Gucci is an Italian luxury brand founded in 1921 known for leather goods, fashion, and creativity. It is part of the Kering group and has seen success under creative director Alessandro Michele since 2015. Gucci utilizes a digital-first strategy across its website, social media, mobile apps, and innovative pop-up experiences to engage younger consumers and drive brand awareness.
This document discusses brand strategy and branding. It defines branding as what makes people choose one company over another, even when products are identical, as brands make people feel something and become attached to feelings brands evoke. It also notes that branding can increase sales through loyalty, build confidence and trust, and develop product uniqueness. The document defines brand strategy as a long-term plan to achieve goals through developing a successful brand. It distinguishes between private, captive, and manufacturers' brands.
The document analyzes Louis Vuitton's brand identity, strategies in China, and potential new extensions. It diagnoses LV's image, values, and personality as luxury, travel-focused, and timeless. It discusses over-exposure in China and strategies like educating consumers. It also considers pros and cons of LV entering the perfume market in China, given traditions and growth. Other potential extensions discussed include home goods, cars, and tiered product lines at different price points. The conclusion recommends tailored local strategies, exclusive experiences, and focusing on men's products to increase LV's sophistication in China.
Louis Vuitton is creating a communication strategy focused on Gen Z and their interest in sustainability. The strategy will use social media, influencers, magazines and other owned, paid, and earned media to share information about Louis Vuitton's leather sourcing practices and how they benefit the environment and local artisans. Videos, articles, and social posts will highlight Louis Vuitton's certifications and transparency around material sourcing to build trust with Gen Z and their concerns for sustainability. Influencers will help promote these messages and a pop-up retail experience will provide an exclusive look. The goal is to attract and retain Gen Z customers by speaking to their values.
Case Study focused on iconic luxury brand, Tiffany, detailing the relevance of its brand identity and what it has come to represent. Introduced social media initiatives to create awareness, engage audiences and build community.
•The study also considered financial instruments for hedging overall risk under changing economic conditions.
The document proposes a marketing strategy for launching the fashion brand Stradivarius in the US market. It involves targeting women aged 18-30 through an integrated online marketing communication plan, including social media, online advertising, and word of mouth marketing. Surveys will be used to test semiotic messages and visuals that appeal to the target audience's emotions and preferences for online brand interaction. The goal is to raise awareness, build loyalty, and establish Stradivarius' reputation among competitors like Gap and H&M.
This document provides background information on Drunk Elephant's 2021 integrated marketing campaign. It includes a SWOT analysis, customer and target market profiles, objectives and strategies. The target market is millennial activists aged 23-38 who care about environmental and ethical issues. Objectives are to boost relevance to millennials, increase web traffic and social media following. Strategies include redesigning the website and social media accounts, creating a skin care blog, and subscription savings programs. The creative strategy focuses on protecting both skin and the environment. Promotional strategies include Instagram, TikTok, and magazine advertisements.
The Dictionary of Brand by Marty NeumeierLiquid Agency
The Dictionary of Brand: Sponsored by Google. Written by Marty Neumeier. Designed by Liquid.
Before Google came on the scene, advertising was little more than one-way communication—companies talking “at” their customers instead of “with” their customers. But thanks to web communications, customers can now “talk back” to companies, turning brand-building into job one for all competitive businesses. Google recently established BrandLab, an innovative workshop-based program and collaborative center dedicated to helping brands get the most out of the web through education, inspiration, and hands-on practice. One of BrandLab’s first acts was to publish The Dictionary of Brand. Google asked Liquid to write and design this groundbreaking book—no easy task in a world where definitions are evolving daily.
Sponsored by Google. Designed in Silicon Valley by Liquid.
Liquid’s Director of Transformation, Marty Neumeier, has written several definitive books on brand strategy, including The Brand Gap, Zag, and The Designful Company. Now he’s written an exciting reference that is destined to join these titles on every brand-builder’s desk: The Dictionary of Brand. The new book—commissioned by Google—is a “relational” glossary containing 500 interconnected terms in brand strategy, advertising, design, innovation, and management. As part of their curriculum to help companies build their brands and connect with global customers, Google BrandLab provides copies of The Dictionary of Brand to every agency and client it collaborates with—a roster that includes companies such as Capital One, Coca-Cola, and Toyota.
Why a dictionary?
