Criteria for

choosing brand

elements

Victoria’s Secret Triumph

Memorability - Seeing the logo and reading the name of the brand. - Doutzen Kroes, Adriana Lima, Miranda Kerr, Candice Swanepoel etc- The other marketing (fashion show, Facebook, Twitter etc.)

- 'It's your time to blossom, - 'Get fitted, feel good, reveal the new you‘- Promotion: hanger swing tickets, product stickers, posters and a short motion sequence

Vitoria’s Secret Triumph

Meaningfulness The meaning of the brand is clearly all about the whole customer experience. Some people do not really know what Victoria’s Secret means or stands for as a brand, but that does not affect the salience of the brand in the customers mind

Triumph is the only European having special designs for Asian women. The meaning of the brand is making people beautiful. Comfortable-Qualitative-Innovative- Fashionable are all Triumph competencies.

Victoria’s Secret Triumph

Likable Funny, young and Sexy

Fashion shows, campaigns,

advertising, etc.

A lot of social media

Girls and young women

looking up to supermodels

Men who love watching the

yearly fashion shows

Light color as pink, white,

flowers pattern, etc.

Smart, sensitive and

independent

Fashion shows, campaigns,

advertising, etc.

A lot of social media

Girls and career oriented

women

Warm color as Red,

Brown, milk-white, etc.

Victoria’s Secret Triumph

Transferability Main focus is on the American and British market.

Make-up, fragrances, bath- and body products, shoes, swimwear and many more.

Change to enter Britain and EU market.

Worldwide

Focus on only lingerie and sleepwear.

Special designs for Asian women.

Victoria’s Secret Triumph

Adaptability - FASHION FIELDS-Performing well at Adaptability criteria- Based on "Best Retail Brands 2013 by Interbrand“ BETTER-Every line or product Victoria’s Secret has is adaptable, flexible and updatable, even the models!

- FASHION FIELDS- Performing well at Adaptability criteria-Based on "Best Retail Brands 2013 by Interbrand“ -Not as good as VS

Victoria’s secret Triumph

Protectable

(Legally and competitively)

- No franchise

- The intellectual property

is exactly the same in

every international

franchise as in the

United States.

- Not easily be copied

Copyright 2012

- Triumph International

Vietnam

- All rights reserved

and … please clap your hands!You know we are the best, right!