Agenda

1.Background

2.Brand Knowledge

3.Brand Building Blocks

4.Brand Identity Prisms

5.Brand Elements

6.STDP Comparison

Introduction

Italian high-end fashionFirst eponymous label

1975 in MilanBrand Value: $3.1b

NP: 194.2m EUR in 2012Available at boutiques

Mass market fashion1991 in Manhattan, U.S.Provocative ad campaign> 200 stores worldwide

Available online

Brand Elements

Giorgio Armani Armani Exchange

Brand Name

Name of the designer

Higher brand recognition & awareness

Premium Price

Easy to pronounce

Causal & Fun

Affordable price

URL http://www.armani.com/giorgioarmani/ www.armaniexchange.com

Logos and

Symbols

Simplistic and elegant

Rounded “G” completing a curved “A” letter

Visually distinctive

A|X trademark

Brand Elements

Giorgio Armani Armani Exchange

Character/Jingle/ Slogan

No particular No particular

Packaging

The Attitude: 2008 Best Packaging of the Year in the

Perfume Awards

Art Deco architectureSimple design with

brand name

Brand Knowledge

Brand Awareness

Giorgio Armani Armani Exchange

Brand RecallVery strong

Top-of-mind awareness

Weaker

Brand Recognition Strong Strong

Brand Awareness

Report archived from A.C. Neilsen

Brand Image - Types of Brand Association

Giorgio Armani Armani Exchange

Attributes

Product-related

Simple Cut

Sleek design

High quality

Stylish

Simple design

Non-product related

Very high price

Black & white packaging

Movie stars

High-end professionals

Affordable price

Stylish, young packaging

Sexy, urban young adults

Attractive + Hot

Brand Image - Types of Brand Association

Giorgio Armani Armani Exchange

BenefitsSymbol of wealth

High social-classSymbol of edgy fashion sense

Attitude

High quality

Reliable

Good services

Fashion brand

Reasonable price

New designs

Innovative

Other Dimensions of Brand Association

Giorgio Armani Armani Exchange

Favorability Positive Positive

Strength Much stronger Relatively weaker

Uniqueness Very unique May resemble other fast fashion brands

Brand Building Blocks

Brand Identity

Giorgio Armani

Premium brand (high-end)

Express unique character of Giorgio Armani

Strong breadth and depth of awareness

Armani Exchange

Lowest brand portfolio

Price-sensitive

Sensual, Unique, Sexy

Trendy pop dance music an street-chic

Strong breadth but weak depth of awareness

Brand Meaning

Giorgio Armani

High quality, Up-to-date

Efficient services & Empathy

Armani Exchange

Decent and reliable quality

Moderately priced for mass market; regular promotions

Giorgio Armani

User profile: wealthy, good reputation

Sophistication, Androgynous, Superior Hollywood Stars

Armani Exchange

User profile: Hip youngsters

Adventurous, Individualistic, Stylish Youth

Brand Responses

Giorgio Armani

Matt Damon “Epitome of Taste, Class and

Success”

Julia Roberts “Respect, Confidence and

Ease”

Armani ExchangeTrendy, Street-style

Pop Culture

Comfortable and Affordable

Giorgio Armani

Effortless grace

Timeless elegance

Fresh modern sensibility with neutral palette

Armani Exchange

Value-for-money designer clothes

High quality

Brand Relationships

Giorgio Armani

“American Gigolo” movie (eg: Richard Gere)

Hollywood Red carpet

Sochi 2014 Winter Olympic Sponsorship

Support Charity Events (eg: Paris Photo)

Ban anorexic models

UNICEF Tap Project

Armani Exchange

Smaller segment of loyal customers

Higher competition

Low customers switching costs

Brand Identity Prism

Giorgio Armani Armani ExchangePhysique Highest premium product

Recognisable style of elegance

Less conventional and softer fabrics

Professional look/style

Casual wear; including denim

Luxury clothing at an affordable price

Personality Giorgio Armani

Style without excessive design

Sensual and simple

High-class

Seductive

Smart and Carefree

Very social

Relationship Fashion-Conscious

Unique Armani style

Exclusivity

Armani’s promise of quality

Armani’s trademark

Friendly/Social

Brand Identity Prism

Giorgio Armani Armani Exchange

CultureEuropean simplicity

Italian

Status symbol

Modern and urban

International

Reflection Older demographic (35-50)

Successful

Elegant

Young demographic (18-30)

Sexy fashion

Part of lifestyleSelf-image I am elegant

I am sophisticated

I am successful

I am casual yet sophisticated

I am successful

I am attractive (chic)

Segmentation + Targeting

Georgio Armani

30-50 years old

Geographic• Best location in large cites. E.g

Bond street • Luxury Shopping malls• Key Market: Major city European

Market and other countries like first tier cities in China

Social class• Upper Class

Income• High Income

Armani Exchange

18 – 30 years old

Geographic• Malls • 200 store worldwide• Key market: US, UK,

Mexico, Korea, Japan, China

Social class• Middle or Upper middle

class

Income• Middle income

Segmentation + Targeting

Armani exchange

Product differentiation

Handmade and machine

Style and Design

Service differentiation

One to one assistance

Alteration

Brand differentiation Luxury

Promotion differentiation

Armani Exchange

Price differentiation

Promotion differentiation Sale

Positioning Map

Expensive

Cheap

Accessible Exclusive