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  • Moschino Sharvari

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    Sharvari Shankar
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    This document discusses brand identity and image for fashion designers Franco Moschino and Jeremy Scott using Kapferer's Brand Identity Prism model. It analyzes their externalization as young, vibrant and confident and culture as Italian, contemporary and pop art. Internally, their self-image is described as eccentric and contemporary. Their brand archetype has evolved from "Joker" to "Jester" and their communication mix includes advertising, personal selling with celebrities at events like the Met Gala, sales promotions, and social media.

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    This document discusses brand identity and image for fashion designers Franco Moschino and Jeremy Scott using Kapferer's Brand Identity Prism model. It analyzes their externalization as young, vibrant and confident and culture as Italian, contemporary and pop art. Internally, their self-image is described as eccentric and contemporary. Their brand archetype has evolved from "Joker" to "Jester" and their communication mix includes advertising, personal selling with celebrities at events like the Met Gala, sales promotions, and social media.

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    55 views14 pages

    Moschino Sharvari

    Uploaded by

    Sharvari Shankar
    This document discusses brand identity and image for fashion designers Franco Moschino and Jeremy Scott using Kapferer's Brand Identity Prism model. It analyzes their externalization as young, vibrant and confident and culture as Italian, contemporary and pop art. Internally, their self-image is described as eccentric and contemporary. Their brand archetype has evolved from "Joker" to "Jester" and their communication mix includes advertising, personal selling with celebrities at events like the Met Gala, sales promotions, and social media.

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    of 14

    FRANCO MOSCHINO

    JEREMY SCOTT
    BRAND IDENTITY VS BRAND IMAGE:
    KAPFERER’S PRISM
    EXTERNALISATION
    PHYSIQUE:YOUNG,VIBRANT AND CONFIDENT
    EXTERNALISATION
    PHYSIQUE:YOUNG,VIBRANT AND CONFIDENT
    EXTERNALISATION
    REFLECTION: TRENDY, FRESH, NEW AND EXCITING
    INTERNALISATION
    REFLECTION: TRENDY, FRESH, NEW AND EXCITING

    CULTURE: ITALIAN, CONTEMPORARY, POP ART


    NEW AND EXCITING

    SELF IMAGE: ECCENTRIC AND CONTEMPORARY


    BRAND ARCHETYPE
    PAST ARCHETYPE:
    JOKER • Irreverent, amusing, morphing and ironic
    At the same time protesting and criticising A character that is known for his
    fearless personality, who has lived in a powerful evolving society, which
    supports him in his strong and comprehensive behaviour. This man shows
    humour but at the same time brings awareness to society on the real and
    threatening social problems. Distinguishing actions and gaining inspiration for
    himself out of global problems, makes him stand out among the personalities of
    the fashion industry. As an individual he is not concerned with what others
    think: "Unconstrained by social rules and expectations, cavalierly, disregarding
    the consequences of his behaviour, absence of fear, and destructive.”

    PRESENT ARCHETYPE:
    JESTER • foolish, marginal, frivolous, low brow
    The Jester is happy, irreverent, sometimes ironic and always willing to break
    the rules for the sake of fun, like that little devil who couldn't care less about
    convention. In our stressed and stressful society, it is a kind of escape route,
    reminding us of the need to let go and occasionally get a good laugh.
    Nonetheless, the archetype may be associated with irresponsibility and pranks,
    which can shake a brand 's reputation if customer services are not taken
    seriously.
    COMMUNICATION MIX
    THE ADVERTISEMENT
    COMMUNICATION MIX
    THE ADVERTISEMENT
    COMMUNICATION MIX
    PERSONAL SELLING: SLOGAN//HEAVY FASHION FWD
    RS

    Violet Chachki, Stella Maxwell,

    Bella Hadid, Gwen Stefani,

    Jeremy Scott, and Tracee Ellis

    Ross at the 2019 Met Gala

    BELLA AND KATY PERRY "Camp: Notes on Fashion", at

    Metropolitan Museum of Art, May


    COMMUNICATION MIX
    PERSONAL SELLING: SLOGAN//HEAVY FASHION FWD
    RS
    SALES PROMOTION
    RS
    COMMUNICATION MIX
    SOCIAL MEDIA
    RS

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