Brands are increasingly built by specialists, and specialists can only succeed through collaboration, which depends on a common language. The Dictionary of Brand is the first step in creating a “linguistic foundation”—a set of terms that allow specialists from different disciplines to work together in a larger community of practice. Although many of the terms are widely used by brand specialists, some haven’t yet appeared in other dictionaries. There are no copyright restrictions on republishing any these definitions word for word; all that’s needed is a credit line.
Want a copy, here you go!
As Marty Neumeier says, “Brand is the most powerful business tool since the spreadsheet.” Since we are in the business of helping companies build brand values, we are making The Brand Dictionary—otherwise available only to BrandLab participants—available free online as a SlideShare document. Download your copy of The Brand Dictionary and begin redefining the ways we speak and think about brand experience.
Red Bull aims to expand into the older adult market by targeting middle-aged men and women experiencing midlife crises who lack motivation. It positions Red Bull as able to give them the focus and energy needed to pursue their deepest desires by getting their "balls back" and finding direction and internal change. Red Bull claims to increase performance, concentration, reaction speed, vigilance, and motivation, making people feel more energetic and improving their well-being.
The document discusses key concepts in brand management including defining a brand, the importance of branding, the brand management process, challenges in brand management, and Keller's Customer-Based Brand Equity model which identifies the steps of establishing brand identity, brand meaning, brand response, and brand relationships to build strong brand equity. It provides examples of different strategies for positioning a brand including using product attributes, technology, benefits, user categories, in relation to competitors, or as an integrator.
Prada was established in 1913 by Mario Prada, specializing in luxury leather goods. Prada aims to create fashion through careful observation of the world and interaction with different cultures. Prada targets affluent customers seeking high quality, innovative goods. It positions itself through sophisticated, trendsetting materials and manufacturing. While Prada has an e-store and engages on social media, it has room for growth in digital marketing compared to competitors like Louis Vuitton and Burberry. Prada's brand strategy includes developing an app, enhancing its e-store, increasing social media activity, and implementing search engine marketing.
This document discusses principles of luxury marketing compared to traditional marketing. It notes that luxury sells emotions rather than functionality, and that positioning and pandering to customers can dilute a luxury brand's identity. Luxury brands should maintain exclusivity, scarcity, and an air of mystery. Advertising creates an aspirational brand image rather than making direct sales pitches. Digital marketing can promote the brand's heritage and storytelling while maintaining a sense of exclusivity for luxury shoppers.
Luxury brands have always been a fascinating sector and luxury brand marketing one of the most complicated disciplines.
Packaged as the 8 P’s of luxury brand marketing, this article attempts to bring together the elements and interplay between the principles that are employed in the luxury brand marketing mix.
This document discusses strategies for managing brands over time, including reinforcing and revitalizing brands. It outlines several approaches to reinforce brands such as maintaining consistency in marketing support and protecting sources of brand equity. To revitalize brands, companies can expand brand awareness through increased usage, refresh or create new sources of brand equity, and improve brand image by repositioning the brand or changing brand elements. Entering new markets and adjusting brand portfolios through migration strategies or acquiring new customers are also discussed as options to revitalize fading brands.
The document discusses how to approach big ideas in today's digital world. It advocates defining the creative brief, big idea, and engagement strategy in a more participatory way that considers how technologies and culture have changed. Specifically, it recommends:
1) Fueling the brief by understanding real problems and how audiences participate rather than just saying things at people.
2) Defining ideas as platforms that live on and are generous, multifaceted, responsive, and propagated rather than just TV campaigns.
3) Awesifying ideas by building ecosystems and engagement strategies tailored to cultural behaviors on channels like social networks, rather than just disrupting them.
4) Using the RISE framework to recruit,
Experiential marketing uses positive, memorable experiences to create valuable emotional bonds between consumers and brands. Emotions profoundly impact the way people think and act; and, in experiential marketing, consumers who experience events that generate goodwill associate those positive feelings with the respective brand. This dynamic results in increased consumer brand awareness and brand loyalty.
Nike's social media strategy aims to increase brand recognition and engagement through more interactive content on platforms like Instagram, YouTube, Facebook and Twitter. The strategy involves increasing posting frequency, using hashtags, monitoring competitors, and responding to customers. Progress will be measured through metrics like follower growth, engagement rates, website traffic and sales. Biannual reporting will assess success and identify areas for improvement.
