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Brand Design Proposition.

Jos Carlos Ferreyra.Marketing expert.

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The idea of this exercise is to create a branding line for a new company that will selllamps, carpets and other house decoration elements, so far known as Gabs DesignElements (GDE).

This brand proposition will be used by Irina Gabriela Nita (Gabs) to aid the developmentof a store in a high luxury mall to sell design elements made by her own, or re-selled,based on a specific target.

Which target? In order to target the most profitable population segment in Bucuresti, wewill design a brand positioning, based on her personal perceptual values, that will helpcommunicate better with a specific segment of clients that visit a mall.

The methodology used in this document is refered to as the Perceived Values ExperienceMethodology

Special thanks to Ruxandra Calin, Mirea Alina, Costache Valentin, Teodora Petcu, RosuSimona, Fallen Alin and Zal Ana for their input on the market research to gather ideasfrom the Gabs perceived values on which this branding proposition was based on.

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it doesnt matter

what you sell. Just

choose the right words

for each buyer

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Animal

What emotions does shemake you feel?

Color

What taste u keep inyour mind?

Superhero

What social values yousee in her?

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AnimalWhat emotions does shemake you feel?

Most refered elements:

Cat.

Lion.

Panther (black panther).

Frog.

Most refered emotions:

Courage.

Spoilesness.

Tenderness.

Pride.

Grace.

Power.

Protector. Sensitivity.

Warrior.

Needed of attention & affection.

Free to explore.

Curious. Smart.

Strong.

Ambitious.

Beautiful.

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The cat: Cat universal symbolism values: Cats are unexpressive. Misterious. Selective.

Independent, and the best company in the afterworld (guide to the world ofdeath).

The lion: Lion universal symbolism values: Nobility. Strength. Courageous. Lazyness.

The black panther: Universal symbol of the mother. Associated with strength.

The frog: Symbolisms associated: Fertility. Water. Abundance.

Source: Dictionary of symbols, Carl. D. Liungman.

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ColorWhat Taste you Keep inyour Mind?

Most refered elements: Yellow.

Green.

Black.

Red.

Most refered emotions:

Self-confidence.

Positive energy.

Mistery of life.

Passioned.

Energized. Elegant.

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Yellow: Yellow is a very complex color. It is both universal symbols of good and bad values.

In a good sense, its the emblem of the sun, beneficence, marriage, fruitfulness, and faith (thus Saint Josephand Saint Peter are clothed in yellow).

In its bad sense it indicates jealousy and deceit. Judas was represented in a dingy yellow, with fewexceptions, when a dirty brown was used; but so rarely was the ugly yellow omitted from pictures of thetraitor, it came to be called "Judas color."

Green:

Universal symbolisms: Spring. Hope. Victory. Fertility.

Black: Associated with mourning and elegance. As defined by the negation of color, it contains all types of colors

within, so it is associated with dogmas, mystery, and the hidden.

Red: Universal symbol of love (passionately speaking) and blood.

When combined with black, it associates both purgatory and devil.

Source: Dictionary of symbols, Carl. D. Liungman.

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Cat. People associated to Cats are:

Mysterious.

Independent.

Leaders.

Lion. People associated to Lions are:

Strong.

Courageous.

Lazy. Noble.

Black panther. People associated to Black panthers are:

Mother.

Strong.

Fighter. Frog.

People associated with frogs are:

Fertile.

Abundant.

Yellow.

People associated with Yellow are:

Good and bad at the same time.

Mysterious.

Marriage.

Faith.

Green.

People associated with Green are:

Spring.

Hope.

Victory.

Fertility.

Black.

People associated with Black are:

Dogmas.

Elegancy.

Mystery.

Hidden.

Red.

People associated with Red are:

Love.

Passion.

Blood.

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Cat. People associated to Cats are:

Mysterious.

Independent.

Leaders.

Lion. People associated to Lions are:

Strong.

Courageous.

Lazy. Noble.

Black panther. People associated to Black panthers are:

Mother.

Strong.

Fighter. Frog.

People associated with frogs are:

Fertile.

Abundant.

Yellow.

People associated with Yellow are:

Good and bad at the same time.

Mysterious.

Marriage.

Faith.

Green.

People associated with Green are:

Spring.

Hope.

Victory.

Fertility.

Black.

People associated with Black are:

Dogmas.

Elegancy.

Mystery.

Hidden.

Red.

People associated with Red are:

Love.

Passion.

Blood.

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Misterious Good and bad at the same

time.

Mysterious hidden. Leadership hope.

Courageous victory.

Lazy spring.

Noble elegant.

Mother marriage.

Mother fertility.

Mother love.

Strong victory.

Strong blood. Fighter victory.

Fighter blood.

Fertile marriage.

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SuperheroWhat social values yousee in her?

Most referedelements:

Supergirl.

Most refered

emotions:

Fighter.

Fight for change.

Fighter of freedom

of speech.

Bad. Wants to beat them

all.

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Need to approach to her

in 1st person (you).

Send her messages about

freedom of speech.

Make her believe that

things can change to her

benefit.

Use the power ofmarketing: made her

believe that if she buys

your products, she will find

the faith she needs to

keep her fight going on.

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Give your buyer the

chance to believe Understand her for

granted Its you,

Gabs; Your friends saidso