Global Branding

Group Number 18

1256974, 1265798, 1262877, 1057930, 1260624

Goddess
 INTRODUCTION
•  Most valuable and premium Global Italian Brand dealing in
leather goods, shoes, ready to wear, jewelry and watches.

•  Ranked 38 in Top 100 Global Brands

•  Designs, manufactures and distributes highly desirable

products

•  380 directly operated stores worldwide

•  Brand value stands at USD 9.4 Billion in 2012 as compared to

the average brand value of the luxury market .i.e. USD 7.8
Billion

(Interbrand, 2012)
 Segmentation
Targeting
Positioning
Differentiation
 Segmentation
Geographic Psychographic Behavioural
Demographic

Age: 26 - 40

Gender: Female

Higher Income Group

 Segmentation
Demographic Psychographic Behavioural
Geographic

1st Phase –
USA & Europe

2nd Phase –
China &
Japan

3rd Phase –
Middle east
 Segmentation
Demographic Geographic Behavioural
Psychographic

h ion
Fas cious e ndy
us s Tr
t a t
C
S Quo S
o n
ia lit e s
o l d f ide n
oc B Con

LIFESTYLE PERSONALITY
 Segmentation
Demographic Geographic Psychographic Behavioural

Occasion
User Status
Loyalty
Targeting  

Hazel
26-40 years
•  Loves shopping, partying &
reading Vogue
•  Is ambitious & confident
•  Is fun, friendly & fashionable
•  Belongs to the high income
group
 Positioning  
Bold
Glamorous
Exclusive
Sexy
 
 
 
Classy
 
   
 Differentiation  

1 2 3

First mover Customization Point of

advantage opportunity difference
In-store Experience
Sources of Brand
knowledge
 BRAND  RECALL   PRICE  
BRAND  
AWARENESS  

BRAND   USER  
RECOGNITION   IMAGERY  
NON  
PRODUCT  
RELATED  

ATTRIBUTES   BRAND  
PERSONALITY  
PRODUCT  
RELATED  
FEELINGs  &  
EXPERIENCES  

BRAND   FUNCTIONAL  
KNOWLEDGE  
TYPES  OF  
BRAND   BENEFITS  
ASSOCIATIONS   EXPERIENTIAL  

FAVOURABIL
ITY     SYMBOLIC  
BRAND  IMAGE  

ATTITUDES  
STRENGTH  

UNIQUENESS  
 BRAND  RECALL   PRICE  
BRAND  
AWARENESS  

BRAND   USER  
RECOGNITION   IMAGERY  
NON  
PRODUCT  
RELATED  
BRAND  
ATTRIBUTES   PERSONALIT
Y  
PRODUCT  
RELATED  
FEELINGS  &  
EXPERIENCES  

BRAND   FUNCTIONAL  
KNOWLEDGE  
TYPES  OF  
BRAND   BENEFITS  
ASSOCIATNS   EXPERIENTIAL  

FAVOURABIL
ITY     SYMBOLIC  
BRAND  IMAGE  

ATTITUDES  
STRENGTH  

UNIQUENESS  
 PRICE   Value  based  pricing  strategy  

NON  
USER  IMAGERY   Bold,  glamorous  &  sexy    
PRODUCT  
ATTRIBUTE  
 
RELATED
S BRAND   Excitement,  competence  &    
PERSONALITY   SophisOcaOon  
PRODUCT  
RELATED  
FEELINGS  &   Social  approval,    
EXPERIENCES   self  respect  

•  Good  quality    
•  Comfort    
•  Trendy    
•  Colors  
•  CustomizaOon  opOons  
 BRAND  RECALL   PRICE  
BRAND  
AWARENESS  

BRAND   USER  
RECOGNITION   IMAGERY  
NON  
PRODUCT  
RELATED  
BRAND  
ATTRIBUTES   PERSONALIT
Y  
PRODUCT  
RELATED  
FEELINGS  &  
EXPERIENCES  

BRAND   FUNCTIONAL  
KNOWLEDGE  
TYPES  OF  
BRAND   BENEFITS  
ASSOCIATIONS   EXPERIENTIAL  

FAVOURABIL
ITY     SYMBOLIC  
BRAND  IMAGE  

ATTITUDES  
STRENGTH  

UNIQUENESS  
 FUNCTIONAL   Quality,  comfort  &  support  
BENEFITS  
EXPERIENTIAL   Feeling  confident  &  unique  

