BRAND NIRVANA

Luxury Brand Management

Joanna Thommée

real

brand values:natural • confident • friendly • comfortable • down to earth

Real beauty. Real women.

Dove calls upon women to regain their confidence and feel beautiful, no matter what their age, race, shape, or size. Its models are

real women, who exude confidence and strength. They are all beautiful, yet they defy the beauty industry standards. Rather than

perpetuating the beauty myth, Dove promotes a healthy lifestyle and taking care of one’s self.

brand as an ORGANIZATION brand as a SYMBOL

Unilever

•American • Unconventional• Inspires confidence• Controversial•

brand as a PRODUCT brand as a PERSON

ConfidentFriendlyHappyWarm

InclusiveIndependent

Down to earth

BRAND IDENTITY PRISM

Physique

Relationship

Reflection

Personality

Culture

Self-image

ConfidentFriendlyNaturalInclusive

ConfidentClean

Natural

Beauty barSoft colors

Dove symbolRound shaped packaging

AmericanSoft skinDown to earth

AcceptedBeautifulInspired

Inspires women to take care of

themselves and feel beautiful every

day

distant

brand values:earthy• modern • artsy • simple • confident

Prada is the essence of affluent functionality coupled with ultramodern sleek designs

Prada utilizes ultramodern sleek designs to create a discrete, yet feminine look. This quirky and provocative style speaks of

confidence without being too revealing. The brand juxtaposes gender roles as the Prada man seems very feminine, while the Prada

woman seems very serious, almost aggressive

brand as an ORGANIZATION brand as a SYMBOL

• Italian • Feminine • Modern • Refined • Luxurious

brand as an PRODUCT brand as a PERSON

AffluentDistantArtsy

QuirkyMysterious

BRAND IDENTITY PRISM

Physique

Relationship

Reflection

Personality

Culture

Self-image

ArtsyDistantConfidentUnderstatedForward thinking

QuirkyRefined

Ultra Modern

Opulent fabricsModern styleEarthy tones

Clean lines

ItalianModernFeminineLeather goods

Status symbol“Rive-Gauche”

FunctionalPractical

Fashionable