is a symbol that distinguished a product made by one firm from the

others

BRAND

CLASSICis a brand that belongs to the

past, to tradition

LUXURYis an

expensive brand, an

elite brand

A

Quality safety design symbol fashion origin

Manuela Nucci

Almost every Almost every fashion labelfashion label

brands is brands is manufacturing manufacturing

ininASIA

is an example

But the top But the top luxury brands luxury brands

will continue to will continue to be seenbe seen as as EuropeanEuropean

Europe

A brand is a set of associations in the mind of the consumer and one of

these is the country of origin

TRADEMARKis a formally registered name or symbol identifying the origin of a product or serviceregistered

trademark A

A

offers

exclusive use

legal actions

licenses and franchises

difference from competitors

NIKE Adidas

Reebok

COMPETITION

STRATEGY:

celebrity athlete endorsement

product design

advertising

competitio

n

competition

design

function

size

increasing population

young people

NOKIA SAMSUNG

function

size

ADVERTISING

is an attempt to get the right message to the right people at the right time

The Nike mission to bring inspiration and

innovation to every athlete in the world and to wake up the

consumers

Advertising campaigns original revolutionary daring transparent consistent

QUALITY

reliability value for money durability authenticity well designed hand made

a bargain

expensive cheap

qualityqualit

y

qual

ity

quality

is a German manufacturer of high quality domestic appliances, commercial

equipment and fitted kitchens

“forever

better”

produce component locally costs are higher legendary quality innovation longevity difficulty

generations are more costs conscious

Miele

“Miele is like a permanent promisethat must be kept”

ORGANIZATION

is a cleaning company located in the heart of Helsinki

original and coloured office decentralize responsibility abolish the rules assist the consumers abolish titles training program eliminate paper

“people

work

better if

they are

happy

while

routine

kills

them”

“kill routine before it

kills you!”

LEADERSHIP

What makes a good leader? decisive, motivated, adventurous, energetichonest, humane, understanding, flexiblecharismatic, informal, balanced

IKEA The leader isKamprad charismatic informal a no ordinary multi-billionaire the 17th richest person in the world affectionate attentive to detail long term planning

Philosophy

well-designed furniture

reasonable prices

“live your life, lo

ve

your home”