Final Exam Answers

Shokry Ahmed Amin October2021 Advanced Marketing

Answer of Question# 1

About the brand: History

Gucci is an Italian luxury brand. It is one of the most
influential luxury brands in the world. Initially, it
started with fine leather crafted accessories –
handbags, shoes (famous for loafers), and knitwear
and silks with an iconic unique pattern that can still be
seen today.

In 1999, 42% stake of the Gucci group was purchased

for $3 billion by the French Pinault-Printemps-
Redoute (PPR), now known as Kering Group. Gucci
is a company that is known to preserve its heritage
while incorporating modern styles in its range. It has
become one of the world’s most successful Founder of Gucci
manufacturers of high-end leather goods, clothing, and
other fashion products.-toughnickel.com

Gucci today offers various product categories – leather

goods, shoes, ready-to-wear, watches and jewelry, and
beauty products. The unique selling proposition (USP) of
Gucci is its exquisite Italian craftsmanship, providing
customers with high-quality products and great attention to
the design of
CBBE Model of Gucci:

6-Resonance

4-Judgment 5-Feeling

2-Performance 3-Imagery

1-Salience

Brand Identiy:
1- Salience: Broad and deep awareness,
high recognition and moderate
recall heritage brand,active on
social media
Brand Meaning:
2- Perormance: high quality, Modern,
duarable and luxucios
products,
3- imagery:Association with
italian,Heritage,tradition,
emphasize luxury
Brand Response:
4- Judjement
Overpriced, valuble products
5- feeling
Heritage,tradition, emphasize and
prestige
Brand Relationship:
6- Resonance: fashion show, high loyalty
of customers ,More social media
interaction, florence-based call center
provide expertise of GG shops, customer
engaged. - vogebusiness.com
Components of Brand Equity:

Brand awareness: prestigious, well recognized and

well recall for famous ,celebrities , rich People and the
millenniums less 35 around the world except cuba and
north korea. Gucci has remain his logo -double G logo
since 1960.

Brand Knowledge: gucci hase digital plateform to convey the

variety of products, celebrities endorcement, advertisement like
james fracon and jenfer lopez in addition to gucci talk show
compagn.

Perceived Quality: Gucci as luxurious brand take the five

dimensuion of perceived quality (reliability, tangibilty,
responsiveness,assurance,empathy) seriously they provide what
they promise, the tangibility examlify in fatatastic showcase and
quality of material using italian craftsmanship, moreover gucci
products has consistancy over time can be used for long
time(reliability) , poeaple feel authenticity and luxurious ,word
of mouse , “WOW” impression of audience heard in every
fashion show- The new director of gucci, alessandro michle - ,
gucci measure the succes of the brand via the social media.
 Brand Image: association of gucci is mainly considered
as authentic,sophisticated italian and luxurios brand
combine contomporary fashion art with some affect of
nostalgia.

Brand Loyalty: gucci provide after sale service for their

customers like garrantee , in addition to high quality
received by audience , the niche customers most likely
purchace again, gucci build community of his brand online
and received interactive resonance from their customers,
from the previous component of brand equity out of
awareness,knowledge,quality perceived and brand image
,gucci reached high level of loyalty of their customers that
the brand value estimated by 15.6 B according to forbes
web site forbes.com and statista.com

Gucci call center are different

story in order to cope with
recent setback, customer will
able to video chat with
customers will soon be able to
video chat with one of 500
representatives in their plum-
carpeted surroundings. “If the
people are surrounded by
beauty and submerged in the
world of Gucci, the message
that they will have to the
people calling will be exactly
what we want to achieve,”
marco Bizzarri- Gucci CEO
told the wallstreet Journal.

Gucci include a restaurant above

the Beverly Hills boutique by the
Michelin-starred chef Massimo
Bottura (who Bizzarri has known
since childhood) in conjunction
with a cruise runway show slotted
to be somewhere in the U.S.
 Staging retro Branding of Gucci:

- Allow for rediscovery

Reflecting on a century of heritage, Gucci 100

creates a side-by-side tribute to both past and
present exploring the House’s impact on pop
culture over the last century .“Authentic
products, cool, stylish”

- Connect with timeless customers values

Young people feel sense of authenticity; they are a part of

something real

- Stay true but contemporize:

Gucci is revisiting 1960s handbags and other

classics in its latest collection, mixing them with
up-to-the-minute sneakers and logoed
skateboards- gucci.com

