joanna thommee - brand nirvana dove and prada
Post on 11-Nov-2014
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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
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