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Assignment On

BRAND PERSONALITY

Submitted By

SUKANYA BAJPAI

Under the Supervision / Guidance Of

Prof. SANTOSH TARAI

Submitted To

Department of Fashion Management Studies, National Institute of Fashion Technology,


Ministry of Textiles, Government of India, CIT Campus, No 136/ 137, Ramchandrapur, Jatni, Khurda, Bhubaneswar 752050 Ph: 0674-2492997, Fax: 0674-2 Website: www.nift.ac.in
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What is Brand Personality?


Brand personality is the way a brand speaks and behaves. It means assigning human personality traits/characteristics to a brand so as to achieve differentiation. These characteristics signify brand behaviour through both individuals representing the brand (i.e. its employees) as well as through advertising, packaging, etc. When brand image or brand identity is expressed in terms of human traits, it is called brand personality. For instance - Allen Solley brand speaks the personality and makes the individual who wears it stand apart from the crowd. Infosys represents uniqueness, value, and intellectualism. Brand personality is nothing but personification of brand. A brand is expressed either as a personality who embodies these personality traits (For instance - Shahrukh Khan and Airtel, John Abraham and Castrol) or distinct personality traits (For instance - Dove as honest, feminist and optimist; Hewlett Packard brand represents accomplishment, competency and influence). Brand personality is the result of all the consumers experiences with the brand. It is unique and long lasti

Introduction:
A simple idea to create top quality clothing reflecting the latest fashion trends at affordable prices was the start signal for one of Europe's largest clothing brands for young women - VERO MODA. The idea was the inspiration of Troels Holch Povlsen, who started the business behind the label in 1987, and VERO MODA was one of the first brands in the Bestseller family to be created. VERO MODA is a leading European fashion company owned by Danish BESTSELLER one of four well-known brands. VEROMODA with many designers, they are all over Paris, Milan, London and Copenhagen and other major fashion cradle, which makes VERO MODA, always stand on the forefront of European popular. VEROMODA has many good designers, VEROMODA of Sell Global network of 22 countries, with 650 large concept store, followed the trend of world fashion, women around the world providing the most tasteful fashion. For 28 years, VEROMODA has been an independent, confident, mature personality of international urban women to provide tailor-fashion clothing, to bring a new concept of career casual work and casual occasions so that they can feel confident and beautiful. VERO MODA products can be found in more than 45 countries, 2000 VERO MODA stores, and 3300 wholesale stores across the globe - from leading multi-brand stores, department store shop-in-shops, and their own stores to the recently opened web shop at veromoda.com

History:
It quickly became clear that the brand was here to stay, and VERO MODA's healthy and successful start provided a solid foundation for the continuing expansion and success of the brand. Since its inception in

1989, VERO MODA has become synonymous with contemporary fashion and designs desired by young women throughout the world. In 1998, VERO MODA had a staff of 15 and the brand was represented in three countries. In 2009, VERO MODA's products were available in 45 countries and a staff of 170 individuals worked at the company's headquarters in Brande, with an additional ever-increasing number of employees across the globe and 75 external sales representatives

VERO MODA boasts a powerful position in the Scandinavian market which, along with Germany, China, and the Netherlands, has most of the brand's outlets. VERO MODA is also strongly represented in southern and central Europe and the Middle East. More recent markets include France, the UK, and Canada. Each market is a valuable sales platform, enabling the company to ensure continuous and positive brand development. Dynamic growth and the conquering of new markets, combined with persistent and loyal work in established markets, continues to guarantee the overall growth and success of VERO MODA.

Target:
From the very beginning, VERO MODA made a name for itself on the fashion scene by using international top models in marketing campaigns. Over the years Helena Christensen, Claudia Schiffer, Christy Turlington, Kate Moss, and Gisele Bndchen have been instrumental in creating VERO MODA's profile. As a result, VERO MODA has secured a confident position alongside other international brands. VERO MODA is the brand of choice for the fashion-conscious, independent young woman who wants to dress smart and pay less. With a range of four design lines - VERO MODA, VERO MODA JEANS, VERO MODA VERY, and VERO MODA BASIC - to cover the needs of each and every customer, VERO MODA offers quality, affordable, and inspiring clothing for the young woman who wants to look good and have fun with her look in a trustworthy fashion-oriented context. At VERO

MODA, the customer finds the right clothes at the right price and consequently the opportunity to follow fashion on her own terms.

Birth of Brand:
North Europe and Denmark

Brand personality:
Independent, sexy, confident and mature fashion.

Brand:
Rich in style, striking colors

Brand slogan:
Instead of looking to wear in the body as brand strategy

Brand Strategy:
VEROMODA advocate "with its worn look better" philosophy, fashion design, reasonable prices, the global supply chain, so VEROMODA is a global brand of choice for working women.

Brand positioning:
For career women aged 25-35 casual, infiltration of the latest fashion classic sense, simple and elegant feminine style highlights, for the mature woman to bring a new concept of casual employment for their work and leisure and can feel confident and beautiful on occasions.

Brand awareness:
In Europe, Australia, Asia and China the birthplace of many renowned fashion brands, the current major cities in China has more than 350 stores, all stores are of European designers unified design, was most reflected in the details classic fashion forward.

Brand reputation:
BESTSELLR China (Bestseller fashion) and the domestic retail sector giant has a number of good Cooperation Relations, such as the New World Group, Parkson Group, SOGO, etc., several times was named "best partner" and at the same time, as a socially responsible leader in the fashion industry, fashion company Bestseller several active part in social welfare activities, and Chinese Women's Development Foundation as a "collective love." In the community have very high brand reputation.

Brand loyalty:
In China, VEROMODA is a brand for young people and the white-collar fashion weathervane, often caused in the fashion world some new phenomena, many advocates of women fashion personality of the city, regarded as the number of women who prefer VEROMODA clothing brand as choice.

Brand association:
V EROMODA insights on fashion, always give people a fresh feeling. Regardless of when and where, filed VEROMODA, it is best to think of "fashion", "personality", "mature", "sexy."

Brand Pattern:
BESTSELLER Group's total of 12 different positioning of the clothing brand, encompassing from Kids Fashion outfit to a business casual full range of product lines, and in the Women Brands, VEROMODA is BESTSELLER's the first fashion brand, the first VEROMODA store opened in Denmark in 1978, sales of women's fashion and unique design jewelry.

Brand core values:


VEROMODA to provide consumers with the core interests is the stylish design, reasonable prices, the global supply chain, standing on edge fashion.
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