Brand identity of ARMANI

Presented to: Presentation Given by:

Mr Rishikesh Kumar Sheema Rahman
NIFT MFM – 3rd
 BRIEF ABOUT THE BRAND

• Giorgio Armani, 74, is the President and Chief Executive Officer of the Armani
Group and sole share holder of Giorgio Armani
• 5,000 direct employees, 13 factories, and a direct network of 500 exclusive
retail stores in 46 countries worldwide.
• On July 24, 1975, the two business partners founded Giorgio Armani S.p.A.
and launched a men's and women's ready-to-wear line. 
• There are many products under the name of Armani such as Giorgio Armani,
Giorgio Armani Privé, Armani Collezioni, Emporio Armani, AJ | Armani Jeans,
A/X Armani Exchange, Armani Teen, Armani Junior, Armani Baby, and Armani
Casa home interiors, offering a choice of lifestyles to the marketplace.
• The company's product range includes women's and men's Clothing, Shoes
and Bags, Watches, Eyewear, Jewellery, Fragrances and Cosmetics, Home
Furnishings, Cell Phones.
• The Armani Group now also come with the Armani Hotels and Resorts under
an agreement with Emaar Properties in May 2005.
• Recently Armani is also sponsoring for England Football team with their
sports and casual dresses which is also a part of their marketing.
 Brand Identity, as defined by Aaker, is the
sum of the brand expressed as a product,
organisation, person and symbol
Brand identity

Brand as a Brand as a
product Brand as Brand as a symbol
organisation person
Product
scope
Product
Visual
attributes
Organisation Personality imagery
Quality
attributes Brand Brand
Uses
Local v/s customer heritage
Users
Country of global relationships
origin
4
 ARMANI AS A PRODUCT

ORIGIN
PRODUCT SCOPE, ATTRIBUTE, USES

• Different products are sold under

different name.
• Because of the high earnings from
Clothing sector (i.e. STAR) it has become
possible for them to invest capital in
different sectors (shoes, sunglasses,
under garments, other accessories etc.).
• Armani Hotels & Resorts and their 1st
hotel will be available for Public from
year 2009 in Dubai (booked till may
2010)
 ARMANI AS A ORGANISATION

• A virtuous process for developing projects aligned to the most

important international principles concerning environmental,
social and economic sustainability. 
• Suppliers (product supply chain)
• Consumer protection
 chemical safety of the product ( zero discharge 2020)
 Process control ( ethical- social behaviour, safety regulation in
workplace and environment))
Auditing programmes are done.
 Fur free policy
 ARMANI AS A PERSON

BRAND CUSTOMER
PERSONALITY
•  Consumers whom have the RELATIONSHIP
• Giorgio Armani is going to
need to go beyond a high self-
dress the England football
worth and into the highest form
team.
of egocentrism.
• Direct marketing through
• The need for a Sense of Power
online website.
comes through in the imagery
• Personal selling in fashion
used and the rough looking
shows
style of the product.
• The sense of mysteriousness
can be associated with power.
 ARMANI AS A SYMBOL

LOGO
• The Emporio Armani logo depicts an eagle that is looking in
the right direction. The eagle symbolizes the brand’s
supreme quality, excellence and feat, hence making it an
everlasting emblem.
• The Giorgio Armani logo, on the other hand, pursues a
highly simplistic and elegant design approach. It consists of
a rounded “G” completing a curved “A” letter, giving it a
very refined and graceful new style.
• The Armani Exchange logo incorporates the “A|X
trademark” in a minimal and most general form, rendering
a very legible and visually distinctive design that superbly
communicates the brand’s message.
• The Armani Jeans also has a simple typographic logo which
is made up of a smart combination of “A” and “J” letters.
COLOUR
• Basic black and white colour palette, giving them a
natural, striking and classier impression.
FONT
• Italian didot
 REFERENCES

Retrieved from :
• http://www.famouslogos.us/armani-logo/
• http://fontslogo.com/giorgio-armani-logo-font/
• www.giorgioarmani.com
• www.ukessays.com
• Building strong brands by Aekar
THANKYOU