3 minute read
INTERNAL ANALYSIS
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BrandAnalysis
IDENTITY
Very strong and iconic brand identity with the GG logo and all the prints and signature products. A very strong Italian heritage and vibes. The brand has changed the look throughout time according to the creative direction, however, these things has always remained.
VALUES AND ESSENCE
Tradition, heritage and Italian Craftsmanship. Sophistication. Contemporary and modern glamour. Socially responsible and building a way into being ecologically responsible.
MISSION STATEMENT
According to the company this is the mission statement “The company’s mission is to become the leader in luxury market at worldwide level”. Gucci has shown that the company also cares a lot about Corporate Social Responsibility, Sustainability and Business Ethics as they state in their website.
TAGLINE
Quality is remembered long after the price is forgotten
THE ORGANISATION
The most valuable Italian brand in the world with its value being of approximately 12 billion euros.
In 2017 a huge increase of 47% occurred. It is a publicly traded and global brand.
POSITION
The brand fits into the luxury position and can be associated with the fashion conscious and the wealthy.
TARGET AUDIENCE Aged 25 to 50, fashion conscious, wealthy and socially active individuals. Modern and open minded.
Strengths
1.Strong brand image. 2.Excellent Marketing,
Advertising and Social
Medias. 3.Association with other big companies like Ford,
General Motors and Fiat. 4.One of the favourite brands of millennials and
Gen Z 5.Good sense of environmental responsibility. 6.Direct operated stores. 7.Luxury market opportunity in Asia.
Weaknesses
1.Scandals and polemics throughout history. 2.Branding changing radically many times. 3.Huge amount of money spent on advertising to maintain the brand image.
Opportunities
1.Find its way back into the brand identity without losing the new consumers 2.Maintain the millennials as faithful costumers by keep on innovating. 3.The Asian (specially the Chinese) market.
Threats
1.Strong competition 2.Political issues and changes in the world (specially in Europe) 3.Problems with reputation concerning where products are made (Made in Italy?) 4.Fake products being sold around the world.
