Brand Identity Prism (Aarker & Kepferer model) & Brand information for United colors of Benetton & GAS Groto s.p.a.

1. Brand Identity Prism
submitted by:-
Aayush Jaiswal
MFM (2016-2018)
NIFT, Kolkata

3. Europe’s largest clothing manufacturer that
combines color, quality and fashion.
UNITED COLORS OF BENETTON
PARTICULARS DESCRIPTION
Established 1965
Founder Luciano Benetton
Core Product Apparels
First Store Italy
Came to India 1991
Presence :
• World wide 120 countries
• In India 45 Cities
Total Revenue 2.032 Billion Euros
Overview

4. Introduction
• It is a company with a strong
Italian character whose
style, design and passion are
clearly seen in the United
Colors of Benetton and the
more fashion-oriented.
• The name United Colors of
Benetton indicates that
people of different racial
backgrounds should come
together and live in
harmony.

5. Slogan
‘All the colors of the world´ was one of the first
slogans to appear in Benetton ads, and was later
altered to ‘United Colors of Benetton’.

6. 4P’s OF THE BRAND
Product
• Clothing, accessories,
footwear, fragrance is made
for women, men and children.
• All clothing is of a high quality
and very colorful which is
available in various sizes.
Price
• Price range - Rs. 500- Rs. 10,000
• Benetton price range for quality
clothing is reasonable as they
focus on the mid-market
customers.
• Benetton offer different prices
which potentially can attract a
new customer target market.

7. Casual Clothing Accessories and footwear
Innerwear

8. Promotion
• print ads, internet, signage ,
Social Media
• YouTube, Benetton’s website,
Advertising campaigns
Place
• The brand is present in high street
mega stores as well as outlets in
malls across the country.
• In-store distribution, Franchises
and Online distribution
4P’s OF THE BRAND

9. Promotions

10. • Inditex Zara
• Gap
• H&M
• Mango
• Esprit
Competitors

11. AAKER’S MODEL
• Core Identity
Product Thrust-color full clothing
User profile-all age group ranging from kids to adults
who likes style
• Extended Identity
Brand Personality- Innovative, Rebellious, daring,
Provoking/provocative, full of energy

12. UCB as a Product
PRODUCT ATTRIBUTES- Respect for diversity, anti racism
QUALITY/ VALUE- Comfortable and good quality
USAGE- casual and funky wear as well as formal and
party wear
USERS- all age group ranging from kids to adults

13. • Benetton provides the same merchandise through out the
globe.
• ORGANISATION ATTRIBUTES- Customer oriented, reliable,
unity of different races
UCB as an Organization

14. UCB as a Person
The brand as a person is the one who likes style and is
colorful and fashion conscious.
•PERSONALITY-: Innovative, Rebellious, daring,
Provoking/provocative, full of energy brand
•CUSTOMER RELATIONSHIP: Reliable, Unity, Equality,
friendship

15. • Stylized knot of yarn with word Benetton
printed under it in the dark green rectangle
signifies that the brand deals in Apparel and
has a style statement which differentiates it
from other brands.
UCB as a Symbol

16. Kapferer’s Brand Identity Prism
Personality
Innovative, daring, full of
energy
Culture
Italian, quality,
brotherhood
Self Image
Feel good, extrovert,
comfortable, vibrant
Reflection
multicultural, exciting,
modern
Relationship
unity,
equality, friendship
Physique
colors, individuality, united
by colors
Internalisation
Externalisation
Picture of Recipient
Picture of Sender

17. The Brand combines the concept of
essentiality and sensuality, adding passion,
warmth and an international flavor to the GAS
values

18.  Costumers - smart, aware, international and
cosmopolitan who want to express their own
individuality.
 Values of positivity, freshness and
authenticity into products and collections that
take the GAS style to all latitudes, both
geographic and cultural.
 GAS a synthesis between essential shapes,
details and sensuality. GAS is one of the
Italy's most authoritative denim brands.

19.  "Be Yourself“ You don't need to show off your
clothes to be yourself. It's your personality,
your lifestyle and your enthusiasms that
determine your way of dressing – which is
always changing.
 Simplicity understood as attitude that takes
the form of an evolved basic

20. Personality, Vibrant,
Classy International,
Cosmopolitan
Italy’s Authoritative
Brand
excitement
Luxury, Elegant
International, Authenticity
Relationship, Authenticity Italian Brand, Quality &
self image, Enthusiasm,
Simplicity attitude
Be Yourself, Comfortable,
Satisfied, Positive outlook
International trend, European existence
Independent minded, Modern design

21. Physique
 Luxury
 Elegant
 International flavor
 Authenticity
 (T-shirt, Polo, Jeans,
Shirts)
Personality
 Youthful
 Vibrant
 Classy international
brand
 Cosmopolitan – who
represents their own
individuality
 Italy’s authoritative
brand

22. Relationship
 Accessible
 Authenticity
Culture
 Italian brand
 Quality & self image
 “Be yourself” – no need to
show off your personality
 Enthusiasm
 Simplicity understood as
attitude

23. Reflection
 Follows international
trend
 Exists mostly in
European countries
 Trend setting
 modern
 Independent minded
Self Image
 “Be Yourself” in your
own design
 Comfortable
 Positive outlook
 Satisfied

24.  Core Identity
International Italian casual wear
Follows
 Extended Identity
Be Yourself of your own fashion
Positive outlook
Self Image

26.  International
Italian brand for
classy casuals for
all (15yr-45yrs)
men's and
women's
 It provides with
excellent fabric
quality with good
fit
 International
casual and party
wear

27. The brand as a
person is the
one who likes
international
style
 The brand
provide fashion
with
international
blend
 For men's and
women's aged
(16yr-45yr)

28.  GAS is talking to customer about current
events. It provides the same merchandise
through the globe throughout its retail
outlets.

29.  The symbol represents two meeting rainbow
 Invented by Grotto s.p.a.

30. Hypothetical brand
• Stitchers

31. GAP Identified
UCB
• Cheerful
• Equality not trend
setter
• Modern casuals
• Focuses on colors
GAS
• Authoritative
• Classy International
• Simplicity attitude casuals
• Focus on simplicity

33. Italian design, High
Quality , formal, casual
Elegant, self
confident, Attitude,
sophisticated
Providing service
through its product
Focuses in Italian
Design, innovativeness
with simplicity
Stylish, individual fashion conscious
Confident , fashion, unique

34. Thank you!