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INTRODUCTION

"his report critica--+ compare a'd a'a-+se the to -*r+ ,ra'ds Hermes a'd
Moschi'o to ide'tif+ idea- -*r+ c-ie't seme'ts a'd a re-e2a't marketi' mi* for
each%

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2 LUXURY BRAND PERSONALITY AND POSITIONING

2.1 Brand Personalit

!ko'ko (007$$0) ide'tifies ,ra'd perso'a-it+ as 8"he core perso'a-it+ trait a'd
characteristics co'scios-+ chose' for the ,ra'ds% 9ho the ,ra'd has decided to ,e:
ho it 2ies itse-f: a'd ho it a'ts to ,e 2ieed ,+ others;% 9hi-e Aaker ($<<7)
defi'es it as 8a set of hma' characteristics associated ith a ,ra'd;

2.2 Brand Positionin!

Bra'd positio'i' accordi' to !ko'ko (007$$6) is 8the p-aceme't of a ,ra'd i'


the mi'd of the co'smer; a'seri' the =estio' 8here are +o i' the co'smers
mi'd>; "he positio'i' of a ,ra'd is i'f-e'ced ,+ its perso'a-it+: imae a'd ide'tit+

Bra'd perso'a-it+ is a' importa't aspect i' the positio'i' of a ,ra'd i' the
co'smers mi'd% Bra'd perso'a-it+ he-ps to positio' the riht imae to the
co'smer% A disti'ct perso'a-it+: he-ps the ,ra'd disti'ish itse-f from competitio' i'
the mi'd of the co'smer%

2." Brand Personalit o# Bot$ Brands

A' o2er2ie of Moschi'o a'd Hermes ,ra'd perso'a-it+ a'd ,ra'd positio'i'%
?si' ,ra'd ide'tit+ prism: ,ra'd perso'a-it+ mode-s a'd e2ide'ce pro2ided i' the
appe'di*% Bra'd positio'i' is a setp of ,oth the ,ra'd/s ide'tit+ a'd their
perso'a-it+%

2.".1 Aa%er&s Personalit 'ra(e)or%

5rom the e2ide'ce i' (see Appe'di* ): ,oth ,ra'ds perso'a-it+ is checked si' the
Bra'd Perso'a-it+ Mode- ,+ @e''ifer Aaker% B+ app-+i' Aaker/s mode- (see
appe'di* .): it is e2ide't that: the Perso'a-it+ Moschi'o is associated ith
e*citeme't a'd imai'atio': e2ide'ce ,+ the ,o-d -od co-ors of their desi' as
see' i' their campai' Ads (-amoros: prese'tatio'): hi-e that of Hermes is
associated ith compete'ce a'd re-ia,i-it+: represe'ted ,+ the traditio'a-: casa-
e2er+da+ ear i' their Ad campai's a'd e,site%

2.".2 *eine+s Brand Personalit ,a-

?si' the e2ide'ce pro2ided i' appe'di* : the perso'a-it+ of ,oth ,ra'ds are a-so
mapped ,+ the ,ra'd perso'a-it+ map of Hei'e: hich as de2e-oped for -*r+
,ra'ds% (#ee appe'di* 4)% Accordi'-+: Hermes is mapped o' the perso'a-it+ of
Moschino/Hermes:comparativepositioningandconsumeranalysis
Moder'it+: e2ide'ce ,+ their stro' emphasis o' traditio'a- ha'dmade tech'i=es D O W N LO A D

a'd its histor+: a'd its associatio' ith co'temporar+ i''o2atio's sch as the
atch% Moschi'o is mapped o' the perso'a-it+ of Ecce'tricit+: e2ide'ced ,+ their
se-fimae co'temporar+ a'd ecce'tric: a'd its associatio' ith pop c-tre% !ther
-*r+ ,ra'ds are ide'tified ,ased o' perso'a-it+ adecti2es a'd sed i' the map for
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-*r+ ,ra'ds are ide'tified ,ased o' perso'a-it+ adecti2es a'd sed i' the map for
i--strati2e prposes%

Moder'

ece't Ecce'tric

"raditio'a-

5i% $ Hei'e perso'a-it+ mappi'

2."." Brand Identit

"o ide'tif+ the ,ra'd positio'i' of ,oth ,ra'ds: apferer a'd Botstei'/s ide'tit+
prism as sed to ide'tif+ the ,ra'd imae of ,oth Moschi'o a'd Hermes that is
ho the ,ra'd is: a'd ho co'smers see the ,ra'd% (#ee Appe'di* $)%

espite commo' fashio' rotes: Moschi'o a'd Hermes ha2e reco'isa,-e disti'ct
ph+sics% Hermes portra+s fi'e materia-s a'd -eather o,ectsD%quality and value of
production(mas: 0$) Moschi'o o' the other ha'd are -oo hea2+: ,o-d a'd
co-orf-%

