Gucci case study Essay Example | Topics and Well Written Essays - 2500 words

Gucci case study - Essay Example This is in terms of its future strategy, vital in enabling its continued growth and competitiveness. A conclusive summary will subsequently recap the analysis, highlighting the critical points of focus and concern. Brand DNA as a term, is often defined as pertaining to both the perceptions and words of consumers, which are contained in their memory; over a given period of time (Hines & Bruce, 2006:35). As a metaphor, the term describes the existing interaction of a brand’s fundamental elements, which eventually lead to the brand’s evolutionary path. To be noted is that branding is more than just the superficial incorporation of sounds, images or colors, but rather it forms an integral part in a brand’s offers; in terms of products and services (Hines & Bruce, 2006:37). Accordingly, branding is important in order to successfully leverage an entity and/or its products, through sending out of desired signals to the public. This necessitates work, which cannot be out-sourced, but rather the need to look inwards at both the organization and its product/service(s) appeal. Thus, in order to effectively brand an entity and/ or its products and services, branding is vital; instrume ntal in the creation of an entity’s brand DNA (Hines & Bruce, 2006:40). Founded by Guccio Gucci in Florence (1921), the brand’s vision towards the luxury niche’ market domination was deeply grounded in Guccio’s ambition. As Jackson (2015) portrays, this was to not only produce, but also market beautifully handcrafted leather products for the wealth/ elite classes of society. Accordingly, he was able to secure a niche’ market, through offering luxury goods under his brand. This was in terms of benefits delivered to the high-end global consumer market, who often visited Italy and the larger Europe. Key to his gradual realization of