warwick business school: global branding presentation
DESCRIPTION
Powerpoint slides for Global Branding module at WBSTRANSCRIPT
Agenda
1.Background
2.Brand Knowledge
3.Brand Building Blocks
4.Brand Identity Prisms
5.Brand Elements
6.STDP Comparison
Introduction
Italian high-end fashionFirst eponymous label
1975 in MilanBrand Value: $3.1b
NP: 194.2m EUR in 2012Available at boutiques
Mass market fashion1991 in Manhattan, U.S.Provocative ad campaign> 200 stores worldwide
Available online
Brand Elements
Giorgio Armani Armani Exchange
Brand Name
Name of the designer
Higher brand recognition & awareness
Premium Price
Easy to pronounce
Causal & Fun
Affordable price
URL http://www.armani.com/giorgioarmani/ www.armaniexchange.com
Logos and
Symbols
Simplistic and elegant
Rounded “G” completing a curved “A” letter
Visually distinctive
A|X trademark
Brand Elements
Giorgio Armani Armani Exchange
Character/Jingle/ Slogan
No particular No particular
Packaging
The Attitude: 2008 Best Packaging of the Year in the
Perfume Awards
Art Deco architectureSimple design with
brand name
Brand Knowledge
Brand Awareness
Giorgio Armani Armani Exchange
Brand RecallVery strong
Top-of-mind awareness
Weaker
Brand Recognition Strong Strong
Brand Awareness
Report archived from A.C. Neilsen
Brand Image - Types of Brand Association
Giorgio Armani Armani Exchange
Attributes
Product-related
Simple Cut
Sleek design
High quality
Stylish
Simple design
Non-product related
Very high price
Black & white packaging
Movie stars
High-end professionals
Affordable price
Stylish, young packaging
Sexy, urban young adults
Attractive + Hot
Brand Image - Types of Brand Association
Giorgio Armani Armani Exchange
BenefitsSymbol of wealth
High social-classSymbol of edgy fashion sense
Attitude
High quality
Reliable
Good services
Fashion brand
Reasonable price
New designs
Innovative
Other Dimensions of Brand Association
Giorgio Armani Armani Exchange
Favorability Positive Positive
Strength Much stronger Relatively weaker
Uniqueness Very unique May resemble other fast fashion brands
Brand Building Blocks
Brand Identity
Giorgio Armani
Premium brand (high-end)
Express unique character of Giorgio Armani
Strong breadth and depth of awareness
Armani Exchange
Lowest brand portfolio
Price-sensitive
Sensual, Unique, Sexy
Trendy pop dance music an street-chic
Strong breadth but weak depth of awareness
Brand Meaning
Giorgio Armani
High quality, Up-to-date
Efficient services & Empathy
Armani Exchange
Decent and reliable quality
Moderately priced for mass market; regular promotions
Giorgio Armani
User profile: wealthy, good reputation
Sophistication, Androgynous, Superior Hollywood Stars
Armani Exchange
User profile: Hip youngsters
Adventurous, Individualistic, Stylish Youth
Brand Responses
Giorgio Armani
Matt Damon “Epitome of Taste, Class and
Success”
Julia Roberts “Respect, Confidence and
Ease”
Armani ExchangeTrendy, Street-style
Pop Culture
Comfortable and Affordable
Giorgio Armani
Effortless grace
Timeless elegance
Fresh modern sensibility with neutral palette
Armani Exchange
Value-for-money designer clothes
High quality
Brand Relationships
Giorgio Armani
“American Gigolo” movie (eg: Richard Gere)
Hollywood Red carpet
Sochi 2014 Winter Olympic Sponsorship
Support Charity Events (eg: Paris Photo)
Ban anorexic models
UNICEF Tap Project
Armani Exchange
Smaller segment of loyal customers
Higher competition
Low customers switching costs
Brand Identity Prism
Giorgio Armani Armani ExchangePhysique Highest premium product
Recognisable style of elegance
Less conventional and softer fabrics
Professional look/style
Casual wear; including denim
Luxury clothing at an affordable price
Personality Giorgio Armani
Style without excessive design
Sensual and simple
High-class
Seductive
Smart and Carefree
Very social
Relationship Fashion-Conscious
Unique Armani style
Exclusivity
Armani’s promise of quality
Armani’s trademark
Friendly/Social
Brand Identity Prism
Giorgio Armani Armani Exchange
CultureEuropean simplicity
Italian
Status symbol
Modern and urban
International
Reflection Older demographic (35-50)
Successful
Elegant
Young demographic (18-30)
Sexy fashion
Part of lifestyleSelf-image I am elegant
I am sophisticated
I am successful
I am casual yet sophisticated
I am successful
I am attractive (chic)
Segmentation + Targeting
Georgio Armani
30-50 years old
Geographic• Best location in large cites. E.g
Bond street • Luxury Shopping malls• Key Market: Major city European
Market and other countries like first tier cities in China
Social class• Upper Class
Income• High Income
Armani Exchange
18 – 30 years old
Geographic• Malls • 200 store worldwide• Key market: US, UK,
Mexico, Korea, Japan, China
Social class• Middle or Upper middle
class
Income• Middle income
Segmentation + Targeting
Armani exchange
Product differentiation
Handmade and machine
Style and Design
Service differentiation
One to one assistance
Alteration
Brand differentiation Luxury
Promotion differentiation
Armani Exchange
Price differentiation
Promotion differentiation Sale
Positioning Map
Expensive
Cheap
Accessible Exclusive