is a symbol that distinguished a product made by one firm from the others
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is a symbol that distinguished a product made by one firm from the
others
BRAND
CLASSICis a brand that belongs to the
past, to tradition
LUXURYis an
expensive brand, an
elite brand
A
Quality safety design symbol fashion origin
Manuela Nucci
Almost every Almost every fashion labelfashion label
brands is brands is manufacturing manufacturing
ininASIA
is an example
But the top But the top luxury brands luxury brands
will continue to will continue to be seenbe seen as as EuropeanEuropean
Europe
A brand is a set of associations in the mind of the consumer and one of
these is the country of origin
TRADEMARKis a formally registered name or symbol identifying the origin of a product or serviceregistered
trademark A
A
offers exclusive use legal actions licenses and
franchises difference from
competitors
NIKE Adidas
Reebok
COMPETITION
STRATEGY: celebrity athlete
endorsement product design advertising
comp
etitio
n
competition
design
function size increasing
population young people
NOKIA SAMSUNG
function size
ADVERTISING is an attempt to get the right message to the right people at the right time
The Nike mission to bring inspiration and innovation to every athlete in the world and to wake up the
consumers
Advertising campaigns original revolutionary daring transparent consistent
QUALITY
reliability value for money durability authenticity well designed hand made
a bargain expensive cheap
qualityqualit
y
quali
ty
quality
is a German manufacturer of high quality domestic appliances, commercial
equipment and fitted kitchens
“forever
better”
produce component locally costs are higher legendary quality innovation longevity difficulty generations are
more costs conscious
Miele
“Miele is like a permanent promisethat must be kept”
ORGANIZATION is a cleaning company located in the heart of Helsinki
original and coloured office decentralize responsibility abolish the rules assist the consumers abolish titles training program eliminate paper
“people
work better if
they are
happy while routine kills them”
“kill routine before it
kills you!”
LEADERSHIPWhat makes a good leader?
decisive, motivated, adventurous, energetichonest, humane, understanding, flexiblecharismatic, informal, balanced
IKEA The leader isKamprad charismatic informal a no ordinary multi-billionaire the 17th richest person in the world affectionate attentive to detail long term planning
Philosophy well-designed furniture
reasonable prices
“live your life, love
your home”
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