Archetype - (archetypal idea behind the brand)
- luxury, wealth,
pleasure, privilege, jewel, treasure
Source - (primitive idea at the basis of perceived
brand)
- jewel of the
highest quality
Identity - (how the brand want to appear)
- reference for
quality and excellence in high jewellery
Relationship - (relationship with the receiver)
- complicity and
offers available only to the privileged, those who are wealthy, who has
taste and can afford the precious objects proposed by maison
Lector - (the ideal receiver of the brand)
- lover of
beautiful things and refined privileged possessor of richness that want to
acquire new jewellery for their aesthetic value and asset value
Modus - (the communication style)
- pride of its
prestige, conscious presentation of the excellent proposals
Literature - (slogan, payoff, jeengle ingrained in the
collective memory related to the brand)
- Magnificent
Italian Jewellery and Luxury Goods
Appearance - (shape, color, music, editing, photography)
- the BVLGARI logo
with V in place of U, in capital letters, as in the ancient Latin
inscriptions on marble. Synonymous with precious jewel, evocative of
antiquity, tradition, roots, history, gemstones large and colorful.
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