Bachelor Thesis Presentation_Diana Gavril

HOW COULD CASHMIRINO’S BRAND IDENTITY BE INCREASED? A practical approach to brand identity and communication strategy.

WHY CASHMIRINO? • Internship • Cashmirino struggles • Contradicting reality • Hypothesis: lacked of professional appearance, core identity, culture, coherence, style, creative inputs.

• Corporate identity course • Study and recommendations • There is not just one solution • Culture, manager attitude, employee engagement, financial power, customer relationship •

METHOD • • • •

IBBE by Kapferer – the brand model is a pyramid - the apex is the core identity.

A brand = product’s essence, meaning and direction Strategic brand management starts with understanding of this “gestalt” IBBE model is conceptualized in a hexagonal brand identity

MEANS corporate identity • A strong corporate identity = acceptance, reputation with stakeholders & priority status with investors, consumers, employees & other stakeholder groups; • Visual identity is concerned with corporate and brand image projection – how a brand wants to be seen – controlled by the management; • Visual identity facilites awareness & recognition; • Identity management: diffusion of the mission, vision and goals; consistent image implementation & visual identity implementation

communication strategy • Today: advertising, internal communication to employees, media relations; • 1st mapping the stakeholders; 2nd defining the communication strategy; • Informative, persuasive and dialogue strategy; • Communication content – strategic intend – message styles: rational symbolic, emotional, generic.

THE LUXURY INDUSTRY • Tremendous climb in the luxury industry for kids • Price, status, media buzz, parent’s reflection, disposable income among the main drivers

generation y. new life qualities • Expect greater transparency, are tech/web savvy, family oriented, ambitious, good team players & like to be loved and get attention; • Born green.

sustainability • “Sustainability and responsibility are the new buzz words.” S Menkez; • Adding value & remaining competitive; • Consumers are driving change; • “doing things right carries more weight than doing things fast.” S. Menkez; • Sustainability allows implementation of strategies for long-term profitability & competitive advantage.

CASHMIRINO • Launched in 2000 – children clothes from 1month to 14 years.

• Maria Busquets - Children are the main inspiration of Cashmirino ... that is why the brand puts all its love into the process of creating the most loving collection for Children • Cashmere + cotton + linen • Stores in Milan and London – best-selling points in the city • Two collections per year – handmade products & highest quality materials •

THE LOGO teddy bears – inspires refinement, comfort, friendship, kindness crosses classes, religion, national boundaries psychological level – child-like innocence, love & care, treasure memorie, comfort feeling infant & toddler association over-used across industries different forms & placement

orig ina l lo g o

• • • • • •

THE LOGO

compared

THE LOGO

THE TYPEFACE • • • • • •

comic sans – calming, playful, casual the most hated font too much exposure and inappropriate usage unprofessional design misused on the façade too many fonts throughout the communication channels

ADVERTISING Changing over the time Elegant, simple and bright Children between 3-14 years or dolls for bay clothes The campaigns does not show feelings or emotions

ADVERTISING

compared

Autumn/Winter Collection 2014-2015

Cashmirino

Il Gufo

Bonpoint

RETAIL • • • • • •

Small but centre located store in Milan & London Bright & warm color Big teddy bear logo on the wall Chromatically arrangement products Children playground Unfamiliar colors in the shop

RETAIL

compared Il Gufo

Bonpoint

Cashmirino

ONLINE PRESENCE & ACTIVITIES • • • • • •

Facebook, instagram, twitter, pinterest New website – better representation of the brand 5.812 - Facebook, 506 - Twitter, 1884 – Instagram, 20 – Pinterest Good communication timing Inconsistency in visual communication Missing rules on style guidelines and quality

ONLINE PRESENCE & ACTIVITIES

compared latest posts on facebook Cashmirino

We dedicate this month to the color grey that is a symbol of independence, sufficiency and self-control.

It is a color of escape, which protects from external influences.

The grey is associated with Gemini and Acquarius signs. The fundamental characteristics of ...

Il Gufo

Spring Summer 15 Press Day in Moscow while the first flakes are falling like the fluffy white powder... and we definitely love it!

Bonpoint

Do you follow us on instagram?

Over here! instagram.com/bonpoint

CASHMIRINO IN MEDIA Mayfair, Vogue Bambini, Orizzote Italia, Style Picolini “One of those luxury brands that every loving parent can trust” (Rare Delights); “The versatility of this range is prominent with comfort but luxury in mind for styling for children.” (Jules Middleton) Recognition for design & quality & emphasise on the luxury category

VISUAL SURVEY & RESULTS Overall assumptions based on the theory and brand analysis + quantitative survey 1. On a scale from 1 to 5 how much do you like the logo?

2. Who do you think is the main user?

3. To which category do you think the company belongs to?

INFO RECAP AND INTERPRETATION

the brandgaps

results interpretation • • • • •

Inconsistent identity Gap between brand identity and image Unsecure category of the brand Misleading visual elements Low brand awareness & recognition

strategic intend Create a strong and consistent identity, image and communication strategy to enhance the brand equity.

how Strategy framework: 1st establish a strong identity, 2nd, develop the visual identity, and 3rd, properly communicate these two + other assets of the company.

RECOMMENDATIONS

BRAND IDENTITY

Brand identity prism by Kapferer: inside-out and outside-in perspective – identity and image

• create a clear brand identity • develop & integrate strong associations

RECOMMENDATIONS

• • • • •

COMMUNICATION

Be open and transparent – 2 way symmetrical communication model Communicate to a larger groups both online and offline Develop symbolic and emotional messages Communicate to generation Y Have the designer speaking in the name of the brand

new communication model old communication model sender sender

message

receiver

message

receiver

RECOMMENDATIONS

ONLINE PERFORMANCE • Add quality, content and personality • Improve the website – functions and design •

social media • Create more engaging posts • Create more content on online platforms • Ask more questions to the fans • Create facebook campaigns in order to gain more likes •

RECOMMENDATIONS

RETAIL AND EXPERIENCE • • • • • •

create special services & hire specialists apply the same brand identity & visuals in the stores as online eliminate incoherent typeface, logo & colors create an intimate & honest relationship create special services or activities for kids organize events with selected VIP customers

RECOMMENDATIONS

VISUAL IDENTITY

• create memorable & representative visual elements • decide on a single style and respect it throughout the communication channels • keep the visual elements coherent and consistent

RECOMMENDATIONS

ADVERTISING AND CAMPAIGNS • create more modern, creative and playful campaigns • be up-to-date with the trends • appoint little brand ambassadors • create short, appealing videos •

CONCLUSION & REFLECTION & FUTURE RESEARCH conclusion • • • • •

the image of the brand is directly inflenced by the brand identity; brand identity + brand image create he brand equity; communicating identity is as important as having it; analysis resulted in finding the gap & formulating identity & communication solutions to increase the brand equity.

reflection • long & difficult process but I am personally satisfied • deep understanding of the theory, how to analyse a brand and reseach

further research • • • •

develoing the new style sollution application & evaluation organization culture & management PR & distribution channels

Thank you