Case Study on Dunhill

Q.1. In addition to visual manifestations of the brand such as logos, taglines and colors, how might a firm such as Dunhill communicate its brand identity?

A brand is a name, term, sign, symbol or design, or a combination of these, that identifies the products or services of one seller or group of sellers and differentiates them from those of competitors. It helps consumer to identify the product and it can also create value. As a renowned company like Alfred Dunhill Ltd., uses some other media than visual manifestations to communicate their brand identity to their consumers. Dunhill has created their unique position in the consumers’ mind that comes forward in the time of purchase. If a consumer thinks about a brand, some associations come in the mind that in together create a brand. Dunhill has used the best use of those associations to communicate their brand to the consumer and to make a position in their mind.

Firstly, Dunhill is supplying luxury accessories from the very beginning. Dunhill make the product stylish, well designed and beautifully made, and delivered on the brand promise. But luxury products are not all about their physical attributes. What Dunhill provide to their consumer is little more than just a product, which is a good feeling. For that luxury became their brand name.

Secondly, when people think about Dunhill, the word comes immediately after luxury is manliness. Dunhill is being producing only masculine accessories from the earlier. They also focus on the word ‘gentleman’. They give their products English looks. Dunhill believes that this very ‘Englishness’ could be the main thing of their brand’s appeal in the global market. They just don’t only produce gentleman thing, they has also produced product based on eccentric taste of the English like Bobby-finders that had won the market.

Finally, we can come to Quality, which is such an attribute that has the most impact upon a product. Dunhill has always had a reputation for producing...