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    Brand Architecture

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    Rishika Shukla
    The document discusses brand architecture and Giorgio Armani's brand structure. It defines brand architecture as how a company organizes its brands and sub-brands. Armani uses a corporate brand strategy with one main Armani brand and five sub-brands at different price points. Over time, Armani has expanded its brand into various product categories while maintaining its luxury image and Giorgio Armani's signature aesthetic.

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    Brand Architecture

    Uploaded by

    Rishika Shukla
    179 views11 pages
    The document discusses brand architecture and Giorgio Armani's brand structure. It defines brand architecture as how a company organizes its brands and sub-brands. Armani uses a corporate brand strategy with one main Armani brand and five sub-brands at different price points. Over time, Armani has expanded its brand into various product categories while maintaining its luxury image and Giorgio Armani's signature aesthetic.

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    brand architecture

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    The document discusses brand architecture and Giorgio Armani's brand structure. It defines brand architecture as how a company organizes its brands and sub-brands. Armani uses a corporate brand strategy with one main Armani brand and five sub-brands at different price points. Over time, Armani has expanded its brand into various product categories while maintaining its luxury image and Giorgio Armani's signature aesthetic.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    179 views11 pages

    Brand Architecture

    Uploaded by

    Rishika Shukla
    The document discusses brand architecture and Giorgio Armani's brand structure. It defines brand architecture as how a company organizes its brands and sub-brands. Armani uses a corporate brand strategy with one main Armani brand and five sub-brands at different price points. Over time, Armani has expanded its brand into various product categories while maintaining its luxury image and Giorgio Armani's signature aesthetic.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    Brand Architecture

    Brand architecture is the structure of brands within an organization entity. The architecture should define the different leagues of branding within the organization; how the corporate brand and sub-brands relate to and support each other; and how the sub-brands reflect or reinforce the core purpose of the corporate brand to which they belong.

    Types of brand architecture


    Corporate brand , Umbrella brand and Family brand Endorsed brand and Sub-brands Individual Product brand

    BRAND ARCHITECTURE & BRAND STRATEGY OF ARMANI

    Giorgio Armani - the ultimate fashion brand


    Giorgio Armani -President and Chief Executive Officer of the Armani Group and sole share holder of Giorgio Armani Today the Armani brand architecture encompasses one corporate brand and five sub-brands, each catering to different sets of target customers and at different price levels. Armani has been using the corporate brand name in all its sub-brands, and across all its offerings, it is indeed a doubleedged sword.

    One of the many reasons that these brands diluted their brand equity was because they used their brand names on a very wide range of products

    Brand Philosophy
    Fashion should evolve rather than change drastically from year to year Unique and Personality based Maintains the aura of a real luxury brand Reflect the personality of their creator

    Brands
    Signature Armani Line Armani Collezioni Emporio Armani Armani Jeans A/X Armani Exchange

    Product
    Armani Suits, Oscar Gowns And So On Armani Line Contemporary Designs Jeans Collection Apparels & Accessories

    Target Consumer
    35-50yrs Slightly Lower Market Segment 25-35yrs 18-30yrs

    Price
    Ultra-premium 20% Lower The Main Line Affordable Lowest Range Affordable And Available At Retail

    Armani Junior
    Armani Baby

    Children Label
    Instant Label

    10-15yrs
    0-3yrs

    High Price
    High Price

    Armani Cosmetics
    Armani Casa Home Armani Prive Armani Hotels

    Skin Care, Cosmetics, Perfumes, Colognes


    Home Interior Haute Couture Hotel And Resort Customize Business Class

    High Price
    High-end Collection High Price High Price

    Brand Extension
    1975: Ready-to-wear (RTW) 1980s: RTW + Accessories

    1990s: RTW + Accessories + Mens Accessories + Home


    2000s: RTW + Accessories + Mens Accessories + Home + Home Expansion + Watches & Jewellery + Hospitality (Hotels & Resorts) +Restaurants + Nightclubs + Chocolates (!)

    Brand Structure
    Identical to the umbrella brand strategy except for one key point the products have their own brand name provide a two-tiered sense of difference and depth

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