ild branding plan - index [eng]
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DESCRIPTION
CLIENT: ITALY LUXURY DESIGN [restructuring]COMMISSIONED BY: HOUSEGEST ITALY Srl [construction company]PERIOD: July 2013 - February 2014BRIEF: launch new brand to market expansionTASK: brand, target and market analysis; definition of competitive advantage, brand values and business approach; branding plan; trademark and brand identity restyling; organisation and supervision of photo shoot; creation of website and renovations’ portfolio organisation; strategies to gain online and offline visibility; direct marketing strategies and meetings with potential associates; strategic consulting for the new business development.MY ROLE: account director, brand manager, strategic planner, web architect, content manager, creative directorTRANSCRIPT
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ITALY LUXURY DESIGN [branding plan]
Alessandra ColucciBrand Care consultant
alessandracolucci.com
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ITALY LUXURY DESIGN [branding plan]
INDEX
PREMISESBACKGROUND
GOALS
KEYWORDS
TARGETDEFINITION
DIRECT TARGET ANALYSIS
INDIRECT TARGET ANALYSIS
ALTRNATIVE TARGET ANALYSIS
COMPLEMENTARY TARGET ANALYSIS
COMPETITORSDEFINITION
CANDY & CANDY - LONDRA
RP - MILANO
ARCHIHOUSE - ROMA
DV - ROMA
PERONE BUILDING GROUP - MILANO
INPUT & STRATEGIESTRADEMERK, PAY-OFF AND BRAND IDENTITY
TRADEMARK RESTYLING BRAND IDENTITY BUSINESS CARD
BROCHURE AND PRESENTATION
BROCHURE RESTYLINGWEBSITE
WEBSITE RESTYLING SOCIAL NETWORKING PROFILES
CLIENTS PORTFOLIO
POSTCARD DIRECT MARKETING CAMPAIGN ROADSHOWS PARTNERSHIPS
CONTACTS
003003
004
004
005005
006
009
011
012
013013
014
016
019
020
022
024024
027
028
029
032
033
034
035
037
040
042
044
046
050
055