UNITED COLORS

OF BENETTON.

SUBJECT: FASHION BRAND MANAGEMENT

BRAND PERFORMANCE

SUBMITTED TO: SUBMITTED BY:

AAMIR ALI
DR. RISHIKESH MD SAZID
RITURAJ
SHAKEEL
SOURAV DOLUI
 INTRODUCTION
Founded 1965; 55 years ago in Ponzano Veneto, Italy

Founder Luciano Benetton

Carlo Benetton
Gilberto Benetton
Giuliana Benetton

Headquarters Ponzano Veneto, Italy

Area served Worldwide

Key people Luciano Benetton (Executive Chairman)

Massimo Renon (Chief Executive Officer)

Products Clothing
Shoes
Bags
Accessories

Owner Edizione
 BRAND EQUITY MODEL

In the Brand Equity Model, David A. Aaker identifies five brand equity components:

•Brand loyalty
•Brand awareness
•Perceived quality
•Brand associations
•Other proprietary assets

Aaker defines brand equity as the set of brand assets and liabilities linked to the brand - its name and
symbols - that add value to, or subtract value from, a product or service. These assets include brand loyalty,
name awareness, perceived quality and associations.
 BRAND LOYALTY
It refers to the degree to which a consumer consistently purchases the same brand within a product class or
otherwise. It also shows how much of your sales are assured sales.

In this case, the respondents’ view was that
even if the other brands lower their prices, they
would still stick to UCB (12 out of 30). The
second was Levis with 9 respondents out of 30
supporting it.
The results show that maximum no. of respondents
were willing to delay their purchase in case of UCB
(17 out of 30; 57%). Levis stood second with 13 out
of 30 respondents (43%).
Brand Loyalty is a function of trust.

Levis Is the most trusted brand (27%). UCB stood second with 17% respondents supporting it. Others
category included all the other brands which scored approx 33%.
If we summarize the Loyalty factor, UCB is the leader in the 2 out of 3 questions. Thus, we can infer that
UCB is the most loyal brand among all the 5 brands.
 BRAND AWARENESS
Brand Awareness is the extent to which a brand is known among the public. One of the components of
Branding is Visibility and Brand Awareness is a factor of visibility and recall. Brand Awareness helps in
knowing the familiarity & liking towards a brand by means of logo, name, advertisement, etc. Consumers
with a positive attitude towards a brand will talk about it more and spread brand awareness. It also helps
to know which brand to be considered during the purchasing process (i.e. to what extent does the brand
form a part of the evoked set of brands in a consumers’ mind)

Logo/picture
The awareness was the highest in case of
Pepe Jeans (almost 87% of the respondents
were able to identify the Pepe Jeans logo).
Levis & Reebok stood a close second. The
awareness of UCB is a bit less (almost
67%) when compared to other brands
probably because of the visibility factor.
UCB has high brand recall in the T-
shirts and casual shirts as compared to
other brands but in the jeans category,
Levis is the clear leader with 60% of
the respondents recalling it. UCB has
denim line also but none of the
respondents were able to recall this.
This shows that they are not equally
competent in all the segments and
knowledge about its complete product
line is low.
 PERCEIVED QUALITY
The extent to which a brand is considered to provide good quality products is known as Perceived
Quality. Perceived quality is high when the quality offered by the product/ brand is a reason to buy it.
Level of differentiation, pricing & availability are the functions of Perceived Quality. Perceived Quality
is also a function of the Line/Brand extensions.

• On the basis of this table we can

Total score on the basis of say that the top of the mind
brand in terms quality (Comfort,
quality style, excellent fit, variety) is
120
Levi’s and UCB.
100
• The respondents to rate the
80
brands on a four point scale –
60 Superior, Good, Acceptable and
Poor. These four criteria were
40 given the weightage of 4, 3, 2 &1
respectively.
20

0
ucb spyker levis reebok pepe jeans
Series 1
 BRAND ASSOCIATION
The degree to which a specific product/service is recognized within its product or

service category.
• The above graph we can see that 40% of the respondents
want to be associated with Levis. UCB stood second with
ASSOCIATION WITH 37% respondents wanting to be associated with it. This
BRANDS was followed by Reebok, Pepe Jeans and Spykar with
Reebok ucb levis pepe jeans spyker 13%, 7% & 3% respectively.

7%
3%
13%
• The reasons the respondents chose UCB was majorly
because it had Variety and was perceived to be classy. On
the other hand Levis was chosen because of Comfort and
variety as the top two reasons.

• the main reason for a person willing to associate

himself/herself with UCB is Variety and the reason for
40%
37% recommendation to friends and family is also Variety.
Thus, we can say that Brand Association of a consumer is
high in case of UCB.
 PROPRIETARY ASSETS
They are patents, copyrights, trademarks, trade secrets, and other intellectual property rights. Higher the
number of Intellectual Property Rights a brand has accumulated, higher is the competitive advantage.
The brief list of Proprietary Assets which each Brand owns.