SYMBOLIC   Internal  Pride    

ATTITUDES  

•  High  quality  
•  Unique  design  
•  Market  Credibility  
•  Superior  Image  &  performance      
 BRAND  RECALL   PRICE  
BRAND  
AWARENESS  

BRAND   USER  
RECOGNITION   IMAGERY  
NON  
PRODUCT  
RELATED  
BRAND  
ATTRIBUTES   PERSONALIT
Y  
PRODUCT  
RELATED  
FEELINSG  &  
EXPERIENCES  

BRAND   FUNCTIONAL  
KNOWLEDGE  
TYPES  OF  
BRAND   BENEFITS  
ASSOCIATION   EXPERIENTIAL  

FAVOURABILITY    
SYMBOLIC  
BRAND  IMAGE  

ATTITUDES  
STRENGTH  

UNIQUENESS  
 TYPES  OF  BRAND  
ASSOCIATIONS   AVributes  benefits  &  aWtudes  

FAVOURABILITY     Desirability  &  deliverability    

BRAND  IMAGE  

STRENGTH   Pervasiveness  

UNIQUENESS   Brand  ambassadors  

Colors  
MarkeOng  Campaign  
Pricing  policy    
CustomizaOon  
 BRAND  RECALL   PRICE  
BRAND  
AWARENESS  

BRAND   USER  
RECOGNITION   IMAGERY  
NON  
PRODUCT  
RELATED  
BRAND  
ATTRIBUTES   PERSONALIT
Y  
PRODUCT  
RELATED  
FEELINGS  &  
EXPERIENCES  

BRAND   FUNCTIONAL  
KNOWLEDGE  
TYPES  OF  
BRAND   BENEFITS  
ASSOCIATIONS   EXPERIENTIAL  

FAVOURABIL
ITY     SYMBOLIC  
BRAND  IMAGE  

ATTITUDES  
STRENGTH  

UNIQUENESS  
Brand Building
Blocks
RELATIONSHIP Intense, active
RESONANCE   loyalty
What about you
and me?

RESPONSE Positive
JUDGMENTS   FEELINGS   accessible
What about you? reactions

MEANING Points of Parity

PERFORMANCE   IMAGERY   and Difference
What are you?

IDENTITY Deep, broad

brand awareness
Who are you? SALIENCE
RELATIONSHIP Intense, active
RESONANCE   loyalty
What about you
and me?

RESPONSE Positive
JUDGMENTS   FEELINGS   accessible
What about you? reactions

MEANING Points of Parity

PERFORMANCE   IMAGERY   and Difference
What are you?

IDENTITY Luxury  retail  clothing   Deep, broad

brand awareness
segment  
Who are you?
Comfort  and  Support  
RELATIONSHIP Intense, active
RESONANCE   loyalty
What about you
and me?

RESPONSE Positive
JUDGMENTS   FEELINGS   accessible
What about you? reactions

•  Reliable  
MEANING Points of Parity
•  Durable  
•  Stylish  
IMAGERY   and Difference
What are you? •  Price  

IDENTITY Deep, broad

SALIENCE   brand awareness
Who are you?
RELATIONSHIP Intense, active
RESONANCE   loyalty
What about you
and me?

RESPONSE Positive
JUDGMENTS   FEELINGS   accessible
What about you? reactions

MEANING Points of Parity

Fashionable,  Trendy  
PERFORMANCE   and Difference
Spirited,  Classy    
What are you?

IDENTITY Deep, broad

SALIENCE   brand awareness
Who are you?
RELATIONSHIP Intense, active
RESONANCE   loyalty
What about you
and me?

RESPONSE Credible   Positive

ConsideraOon   FEELINGS   accessible
What about you? Superiority   reactions

MEANING Points of Parity

PERFORMANCE   IMAGERY   and Difference
What are you?

IDENTITY Deep, broad

SALIENCE   brand awareness
Who are you?
RELATIONSHIP Intense, active
RESONANCE   loyalty
What about you
and me?

RESPONSE Excitement   Positive

JUDGMENTS   Social  approval   accessible
What about you? Self  respect   reactions

MEANING Points of Parity

PERFORMANCE   IMAGERY   and Difference
What are you?