A-thoh -*r+ is at the core of ,oth ,ra'ds: their characteristics differs i' disp-a+
Hermes is characterised ,+ the chic: "raditio'a- e2er+da+ ear (or-d of Hermes
2ideo campai')% !' the other ha'd: Moschi'o is characterised ,+ e*citeme't: the
'e a'd the 'e*pected (Edards: 0$4)%

"he re-atio'ship that Hermes offers to cstomers: is a,ot the offeri' of e*c-si2it+:
=a-it+ a'd 2a-e (mas: 0$) Moschi'o offers Hmor: seet'ess a'd -o2e
throh e-ectric a'd co'temporar+ comm'icatio' (#arah: 0$4)

Both ,ra'ds ha2e a -*r+ stats: hoe2er hi-e Hermes co'smers are c-assic:

e-ea't a'd traditio'a-: co'smers of Moschi'o are ,o-d: e-a,orate a'd carefree%

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"he ref-ectio' of ,oth ,ra'ds is represe'ted i' their campai' ads

5i% "he or-d of Hermes campai' (0$6)

Characterised ,+ face-ess mode-s ith emphasis o' the ,as%

5i%.% "he 5ace of Moschi'o (0$1)

Characterised ,+ ce-e,rit+ e'dorsed campai's%

As sch: co'smers of Hermes are a-- a,ot the ,a: the =a-it+ a'd 2a-e
associated ith it: hi-e co'smers of Moschi'o -ike to ,e associated to the 'i=e

a'd i'di2ida-istic st+-e of at+ Perr+%

2.. Brand Positionin!

Bra'd positio'i' occrs o' to -e2e-s the ,road -e2e- of positio'i' a'd the 'arro
-e2e- of positio'i' (!ko'ko 007$$6)% !' the Broad positio'i' Le2e-: Moschi'o
a'd Hermes share the same -e2e- of -*r+ a'd prestie% At the 'arro -e2e-
hoe2er: each ,ra'd is differe't ,ased o' their ide'tit+ hich i'f-e'ces co'smer
choices

Hermes are positio'ed as e-ea't: c-assic a'd sophisticated: hi-e Moschi'o is


positio'ed as ,o-d: i''o2ati2e a'd i'di2ida-istic

2./. Con0lsion S0o-e #or Se!(entation

"he to ,ra'ds ha2e differe't ide'tities a'd perso'a-ities a'd are therefore
positio'ed differe't-+% "he+ are percei2ed differe't-+ i' the mi'd of the co'smer:
therefore there is a scope for seme'tatio'% 5or that reaso': ,oth ,ra'ds 'eed to
taret differe't pote'tia- co'smer seme'ts%

". BRAND BENE'ITS AND CLIENT&S NEEDS


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". BRAND BENE'ITS AND CLIENT&S NEEDS
".1 ,oti3ation

Moti2atio' is defi'ed ,+ Mac-''is: Moo-ma' a'd @aorski ($<<$.4) as 8"he


co'smers/ desire or readi'ess to process ,ra'd i'formatio' i' a persasi2e
comm'icatio' co'te*t;: ths 8the dri2i' force ithi' i'di2ida-s that compe-s them
to actio'; (#chiffma'': a'k a'd 9ise',-it 0$0$06)

#chiffma' et a- (0$0$06) asserts that: this dri2i' force is prodced ,+ a state of


te'sio' as a res-t of 'f-fi--ed 'eeds% Co'smers stri2e to f-fi- these 'eeds ,+
se-ecti' oa-s a'd actio's the+ foresee to f-fi- these 'eeds: there,+ re-ie2i' them
of this te'sio'% "his is k'o' as the moti2atio' process (see fi 4)%

5i% 4 "he Moti2atio' Process (0$0)

"he a,i-it+ of a ,ra'd to ide'tif+ the 'eeds of a c-ie't e'a,-es it to positio' itse-f i' the
mi'd of the co'smer throh their marketi' mi* as a 2a-a,-e ,ra'd: a,-e to
de-i2er sch ,e'efits%

"o ide'tif+ the ,e'efits each ,ra'd offers: 2arios frameorks are sed to a'a-+se
the 'eeds a'd characteristics of Hermes a'd Moschi'o/s c-ie'te-e as discssed
,e-o

".1.1 ,aslo)&s *ierar0$ o# Needs

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