UCB SPYKER LEVIS PEPE JEANS REEBOK

Benetton Spyker Levis Logo Reebok

United colour of Spyker.com Trade names Pepe jeans Graphlite

Benetton
Under colours slogens logo Hexalite

Play life Design marks Service marks The pump

logo logo Dynamax

Killer loop Logo

 KELLER’S BRAND EQUITY MODEL

IDENTITY: How the customers

recognize your brand & differentiate
from others.

MEANING: How the brand creating

performance & image among
consumers.

RESPONSE: How the consumers

feeling about their brand.

RELATIONSHIP: Which types of

bond have between your brand and
your consumers.
 UCB BRAND EQUITY MODEL (KELLER)

Salience Colorful Clothing

Customers recognize United Color Benetton as a colorful

clothing brand. It is the brand who known for their color
combination.

Performance Affordable, Quality, Reliable

United Color Benetton offers high quality clothing at affordable prices for
their customers.
 For Everyone, Worldwide
Imagery

The consumer think the United Color Benetton is the brand for
everyone in the worldwide.

Judgments Trust worthy, Variety, Value for

money

According to the customer, United Color Benetton is trustworthy, different

and reliable with a wide variety of clothing in offer which provides a good
value for the customers.
 Full of energy, Comfort Fun,
Feelings
Satisfaction

Being a consumer of United Color Benetton, they feel its

clothing is full of energy, comfortable, cheerful and satisfies
needs of a customer.

Loyalty, Engagement &

Resonance Attachment

The brand United Color Benetton builds loyal and

engaging relationship with its customers and stay
friendly.
BRAND ASSET VALUATOR

• The method was developed by Young & Rubicam.

• It measures a brand on five fundamental measures of

equity value.

-Differentiation
- Energy
- Relevance
- Esteem
- Knowledge
DIFFERENTIATION

•The degree to which the brand is seen as different from

others.

-Benetton is famous for its unique concepts.

-The meaning of the logo is Uniqueness.
-The style, color scheme and merchandise is very
different from other brands.
-It has unique in house manufacturing process.
-The brand has always been famous for unique
advertising content.
- E.g. racism, unhate campaign are few advertisements..
ENERGY
It measures the brand's ability to meet future
consumer's needs and also to attract new customers.

- Benetton is among top apparel brands

worldwide.
- Although it has lost some of its shine in past
decade to competitors like Zara.
- Still because of its strong brand name and style
statement, Benetton is strong enough to attract
customers towards their offerings.
RELEVANCE
It measures the overall size of the brand's franchise (not
necessarily profitability). - Benetton has a worldwide
presence in 120 countries with 6500 stores.
-The brand is doing well in most of the countries especially
European countries.

ESTEEM
It measures how well the brand is regarded
and respected.
- Benetton has huge fan following with over 5.5
million likes on its Facebook page.
- It is considered as a premium brand and is liked by teens,
youth and even by people in corporate world.
KNOWLEDGE

-It measures how familiar the consumers are

- Benetton is a global brand and is there in the
with the brand.
market since 1960s.
- They are low on promotions and have different
strategy from competitors.
- Because of its strong brand name and
merchandise, they are able to communicate well
with the customers.
 BRAND IDENTITY
•UCB have sponsored many well known events like
Formula 1 and many more. They are known for their
good quality fabrics and designs. The group has a
combine identity comprised of color, authentic
fashion, quality at democratic prices and passion for
its work these are some values that are reflected in
the strong, dynamic personality of the brand United
Colors of Benetton.

•They work in target with many other brands with

their company. Their clothes have international style
that combines energy, colors and practicality. The
colors and finishes of UCB are inspired by the
Mediterranean Environment. They developed the
interior design mood by using a selection of warm,
elegant and honest materials with Italian taste.
• The branding and marketing campaigns have always generated a lot of visibility. The consumer are
switching is on a high end fashion stores which are their competitors.

• Their price wars with other brands in similar segments. They explore the unexplored markets. They
are young designers and well developed collections. Online retail is gaining a lot of importance that
helps UCB to explore them.
 CONCLUSION
• United Colors of Benetton as a brand is one which depends heavily on its marketing
activities.
• It is very aggressive in marketing support there by influencing customers to purchase
its products.
• The brand does not enjoy loyalty if these promotional activities are stopped even
though the brand relevance is high.
• Around 62% people consider that their own rules is their fashion statement. A very
large majority think that UCB is a brand for the young and the adults.
• People say it is a mid-range brand, is not too expensive its competitor men's wear is
opted by many UCB's specialty. It’s unique selling product (USP) is considered as its
attractiveness and catchiness by a majority of the people. At last we came to this
conclusion that UCB is a renowned brand in India and is one of the leading ones., " IT
IS A BRAND DRIVEN DESIGN,NOT A DESIGN DRIVEN BRAND". This clearly
says, UCB is highly known for its brand more than its products.
THANK YOU