Build community:Gucci launched new digital plateform

to unify gucci communities for people and planet to generate
positive change , community envoke alikeminded engaged
individual sharing equitable world ,changemaker intiative-
www.instagram.com/GucciEquilibrium
Development of Reto Branding of Gucci
Marketing strategies and oriemtation can be stated as Gucci went throwgh combine the beatiful
drawing of authentic items like flowers and animal, location with gucci products in which target
audience enjoyed the blend of contemporary arts with classic values.
Target audience of Gucci:
Both male and female ages between
20-50 are the target customers
,recently gucci introduce new line of
childern wears that the target
customer became bigger, people of
high income, artists , celebraties are
the type of target customers

Marketing strategies
Gucci have many strategies to develop the retro branding and attrack the target audience using
the IMC elements such as:
- Unique selling proposition:
authentic italian craftsmanship
- adopt guerrilla Tactics:
gucci is adopt the sopsiticated old themes
that reflect the interest to nostalagia

- Gucci muesem : using old architecture to evoke the

feeling of old building with authentic stylish
products.
- Celebrities Gifting : guccui successed to attrack famus artist by gifting the celebrity a dress or for red carpet
events, this promotional tactics will allow gucci brand placement when celebrity asked while walking in the
red carpet by whom they wear and will inspire target audience for outfit

Social media : recently consider the most effective

communication tool taken by gucci via instgram and
snap chat to attack younger spcially after pandamic
Website : people can enjoyed fun with free the vedeo
streaming, latest products , gifting , book an
appointment and customers service , restraurants and
how visit all social media of gucci via youtup,pintreset,
snapchat, instargram, podcast, twitter and instagram
 Question#3
Personal branding of Amr Diab
ELHADDABA

Amr Dial is Egyptian Megastar singer

,composer and actor born on 1961 in
portsaid, egypt and he is most streamed
egptian artist inside and outside egypt
according to Forbes Middle East.
The personal branding of amr diab has
special attachment as specialist in singing and
music which signify his personality:
- amr diab is a fashion icon and trendsetter for
generation, that the blue pullover wore in his song
tamaly maak clip consider the most outfit spread
amony youth people for several years.

- amr diab is a good amassador for

successifull advertising compaign, the
most successful compaign is for Pepsi
and vodavone which is often attached
with new abbum of amr diab in the
summer
amr diab has massive activism on social media and won
the golden button received from youtub. He has active
accounts in facebook, instagram, twetter and youtube, so
he has big nomber of followers out of 13.6 m
 amr diab showing in the cinema movies like
ice cream in gleem and showing in the
national events like frican nations cup in egypt
and will attend EXPO fair in dubai as
represent the egyptian party , moreover, amr
diab lunched his new perfume on amazon

Unique selling Proposition

of amr diab
Amr Diab use USP tool to attract
people with Egyptian modern music,
everybody in the middle east and Arab
countries waiting the new album
launched in the summer
Egyptian singer Amr Diab has achieved
a Guinness World Record for breaking
the record number of World Music
Awards won by a bestselling Middle
Eastern Artist, according to
a statement on the Guinness website.
Nowadays, Amr Diab is most personal
brand that use his face and gestures on
the advertising of Pepsi to join
happiness and fun in the summer, in
addition to launching his perfume Amr
diab34

Designing of brand mantra of AMR Diab

The brand mantra of personal branding amr diab

can be develoved by components of words that
combine brand function (megastar)
singing,influencer ,composer and actors and
recently product brand , descriptive modifier
(arab) sice he is connecting arab culture and music
and emothional modifier (Excellent ) he is superb
in his field.

AMR DIAB
The most excellent Arab Megastar
Mental Map of Amr Diab Brand

Stylish

Summer Iconic

Megastar Amr fun

Diab

Influencer Egyptian

Energized handsome
 Keller equity brand Model
Resonance(Loyalty): complete
live concert, high interactive on
social medial as trendsetter,
engaged with audience, most

Judgement: audience Feeling: emotional

satisfaction, unique association with
from other, develop happiness, fun, warmth,
Egyptian melodies make people energized
with modern music

Performance: Imagery: strong

excellent melodies and association with
lyrics, fantastic video summer, stylish,
clips handsome, megastar

Salience(identity): high
recognized, high broad and deep
awareness in TV, events, social
media, most sellable album
References:

- the lectures of Dr. Passant Tantawy,

professor of advanced marketing,
AAST, MBA courses 2021.
- Concept and content according to
material of lectures of advanced market
- Gucci.com
- toughnickel.com
- statista.com
- Forbes.com
- Social media of Gucci
- Pictures provided by Pinterest and
google image
- Amr Diab on YouTube, twitter,
Instagram and Facebook

Acknowledge

I would to express my happiness to join the advanced marketing course

lectured by Dr. Passant tantawy – professor of marketing for his effort
exerted by all explanation and visual means and the knowledge was
collected by me to talk the language of brand marketing, many thanks.