Académique Documents
Professionnel Documents
Culture Documents
Fulfillment
Range of Products
Wide
Loyalty
Range
Advocacy Reliable
Latest
Fashion
BRAND IDENTITY
• Brand Identity: Reliable, Innovative
• Brand Image: Fast, Effective CRM
• Brand Personality:
– Competence (Reliable & Efficient)
– Sincere (Honest, Joyful)
– Exciting (Innovative, updated)
• Brand Perception: Availability and Convenient
Articulation
RUB Amazon
original and
Online marketplace
limited edition
Amazon Art and assurity of the Shipping from USA
fine art from
art
selected galleries
Product category
Old New
Line extension Category extension
Old
Amazon Prime, Amazon Fresh, Amazon Go
Amazon kindle,
Brand
AmazonMp3
Sub Brand New Brand
New
Amazon Basics,
Instant video,
Amazon
Diapers.com
WarehouseDeals
Brand architecture
PERFORMANCE IMAGERY
SALIENCE
•Punctual
Relationship
Culture
•Erasing
inquisitiveness – •Caring for every
“Aur Dikhao” needs
•Availability
•Buy anything , easy transaction •Innovative
•Recommendations •Customer friendly
•Trustworthy
•Accessible
CULT BRANDS
• Cult brands are brands that command a
religious royalty and following with their
customers.
• These brands have been around for a long
time; their customers feel a sense of
community or bonding amongst them linked
by these products.
Introduction
• In 1963, Sante Mazzarolo, a leather craftsman
started the motocross giant Alpinestars
• The first product was a high quality boot that
revolutionized the motocross industry
• Alpinestars is now the world-leading
manufacturer of professional racing products,
motorcycling airbag protection, high-
performance apparel and technical footwear.
What makes Alpinestars a cult ?
• When Mazzarolo decided to use his skills in the
newly flourishing motocross segment he ended up
revolutionizing the entire motocross protection gear
segment
• The design and quality was unmatched in the
market, eventually making this Italian brand the
global leaders in the motocross guard and apparel
segment
• Over the 28 years of its existence Alpinestars has
earned the cult status with the events and globally
famous riders they have sponsored
“The invent of the simple a-star logo and the
branding gives a sharp easily recognisable hook
that means hardcore motorcyclists, brand new
bikers, car race fans, mountain bikers, bmx
riders, skaters or just people who are brand
aware know the name and the logo on sight”
THANK YOU!