Christian Dior is a French luxury fashion house founded in 1946 by Christian Dior. Dior launched his first collection, known as the "New Look", in 1947 which emphasized feminine silhouettes like cinched waists and full skirts. Dior targets an elite luxury customer with high income and social status through its boutiques worldwide and communication strategies including advertising, events, and digital channels. The brand emphasizes elegance, femininity, and luxury through its classic designs and high quality fabrics.
The 8 behaviours that Challenger Brands live and thrive by.
Taken from the book Eating the Big Fish - How Challenger Brands compete with the Market Leader by Adam Morgan.
Read more on The Challenger Project at www.eatbigfish.com
Fashion Brands Go Social, Sportswear International PresentationFashion's Collective
A presentation given by Fashion's Collective at the eFashion Summit in Frankfurt, Germany providing an overview of the opportunities in social media for fashion brands, along with examples.
1) Relationship marketing through social media and customer relationship management (CRM) provides a unique opportunity for luxury brands to reconnect with their core values of building relationships, which was historically how they found early success.
2) Luxury brands were originally built through close relationships within small, elite communities but mass marketing approaches adopted over the last 20 years are now facing challenges.
3) To succeed going forward in an increasingly competitive environment, luxury brands must refocus on building relationships at scale through CRM programs and social media that identify advocates, influencers, and key customers to develop long-term engagement.
Crosby Noricks is a senior strategist for social media and PR instructor who helps nurture industry professionals and strengthen their skills. She runs the blog PR Couture which covers the fashion industry and public relations. The document discusses six digital fashion PR trends: brands becoming publishers, the rise of the new professional using social media, experience driving relationships between brands and bloggers, social shopping using social media data, balancing local and global content, and the emergence of fashion films.
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...iCrossing
Brands, media, and audiences used to have distinct roles in the marketing relationship. Today those roles overlap, creating new opportunities and expectations. People are now their own publishers of opinions, experiences, and preferences. They share those sentiments with each other in social spaces. Media properties are now playing host to serious conversations, with readers functioning as active contributors to the story. Brands are realizing that audiences are demanding more of them than simply shouting about their products and services — they are now expected to share back. As these forces blur together, the roles and expectations for brands, media and audiences will continue to change. Find out more at http://www.icrossing.com
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...Alisa Leonard
The document discusses how brands must evolve into "media machines" to connect with audiences in today's real-time marketing world. It argues that brands, media, and audiences now overlap and all are both content creators and distributors. To succeed, brands must become aware of constantly changing audience needs, agile in adapting content, and actively engage audiences through two-way conversations. Content and community are essential for brands to support audiences throughout their decision making and remain relevant. Connectedness, focusing on audiences through useful content and engagement, is key to marketing success in this environment.
The document discusses how brands must evolve into "media machines" to connect with audiences in today's real-time marketing world. It argues that brands, media, and audiences now overlap and all are both content creators and distributors. To succeed, brands must become aware of constantly changing audience needs, agile in adapting content, and actively engage audiences through two-way conversations. Content and community are essential for brands to support audiences throughout their decision making and remain relevant. Connectedness, focusing on audiences through useful content and engagement, is key to marketing success in this new environment.
Brands As Publishers - Digital Brand Strategy at iCrossing, a Hearst CompanyRob Garner
The document discusses how brands must evolve into media platforms and adopt an always-on marketing approach to succeed in today's connected world. It emphasizes that brands need to focus on listening to audiences, creating engaging content, and continuously measuring their performance. The document provides a framework called "The Connected Marketing Playbook" that guides brands through essential activities like creating a customer listening program to understand audiences and engaging audiences through content and community.
Digital marketing marketing strategies for digital worldManjitsing Valvi
Digital marketing has several advantages over traditional marketing such as lower costs, more advanced audience segmentation, unlimited reach potential through viral sharing, and real-time interaction and feedback. It also allows for continuous optimization of campaigns based on metrics and precise measurement of ROI. Some key digital marketing techniques include search marketing, online advertising, social media marketing, and integrating digital technologies with traditional media. Successful digital strategies involve telling brand stories across multiple online channels and continually refining efforts based on testing and data.
EXPLORING DIGITAL BRANDING TRENDS IN UAE.pdfasiyahanif9977
https://nexusbeez.com/
it’s essential to keep an eye on the latest digital branding in UAE trends that can drive future success. Lastly, in this article, we’ll explore some of the most impactful trends shaping the world of digital branding in the UAE.
