BRAND EQUITY

IDENTITY Brand Awareness • Customers are well aware of the brand and its Italian heritage. Brand associations and awareness contributed to the successful brand stretch into hotels and resorts. Customers have heard about it and they talk about it due to the exposure and opening of new stores and store remodels. Buglari’s spas and restaurants are top destinations for locals in each city.

Brand Salience • Bulgari has the brand residence in terms of luxury brand extensions. Bulgari is also the gold standard in terms of luxury travel & hospitality. High brand salience in jewelry, watches and hotels.

Brand Building • Behavioral loyalty gives customers the opportunity to visit the bar, go to the spa, stay at the hotel or buy a beauty product • Global presence • Classified in the top luxury hospitality sector • The brand stands out but has strong competition against traditional hospitality • The USP is rich brand heritage

MEANING Performance • Style and design - modern Italian design • Serviceability - one of kind experience tailored to each guest • Price - high-end pricing inline with core consumer • Product reliability - trust in our brand connected to the positive brand awareness of jewelry and watches

Imagery • Social need - exclusive community, inner circle for elite locals and travelers • Psychological need - need to feel important and attended to

Brand Building • Performance - Guest experience and unique personalized service - Our product exceeds customer expectations Imagery - Our brand meets our customer’s needs on a social level by making them feel unique, important, special and part of a community

RESPONSE Judgments • We offer top of the line service; therefore, the judgments are actual and perceived. Customers view Bulgari as trustworthy and credible because of our positive brand association • We are relevant to our customer’s needs and experiences because consumers are looking for experiential luxury • Our brand is superior compared to other luxury hospitality brands

Feelings • Excitement • Social approval • Security • Powerful

Brand Building • Nurture brand awareness • Our marketing strategy needs to focus on brand awareness • Superior to our competitors • Brand awareness to create excitement

RELATIONSHIP Brand Resonance • Behavioral loyalty - Bulgari Hotels & Resorts is too new of a brand • Attitudinal - high sense of community and belonging to the brand • Active engagement - local consumers and seasonal travelers

Brand Building • Unique travel experiences • Create a specialized trip such as wellness, education, and heritage journeys