The Brand Strategy of Gucci Dissertation Example | Topics and Well Written Essays - 9750 words

The Brand Strategy of Gucci - Dissertation Example The Gucci spirit, which is essentially a passion for a vibrant lifestyle, is kept alive by succeeding generations of creative designers, the more remarkable of whom was the American Tom Ford, noted for his strategic use of sex in design and advertising and currently, the Italian Frida Giannini, who understands best the wants and needs of a Gucci woman. This study includes an analysis of sex as communication and marketing strategy. Gucci, during the time of Tom Ford, communicated in an aesthetically effective manner that Gucci was selling a lifestyle, particularly sexual freedom among women. This is different from promiscuity. Gucci endorsed living a sexually fulfilling life, being in control of feminine sexuality and sexual relationships from a feminist point of view— as conceptualised and executed by Ford’s ad designs. This study also looks into the consumer behavior and the psychology of luxury. The buyers of luxury items are the youth in America and Japan— mostly single career woman staying with their parents; and the older people in Europe. The concluding part evaluates the study’s strength and weakness, as well as mentions details of a proposed topic for future research. Gucci is a brand name synonymous with finely crafted leather bags and shoes; Italian brand of quality, exclusivity, prestige, and luxury. This study seeks to explore how Gucci succeeded as a brand and evolved to iconic status. This study includes a comprehensive literature review of branding as a marketing strategy, and then a discussion of what is branding, and the social equity of Gucci branding. The focus of the research is the branding strategy of Gucci. In order to understand such strategy, the history of the Gucci business empire is traced back to Italy in 1921, when Guccio Gucci first designed a luggage line for high-end hotel guests.

Research Paper (The Impact of Web 2.0) Example | Topics and Well Written Essays - 3000 words

(The Impact of Web 2.0) - Research Paper Example This paper describes the different risks and advantages of Web 2.0 for today’s businesses, identifying several case studies for companies that have tested Web 2.0 functionality to create a better business model and standing among competitors in similar industries. Web 2.0 is considered part of the â€Å"participatory Web† (Decrem, 2006, p.2). It is called participatory because it creates opportunities for internal employees to enhance their communications systems or can even allow customer groups to be more interactive and post various comments or criticisms to help businesses understand their target markets at the marketing and advertising level. Web 2.0, with the assistance of information technology experts, allows current and pre-existing computer and software systems to become inter-linked with many social media sites and interactive forums to build more cost-effective and convenient linkages to the internal and external environment. At the internal level, in terms of operations, businesses are searching for methods to improve their operational processes by â€Å"improving process, performance by leading and controlling processes with a means to measure or improve business function† (Santa, Ferrer, Bretherton and Hyland, 2009, p.156). At the internal level, businesses must be keenly aware of the costs associated with operational elements, all the way from production through the end product delivery, to ensure that they remain within budget and can stay competitive with a highly-evolutionary external business environment. From a critical perspective, Web 2.0 capabilities can improve many different operational components such as improved online advertising or even supply chain by transforming physical distribution to an Internet-based operation of logistics. Web 2.0 also allows business to regain innovation at a time where