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Defining the brand identity of Benetton:Semiotic analysis of company advertisements - Essay Example
Pages 11 (2761 words)
This essay discusses the advertising intentions of Benetton in creating its unique market position identity and also conducts a semiotic analysis of three Benetton advertisements to illustrate the connotative and denotative meanings as it relates to signs and the signified. …
It is evident from the study that, unlike other fashion retailers that utilise differentiation strategies as it relates to product, quality or pricing, Benetton has selected to undertake advocacy advertising to build identity with international consumers. This form of advertising is where the company presents its unique values and beliefs as it relates to a particular social issue. Benetton recognised that the vastness of fashion retail competition limited its ability to provide differentiation from competitors since the majority of rivals produced similar garments and fashion accessories. In order to successfully sell its fashion products to a mass market of consumers, the business required a unique positioning strategy as part of its brand development. Brand positioning is related to how customers will perceive distinctness of one business over competing brands, a cognitive-targeting strategy for how a brand will occupy focus in the consumers’ minds. Benetton is governed by leadership that maintains strong historical ties and current values related to racism and improving equality among all of humankind. The company therefore decided it would be the most viable solution for building a solid brand identity that was recognised and would gain loyalty by promoting these corporate values in all product advertisements. A tiered structure consisted of first omitting the product from advertisement, instead focusing on social advocacy issues. ...
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