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STRATEGIES OF BRANDS IN THE MARKET - Coggle Diagram
STRATEGIES OF BRANDS IN THE MARKET
HERITAGE
Is the authentic and charming story that stems from a
brand's origins
, serving as a powerful strategic asset
It builds
consumer trust
, differentiates the brand from competitors, and provides a deep well of inspiration for future innovation
THE
NARRATIVE OF HERITAGE
IS BUILT TROUGH:
PLACE
(Cultural identity and perceived expertise)
LEGEND
(the goal and the dream behind the brand - for LV is the travel goal)
PEOPLE
(The story of the founder/famous director)
PRODUCTS
(Iconic items and types of craftsmanship - the "intrecciato" for Bottega Veneta)
BUSINESS MODEL
Is a description about how a company does business (to sell clothes and accessories) and makes money
DIFFERENT FOR EACH CLIENTS SECTION INTERESTED
4 MODELS
(because of the 4 players in the market)
LUXURY BRANDS
PREMIUM BRANDS
FASHION BRANDS
FAST FASHION
FASHION PIPELINE
(History of a product)
Identifies the
vertical system
that starts from the production stages of raw materials down to the manufacturing and distributive stages
BRAND EXTENSION
Marketing strategy in which a firm that markets a product with a well-developed image uses the same brand name but in a different product category
Introducing a new product or innovate the brand
Increase and leverage
brand equity
STRATEGIC BRAND EXTENTION
BRANDS STEPPING ON NEW MARKETS, DIVERSIFYING THEIR PORTFOLIO, CHANGES TO BECOME A LIFESTYLE BRAND
COMPLEMENTARY BRAND EXTENTION
BRANDS THAT AIM TO CAPITALIZE ON A NEW MARKET, GIVING A "NEW CHOICE" TO THEIR CLIENTS FOR A "LIFESTYLE" OPTION