A look at the the top luxury digital marketing agency, Greenhill Partners...
As the thought-leader in luxury digital marketing, GREENHILL+PARTNERS bridges the gap between luxury brands, agencies and the digital world to help luxury brands succeed in digital marketing.
Virtually every client comes to us with the same concern: We know we have to do digital marketing, but we don’t know how. This is the problem we solve. We serve as your luxury digital marketing arm. As your uniquely knowledgeable and experienced steward we protect your digital investment, prevent brand dilution, enhance exclusivity and brand value, and more importantly, increase sales.
CONSULTING
We consult with brands and their agency to ensure the development of luxury-specific campaigns. We help brands select the best agency to execute their digital campaigns. We monitor and analyze the results of campaigns so our clients are independently aware of campaign success. We act as a digital advocate to ensure that what our clients' agencies are doing is the best digital work at the best possible price.
DIGITAL AGENCY
We also employ an international network of digital creatives and technicians. With our cutting-edge business model, we can execute effective luxury digital campaigns at an average of thirty-percent below traditional agency cost.
Sharing Surplus: The Brand is a Social AnimalUwe Lucas
The document discusses the rise of social media and how it has changed the relationship between brands and consumers. It suggests that brands need to focus on sharing surplus, which is the social and economic value consumers get from sharing their experiences with brands. The opportunity for brands is to help consumers collect social rewards from their peers by associating with the brand. However, brands must understand the nature of their relationship with consumers and the type of social capital they can offer in order to develop an effective social media strategy.
Digital technologies have enabled unprecedented levels of self-expression and sharing online. While this presents opportunities for brands to engage, many consumers do not want direct engagement with brands on social media. To be effective online, brands must understand consumer motivations and add value through digital interactions in a way that is invited rather than intrusive. By developing compelling content and participatory campaigns, brands can tap into consumers' desire to connect and share, amplifying their messaging through advocates in an organic way. However, brands also need to acknowledge the power of consumer comments and reviews, both positive and negative, and work to maintain engaged online communities.
Digital Life - Understanding the opportunity for growth onlineTNS
Digital Life provides insights into how consumers engage with brands online through content sharing and social connections. The report finds that over half of consumers globally comment about brands online to share content with their networks, driving advocacy. However, many consumers do not want direct engagement with brands on social media. Brands can better enable consumer self-expression and social interaction by focusing on how their brand idea can deliver useful and participatory digital experiences. Understanding consumer motivations for sharing content is key to amplifying a brand's opportunities through advocates online.
Kering is a luxury conglomerate that owns brands like Gucci, Saint Laurent, and Balenciaga. It recognized the need to grow its online presence to compete with online retailers. However, expanding luxury brands online posed issues around maintaining exclusivity while appealing to new customers. The document recommends that Kering segment its brands online, offer personalized shopping and trial experiences, leverage social media and mobile apps, and address counterfeiting to successfully grow its digital presence while protecting brand images.
The document provides guidance for luxury brands on using social media effectively. It discusses translating unique brand elements to social platforms, adapting business practices to online models, identifying and expanding audiences, empowering consumers, and managing customer relations. Case studies of Cartier and Tiffany & Co's social media strategies are also provided, with Cartier's strategy needing improvement and Tiffany's being more effective.
This document provides a guide for luxury brands to utilize social media effectively. It discusses how luxury brands must translate their unique brand elements to social platforms, adapt their business practices to the online business model, identify and expand audiences, empower consumers, and manage customer relations. While social media presents new opportunities, luxury brands face challenges in maintaining their standards and image online through more democratic platforms. Success requires strategies that address modern consumer behaviors online while upholding the luxury experience.
Fallon Brainfood: How Customer Service Will Save LuxuryJeanine Lilke
Luxury brands have long been the gold standard for customer service. In recent years, shifting consumer attitudes, a tight economy, and the massification of luxury have forced luxury leaders to up their game, establishing new ways to attract, connect, and retain customers.
Fallon planners Savanah Brihn and Jeanine Lilke will explore how affluent consumers are placing a higher expectation on the value demanded from luxury brands as well as how luxury leaders are directly responding. Through trend analysis, case studies, and expert interviews, they will demonstrate the values and approaches that will lead luxury (and mass brands) forward. Listeners will take away new approaches to maintain the standards of luxury customer service in a way that fits the values, expectations, and behaviors of today's affluent consumer.
