Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Gucci CBBE

International Marketing
by

Robert Mitkov

on 10 February 2015

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Gucci CBBE

Salience
Performance
Imagery
Judgement
Feeling
Resonance
The logo is 'the most recognisable fashion logo ever created' (Famous Logos, n.d.)
The 'Made in Italy' slogan directly relates to the country of origin
Italy is a leading country in art, fashion, and design
Gucci is all about Italian design
http://worldaroundthegirl.files.wordpress.com/2013/09/42.jpg
http://www.famouslogos.us/gucci-logo/
Exclusivity
Gucci was cited as having the most expensive pair of jeans "Genius Jeans" in existence. Sold for $3,134 !
http://www.gucci.com/uk/about/show
http://www.maisonchaplin.com/2010/03/gucci-artisan-corner.html#sthash.0GiJXjQb.dpbs
Italian craftsmanship
Quality
Unparalleled design
Personalization: Kit out Rolls Royce's with Gucci interior
The key functional benefits are quality and design
Top end price range
Made to measure clothing line
Same day delivery in New York
Complimentary gifts with every purchase
Corporate Social Responsibility : 'Chime for Change'
Gucci founded a community to promote education, health and justice for women around the globe.
Veblen Effect
Source: Gucci.com
Brand Response
Brand Response
Consideration
Duality in brand positioning pairing modernity and heritage

Strategic alliances with celebrities as Brand Ambassadors - sign of prestige

Gucci combines heritage, modernity, and prestige
http://www.celebrityendorsementads.com/celebrity-endorsements/celebrities/rihanna/
http://www.blogtoplist.com/rss/gucci.html
Engagement
http://www.chimeforchange.org/
Gucci: Key Facts & Figures
Loyal customers created blogs to converse with fellow enthusiasts to discuss Gucci products and
Celebrity affiliation.

Founded in Florence, Italy by Gucio Gucci in 1921

High end fashion apparel and accessories

Annual revenue of 4.2 bln Euros (Business Week, 2009)

278 stores worldwide

38th top brand (Interbrand, 2013)

Superiority
Guinness World Records (1998)
Conclusion
Brand experience

Brand energizes customers


Psychological Empowerment
Prestige
GUCCI
Customer-Based Brand Equity Analysis

Community
What should Gucci do in order to become the top brand in the luxury goods industry?

Interbrand, 2013
... focus on Resonance
Gucci is the most coveted and aspirational luxury brand in the world today.
http://www.marketresearchworld.net/content/view/2053/77/
Social media sites
Thank you. Presented by Sebastien Turnbull-Cooke & Robert Mitkov
Full transcript