Brand personality can be used to express, represent, identify and differentiate the brand.

The
consistent use of brand elements in all marketing programs helps communicate
the Brand Character to the marketplace. Brand elements can be chosen to enhance brand
awareness or facilitate the formation of strong, favorable and unique brand associations.
BRAND NAME: It is very important aspect in the brand element it captures the central theme or
the key association of the product in a very compact and economical fashion. The name “Gucci”
is an adjective which describes being cool, good, chill and awesome as Gucci is for the “rich and
ballin' therefore he is good, cool.
BRAND LOGO: The logo symbolizes grandeur and authenticity and is seen worldwide.The
famous double G logo of Gucci employs the two interlocking, bold “Gs” of the father's – Guccio
Gucci's – initials in a very artistic and smart way. The Gucci logo has become
synonymous of luxury and sophistication.
TAGLINE & SLOGAN: . Say It With Gucci and the tagline is “Quality is remembered long
after the price is forgotten” as the tagline says, Gucci has always positioned its products as a
symbol of quality and pinnacle of Italian craftsmanship with trendy fashionable apparel &
accessories.
CHARACTERS AND CELEBRITY ENDORSEMENT: The benefits of using a celebrity for
advertising are the ability to: Build brand equity, meaning brand power is acquired through the
name recognition, which allows the company to achieve larger sales and profits. Increase the
consumer's remembrance of the ad like Blake Lively, Chris Evans, Dakota Johnson, Jennifer
Lopez etc.
BRAND EQUITY: This is the impact a brand can impose over the purchasing decision of a
customer. Gucci made significant efforts to establish their brand equity because of its vital
business line. Here, the idea is distinctiveness and uniqueness as these firms work in a niche
market. Additionally, Gucci drives higher prices and the amount of outlets. Gucci’s brand equity
set up is of an exclusive and luxurious brand only some people can afford Gucci products.
1. HIGH QUALITY- The brand equity of Gucci is relied on their unique, tradition, and high-
quality design. However, Gucci has included a new dimension by their current strategy of social
media.
2. UNIQUENESS- Gucci is a renowned brand across the world for its unique blend of fashion
authority and luxury heritage and impeccable craftsmanship of Italy.
3. DIFFERENTIATION-In the minds of customers, Gucci differentiates its brand by its good
quality offering, which stay true to equestrian roots and core value of Gucci.
4. RESONANCE-The Company is able to attain resonance by formulating a strong community
sense, promoted by a want to be a part of social elites.
5. FEELINGS-Gucci marketers also targeted people feelings, such as social approvals, self-
respect and excitement are widespread in brand of Gucci. Most of the people see wealth and
sexiness to be interrelated, advocating sense of excitement in being a part of the high-class.

ANALYSIS OF CBBE (CUSTOMER BASED BRAND EQUITY)

SALIENCE- Gucci is all about Italian designs, Their logo is ‘the most recognizable fashion
logo’ ever created and the ‘ Made in Italy’ slogan directly relates to the country of origin. Italy is
the leading country in fashion, art and design.
PERFORMANCE- The key functional benefits are quality and design and also their
exclusivity, Quality, Italian craftsmanship, unparallel design and top end price range
IMAGERY- Gucci combines heritage, modernity and prestige and duality in brand positioning
pairing modernity and heritage, strategic alliance with celebrities as brand ambassadors- sign of
prestige
JUDGEMENT: SUPERIORITY- Gucci was cited as having the most expensive pair of jeans.
Gucci jeans in existence, sold for $3,134. Gucci is the coveted and aspirational luxury brand in
the world today.
CONSIDERATION- Corporate social responsibility “Chime for change”, Gucci founded a
community to promote a education, health and justice for women around the globe.
FEELINGS- Physical empowerment, brand experience, prestige and brand energizes the
customer.

RESONANCE Engagement- Personalization kit out rolls Royce’s with Gucci interior and made
to measure the clothing line, same day delivery in Newyork, Complimentary gifts with every
purchase.
Community- Social media sites(Loyal customers created blogs to converse with fellow
enthusiasts to discuss Gucci products and celebrity affiliation
RELEVANT MEASURES TO IMPROVE: Continuous updating is required, Sexuality in
Advertising A major point where Gucci faces flak is in its advertising. It regularly uses sexual
innuendos and shows the female in bad form due to which it has repeatedly faced criticism over
the years, Trademark infringements and counterfeiting.