An article I co-authored focusing on the value of real communications and conversations -- no matter which social platform or site emerges, companies must be honest and smart in how they communicate.
Integrated Digital Campaign Planning for L'OréalRonak Soni
1) The document discusses L'Oreal's #DontBeShy campaign aimed at encouraging Indian women to feel confident experimenting with makeup and different looks instead of being shy.
2) It outlines the campaign strategy which includes launching a microsite called Lorealista, sharing real women's #DontBeShy stories, hosting influencer events, creating lookbooks, installing reflective surfaces in public with campaign messages, and following brand ambassadors in Cannes.
3) Key performance indicators include positive blogging responses, salon and outlet sales, conversations and buzz generated on social and traditional media. The campaign aims to position L'Oreal as a brand that empowers women rather than making
This document summarizes key trends in the global luxury goods market from 2014-2015. It finds that the luxury market grew 3% in 2014, with strong growth in luxury cars, hotels, yachts and jets. However, some sectors like China saw declines in 2015. New consumer behaviors like wanting more experiences and meaningful purchases are shaping the industry. Luxury brands are also adapting to trends like sustainability, less visible branding, social media marketing, and the rise of emerging markets. The document analyzes these shifts and strategies luxury brands are employing for future growth.
Similar to How Luxury Brands Can Remain Exclusive Online (20)
1. THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
2. The Internet is a vast expanse of digital
territory. It is transparent, immediate and
global.
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
3. The nature of the internet empowers the masses
with accessibility, information, and autonomy.
d
Fashion bloggers sitting front row. Photo Credits: Abc.net
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
4. It’s easy for images, copy, video and
opinions to circulate the web,
regardless of brand ownership over
d these assets.
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
5. Making the decision to not participate means missing the opportunity to capitalize
on the nearly 2 billion people online internationally.
(It also means that, out of all of the messages circulating about your brand, none
will be controlled by the brand itself).
d
Photo Credits: Oberholtzer
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
6. Another potential risk in not
participating is future brand
relevancy as competing brands
reinvent and introduce
themselves to a younger
audience.
Photo Credits: Sbeulah.onsugar.com
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
7. The fact that luxury products are both special and rare builds
desire and justifies price points. As a luxury brand, exclusivity
is integral as it maintains consumer desire. If luxury goods
were accessible to all, their worth would be compromised.
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
8. In today's saturated market place, luxury brands need to create a sense of
desire in order to remain exclusive.
Although contradictory to belief, the online space is the perfect arena to
build consumer desire. For luxury brands online, it is NOT about a wide
distribution of the actual product, but rather a distribution of the content to
evoke desire.
ooh la la...
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
9. This desire validates both existing customers and creates aspirational
consumers, ultimately strengthening the brand long-term.
Actual Consumers
Aspirational Consumers
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
10. For luxury marketers, approaching the
digital platform in a way that enhances the
brand and garners an impact is all about
shifting the perspective:
Rather than create one marketing strategy
to be applied across all platforms and
audience segments, instead customize
communications for specific audiences
and their unique needs within the brand
identity.
Photo Credits: Change the Thought Poster, Apartment Therapy
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
11. Knowing that the baseline digital marketing position is about validation
and aspiration, and that there are dual audiences (existing customers
and aspirational consumers), the marketing strategies can be crafted
accordingly.
YSL on Polyvore YSL 2010 ad
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
12. For luxury brands, it’s all about:
1. Facilitating the distribution of
brand content, not inhibiting it.
Hermes J’aime mon carre
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
13. For luxury brands, it’s all about:
2. Finding and fueling the digital influencers that
resonate most with the brand, incentivizing these
individuals and providing them the opportunity to get to
know your brand better.
Photo Credits: Style Canteen
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
14. For luxury brands, it’s all about:
3. Creating separate opportunities that specifically
resonate with the actual customer and provide a
justification in their choosing your brand.
Gucci Spring/Summer 2011 Invite to Livestream
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
15. Ultimately, it’s about truly engaging your customer and about
finding meaningful ways to interact with them online.
It’s also about providing valuable content that fuels genuine word
of mouth in a way that authenticates and elevates the brand position.
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS