Brand Equity

. Global Branding 1256974, 1265798, 1262877, 1057930, 1260624 Group Number 18

2. Goddess

3. INTRODUCTION •  Most valuable and premium Global Italian Brand dealing in leather goods, shoes, ready to wear, jewelry and watches. •  Ranked 38 in Top 100 Global Brands •  Designs, manufactures and distributes highly desirable products •  380 directly operated stores worldwide •  Brand value stands at USD 9.4 Billion in 2012 as compared to the average brand value of the luxury market .i.e. USD 7.8 Billion (Interbrand, 2012)

4. Segmentation Targeting Positioning Differentiation

5. Segmentation Demographic Geographic Psychographic Behavioural Age: 26 - 40 Gender: Female Higher Income Group

6. Segmentation Geographic Demographic 1st Phase – USA & Europe 2nd Phase – China & Japan 3rd Phase – Middle east Psychographic Behavioural

7. Segmentation PERSONALITYLIFESTYLE StatusFashion Bold GeographicDemographic Psychographic Behavioural Socialites Confiden Trendy Conscious Quo

8. Segmentation Occasion User Status Loyalty GeographicDemographic Psychographic Behavioural

9. Targeting •  Loves shopping, partying & reading Vogue •  Is ambitious & confident •  Is fun, friendly & fashionable •  Belongs to the high income group Hazel 26-40 years

10. Classy Positioning Bold Glamorous Exclusive Sexy

11. Customization opportunity Point of difference Differentiation First mover advantage 1 2 3

12. In-store Experience

13. Sources of Brand knowledge

14. BRAND KNOWLEDGE BRAND AWARENESS BRAND IMAGE BRAND RECALL BRAND RECOGNITION TYPES OF BRAND ASSOCIATIONS FAVOURABIL ITY STRENGTH UNIQUENESS ATTRIBUTES BENEFITS ATTITUDES NON PRODUCT RELATED PRODUCT RELATED FUNCTIONAL EXPERIENTIAL PRICE USER IMAGERY BRAND PERSONALITY FEELINGs & EXPERIENCES SYMBOLIC

15. BRAND KNOWLEDGE BRAND AWARENESS BRAND IMAGE BRAND RECALL BRAND RECOGNITION TYPES...