Segmentation

on
your
most
loved
brand
Leslye Natalia Alomia
Brand Identity and Strategy
Coursera and IE Business School
 The
brand
I
Love
The Brand I choose is Adobe Inc.
Adobe is a software company founded in 1982 by John Warnock and Charles
Geschke, they have Adobe Creative Cloud and is a service where the users can access
to design, video editors and web design softwares.

The core consumer segment of my Brand is all digital creators.

My first choice is the Adobe creative softwares, and I use most frequently Adobe
Illustrator.
 Iceberg
Model
for
Adobe
Inc
BEHAVIOR
I use it when I’m working, the benefits that I got using it is that, I can be part of a
creative community and also the softwares support all my work, I use Adobe on my
computer every day, I’m an habitual user and I have a strong loyalty.

I buy the softwares license online at Adobe web page, and the best of all is that they
give me a free license for one month, I use to pay the lincense every month, but right
now I’m studying in a public school and with the pandemic situation, they give me a

BEHAVIOR
one year free license.
 Iceberg
Model
for
Adobe
Inc

VALUES, ATTITUDES AND LIFESTYLES

VALUES, ATTITUDES AND LIFESTYLES
I’m a creative and introverted person, I love illustration, culture
and art. I love to reflect about the things that happened to me and learn from other
people around me, I’m always dreaming and I work so hard to make it possible.
From the VALS Sementation I fix with the believer group.
I think that we need to make the innovation a part of our lives, because with out it, the
world will stop.
I love Apple, is a innovative brand, I think that since Steve Jobs died Apple is not the
same, but they still making it. Thinking different.
 Iceberg
Model
for
Adobe
Inc
NEEDS AND MOTIVATIONS
I need to grow my carrer and help people, because I want to work on what I love and I
do it great, I want that people around me believe in their dreams and found their own
way, no more copy.

NEEDS AND MOTIVATIONS

I think that my needs can classify into:
Induviduals needs: Grow professionally and make money with my knowledge
Social needs: Recognition and contribution to society.

I prefer to have everything under control and showing that I made it.
 Iceberg
Model
for
Adobe
Inc
DEMOGRAPHIC
Live in an urban town, but I love to being in nature.

The group age is from 20 to 35.

From Latin America, Colombia.

DEMOGRAPHIC