value through online service? Managerial question: How do Gucci consumers regard shopping Gucci online? Research Problem: Examine the consumers’ perceived value about shopping Gucci online in Australia Research questions: To what extend consumers perceive the value of Gucci online service? Introduction Gucci is a successful global
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5 BCG matrix Brands under Gucci group The Gucci Groupe in now a muiti- brand conglomerate ‚with a collection of high fashion brands ‚like : Gucci Yves Saint Laurent Alexander McQueen Stella McCartney Sergio Rossi Balenciaga Bottega Veneta Today ‚ it is one of the world’s leading luxury brands‚in fact the name Gucci conjures a vibe of exclusivity and prestige‚an Italian brand of quality. BCG Matrix of Gucci Group [pic] [pic] As the Creative director
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trend. From the production to runways and to the final consumers it goes through several processes‚ which are know as product development process. Executive Summary Ever since Guccio Gucci founded the house in Florence in 1921‚ the brand has been a destination for the world’s most discerning men and women. Gucci represents the best of Made in Italy with its distinctive combination of richness‚ high artistry and contemporary glamour. Today‚ the House’s commitment to excellence continues under the
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high quality‚ designs. Paris-based luxury brand conglomerate PPR is a good example of this split. Its in-house brand Bottega Veneta sells leather goods without overt logos. Bottega sales soared 62% in the first half of this year. PPR’s other brand Gucci‚ with its prominent "G" label‚ had a strong 17% increase in sales‚ but it paled in comparison with its other in-house brand. The trend hit other well-known brands particularly hard. Burberry Group PLC (BBRYF)‚ purveyor of the easily identifiable
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Country Report on BRAND MANAGEMENT OF BURBERRY By Abhinav Goyal A0102211183 MBA-M&S Class of 2013 Under the Supervision of Dr. Ashish S. Noel Department of Finance‚ Amity Business School In Partial Fulfillment of the Requirements for the Degree of Master of Business Administration ( SAP ) At AMITY GLOBAL BUSINESS SCHOOL LONDON DECLARATION I declare ‚ (a)That the work presented for assessment in this Country Report‚ Amity SAP London is my own‚ that it has not
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consumer goods producer (acquisition strategy). ▪ Sara Lee left Coach’s strategy and operations intact but by 1990’s the company performance began to decline as consumer shifted preference to a more stylish French and Italian handbags such as Gucci‚ Prada‚ Louis Vuitton‚ etc. ▪ In 1996‚ there was a change in the management having Reed Krakoff as the new creative director‚ an ex Tommy Hilfiger designer. He believed that new products should be based on market research rather than on designer’s
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Overseas Purchasing: New challenge for Chinese luxury retailers Abstract Chinese luxury consumers start to account for more percentage for the world luxury goods sales. However‚ domestic retailers do not benefit from this trend‚ because Chinese consumers prefer to purchase luxury products from foreign countries. As a result‚ the growth domestic luxury market trends to slow down. In order to avoid that disadvantage‚ some of the largest luxury retailers have claimed to slow and cease their plan for
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Luxury brands‚ like LVMH‚ are usually less affected by e.g. the recession‚ as the mass are less sensitive to price changes. Competitors: Gucci Group & Richemont * Star brands: LVMH (68)‚ Richemont (20)‚ Gucci Group (16) * Global distribution: LVMH‚ Richemont‚ Gucci Group * Diversification of products: LVMH (5 categories)‚ Richemont (3 categories)‚ Gucci Group (5 categories). Low 3) SWOT ANALYSIS * Strengths: large portfolio in different categories‚ distributed globally‚ leader
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International Marketing Assignment 1.0 Introduction Gucci was founded in Florence‚ Italy since the year 1921 (90 years ago) and is one of the world’s leading luxury fashion brands. Its Target Markets include women‚ men and children 0 to 8 years of age and their products are positioned to be high quality goods which are sold at premium prices based on the type of good that is being sold to the Target Market. The Gucci Brand operates in the following areas – Africa and the Middle East
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