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A walk through Luxury land
University of Borås, Swedish School of Textiles.
2010 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis
Abstract [en]

This thesis is about how high level brands communicate their brands to the audience. The thesis consists of analyses of the identity and images of two luxury brands, Gucci and Burberry and two premium brands, Lacoste and Morris. The purpose is to clarify the identity of the brands, by carrying out analysis as well as interviews with key personnel. Furthermore there is an analysis of the advertisement images for the respective brands in order to clarify the brands images. Finally there is an analysis of the alleged conformity between identity and image and also a section about the luxury and premium brand differs, or rather not differ from each other in the identity-image connection. The methods used are Aakers identity system, to establish the respective brands identity. An image analysis with inspiration from Panfosky and leading semoticians are also used to scrutinize the advertising images from the Spring/Summer 2010 campaigns. The results show that there is indeed a good conformation among the brands when it comes to the identity-image connection. The brands identities are thorough and well articulated and the advertisement images are well executed with the identity well in mind which makes for that the campaigns are contributing in building a good brand image among the target audience. There are several areas where the premium brand advertising images congregate with the ones of the luxury brand.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2010.
Series
Magisteruppsats ; 2010.13.13
Keywords [en]
luxury brands, lacoste, premium brands, brand building, fashion marketing, dentity, image, image analysis, gucci, burberry, morris
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-20183Local ID: 2320/6778OAI: oai:DiVA.org:hb-20183DiVA, id: diva2:1312117
Note
Program: Magisterutbildning i fashion management med inriktning modemarknadsföringAvailable from: 2019-04-30 Created: 2019-04-30

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf