Building Brand Culture With Prada, Versace And Other Luxury Brands

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Xiaobian of the network introduces us to how luxury brands like Prada and Versace create brand culture.

If we ask which brands of modern brands are elegant from inside to outside, we have to mention the luxuries on the brand altar.

They are noble and elegant, and stand up in the forest of brands.

They have thousands of years of cultural heritage, or valuable potential of treasure, and become beacons of guiding in all walks of life. They are labeled by the world as "perfect", "expensive", "artistic" and "elegant".

So what can really be regarded as an elegant brand? How can we make the brand elegant from culture to temperament? How do those luxury brands build their own brand culture?

It's the top of the world.

They are all based on the deep accumulation of brand culture and are popular all over the world.

For example, Italy luxury group Prada, in building brand culture and brand operation strategy, actively chooses projects that match and coincide with its brand tonal brand positioning. At the same time developing brand, establishing brand's customer psychological image, integrating brand advocacy into every brand strategy implementation, laying a brand culture benchmark.

The Milan municipal government signed a commitment to join hands with the clothing giant Versace (GianniVersaceSpA) and the publishing giant Feltrinelli to refurbish the famous tourist attractions in Milan, one of the oldest shopping arcades in the world, the Emanuele S arcade (GalleriaVittorioEmanueleII).

The renovation of Emanuele S arcade is expected to be completed before the Expo 2015 Milan.

The most important thing is that luxury brands are good at creating large-scale, sensational art events, or displaying the image of the brand, or showing a strong sense of social responsibility. This makes the already perfect brand rich and extensive.

At the same time, from the strategic action of Prada, we can see that the successful brand strategy is not only the novelty of public relations, but also the effective display of brand unique brand symbols, brand culture and brand connotation.

To maintain the brand culture in every aspect, we can reflect the artistic characteristics and cultural pursuit advocated by the brand from the details.

Another example is Dior brand. In 2013, Dior (Christian Dior) launched a new movie for its brand 60th anniversary celebration, and launched the micro film "secret garden 2: Palace of Versailles" at the Orangeris Of Versailles in Palace of Versailles, Paris, France.

Taking Palace of Versailles as a scene, Inez von Lamsweerde (Inez Van Lamsweerde), who was directed by Vinoodh Matadin (Vindoodh Matadin), created a surreal and poetic picture in the Versailles Palace. In order to shoot and even reproduce the impression of French painter MANET, the film collected 8 beautiful scenes.

The film is full of competition, and the huge Palace of Versailles is the three best place for Dior Lady than America.

Introduction to the micro film: "the Versailles Palace and its surrounding gardens have many secrets that are carefully guarded.

The center of this royal land is hidden in an extraordinary poetic world.

In the depths of this mysterious jungle, there is a dense mist garden, where the flower girl lives. "

Microfilm not only provides a platform for the legendary story of the brand culture, but also brings the actual profits and reputation to the brand, and brings unprecedented spiritual enjoyment to consumers.

For Dior

From the point of view of the world consensus, the Palace of Versailles not only symbolizes the glorious time of the French royal family, but also records many important historical moments of the brand.

Also in 2013, in order to pay tribute to brand 109th anniversary, Rolls-Royce invited 109 honorary guests to launch the "Concours d 'Elegance 2013" and "Centennial heritage of light and shadow accompanying" theme activities in Beijing.

The top collection antique cars on display are attracting much attention and become the most dazzling stars at the scene. This is the first time that Rolls-Royce motor has displayed the top collection antique models and modern modern models in China for the first time in China, showing the glory course of Rolls-Royce automobile in the past century.

Elegant brands are very much alike in building brand culture. In the choice of brand strategy, they choose to focus on the bright spot, temperament, gimmick and other activities to open up the market for deterrence, to dig deep into the connotation of the brand, to express themselves in the form of intuition in activity, and to attract the attention of the whole society and media in a bright and dazzling way, to enhance the brand reputation and influence, to integrate the brand image with brand culture and brand strategy deeply, to show the brand culture and brand tonality with temperament and cultivation, and to make the brand strive for "elegant" and "artistic" road.