Diesel Case- Brand Management

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Brand Identity System ▪ Brand as product Product Class Diesel is a dominant brand within the Denim market and will often be the first brand recalled. Diesel is being strongly associated with Denim. Having people respond `Denim` when Diesel is being mentioned is not nearly as important as having `Diesel` mentioned when denim is needed. This is exactly what Diesel has successfully reached Quality/value Diesel design does not follow established trends. It is largely unaffected by fads occurring within the fashion circles; it is innovative and at times a bit radical, but always shows a careful attention to detail and a focus on quality in the selection of materials and production techniques. Diesel collections effectively precede trends and do not respond to them, while at the same time the emphasis on quality is never compromised. This focus on independent working methods and strong quality almost seems to translate within the company into an attitude towards living - the Diesel way Type of user Diesel is associated with: Those who are aiming for a successful living Those who are aiming for happiness. People who are full of life People having sex-appeal. People that are stylish from head to toe, while wearing Diesel Country of Origin Although coming from the fashion country Italy, the company viewed the world as a single macro culture for which the company creates their brand portfolio and communicates it in one language, English ▪ Brand as a symbol The Diesel logo has remained the same since its origins, when its brand image referred to hard jeans, gas stations, asphalt and bikes. Since then only the motto inside the logo has changed from “only the brave” to “for successful living”.

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