IDENTITY Deep, broad

SALIENCE   brand awareness
Who are you?
RELATIONSHIP Community   Intense, active
Engagement  
loyalty
Behavioral  loyalty  
What about you AWtudinal  aVachment  
and me?  
 

RESPONSE Positive
JUDGMENTS   FEELINGS   accessible
What about you? reactions

MEANING Points of Parity

PERFORMANCE   IMAGERY   and Difference
What are you?

IDENTITY Deep, broad

SALIENCE   brand awareness
Who are you?
Brand Identity Prism
 CONSTRUCTED  SOURCE  

INTERNALIZATION  
EXTERNALIZATION  

RELATIONSHIP  

CULTURE  
CONSTRUCTED  RECEIVER  
 CONSTRUCTED  SOURCE  
Good  quality  
Durable  
InnovaOve  
Trendy  Designs  
USP  

INTERNALIZATION  
EXTERNALIZATION  

RELATIONSHIP  

CULTURE  
CONSTRUCTED  RECEIVER  
 CONSTRUCTED  SOURCE  
CONFIDENT  
SOPHISTICATED  
CLASSY  
TRENDY  
SEXY  
GLAMOROUS  

INTERNALIZATION  
EXTERNALIZATION  

RELATIONSHIP  

CULTURE  
CONSTRUCTED  RECEIVER  
 CONSTRUCTED  SOURCE  
EXTERNALIZATION  

FASHIONABLE  
RELATIONSHIP  

MODERN  
OUTGOING  
ELEGANT  
ACHIEVER  
SUCCESSFUL  
 

CONSTRUCTED  RECEIVER  
 CONSTRUCTED  SOURCE  

INTERNALIZATION  
PERSONAL  TOUCH  
 

CULTURE  
EMPATHY  
 
INFLUENCING  YET  
NOT  IMPOSING  

CONSTRUCTED  RECEIVER  
 CONSTRUCTED  SOURCE  

INTERNALIZATION  
EXTERNALIZATION  

RELATIONSHIP  

CULTURE  
RICH  
OUTWARD  
MODERN  
FASHIONABLE  
HIGH  STATUS  

CONSTRUCTED  RECEIVER  
 CONSTRUCTED  SOURCE  

INTERNALIZATION  
EXTERNALIZATION  

RELATIONSHIP  

CULTURE  
HIGH  INCOME  SEGMENT  
CONFIDENT  
UNIQUE  

CONSTRUCTED  RECEIVER  
Brand Elements
 Brand Elements
Logo
Slogan
URL
Character
Packaging
 Brand Elements
Logo Traditional Gucci Logo

Sub Brand: Gucci Goddess

 Brand Elements

Gucci.com/GucciGoddess

URL
 Website Mock Design
Goddess
Bras | Panties | Nightwear | 1-2-3 Your way
 Brand Elements

Character
 Brand Elements

Packaging
 Brand Elements

Packaging
 Brand Elements
‘Because beauty, quite
literally,
is on the inside!’

Packaging
Opportunities &
Challenges
 USA & Europe
Opportunities
•  None of our competitors
(eg: Burberry, Armani)
have tapped into lingerie
line
•  No effect on the Fashion
Industry during
recession
•  Gucci has been
successful in the niche
segment
Challenges
•  Strong existing competition:
Victoria Secret, La Senza &
local premium brands
•  ‘Gucci Goddess’ might be given
secondary preference being a
new brand
•  Europe has their own beloved
luxury lingerie lines
•  Eg: Aubade in France, Irma La
Douce in Germany etc
 China & Japan
Opportunities Challenges

•  Single largest market for •  Chinese and Japanese

lingerie – Over 650 consumers are a lot
million women more conservative
compared to
•  High preference for Europeans
luxury brands

•  Customers prefer  
customization

•  Brand conscious
 Middle East
Opportunities Challenges

•  Growing retail market •  Sole competitor -

worth $171m in 2010
•  Limited competitor
presence - Victoria Secret
has only 6 stores over
Middle East
Canadian brand - La Vie
en Rose; has over 55
stores
•  Advertising restrictions

•  Increasing strong demand

despite the credit crunch
for luxury premium
quality products
 
‘Because beauty, quite
literally,
is on the inside!’

Thank you