Giorgio Armani – the Ultimate Fashion Brand, Essay Example

A brand is a symbol, sign, color, or anything that a company chooses to represent them and places it on all of their products. The value of branding to a seller is very important; it is almost always the reason why a buyer buys that product over another. Thus the seller is more likely to sell more of their product compared to another because buyers who love that brand are repeat buyers and usually tell friends and family about the product spreading the word about the product bringing more people to buy it. Brand equity is simply what the brand is worth. If people simply use this brand because they believe it is superior and continue to use it that makes the brand more valuable.

The four brand sponsorship options are; national brand, private brand, co-brand, and licensed brand. A company, when choosing which form of branding to use would have to decide based on the product they offer. If they offer consumables is it better to do a national branding where you are directly responsible for manufacturing, marketing, and distribution, or is it better to manufacture it and allow someone else to put their name on it and sell it, so companies just need to look at their product and figure out which way is going to be more profitable for them.

I do not think that Armani is diluting his image when he is staying inside of the fashion and beauty categories. Fashion and beauty actually go hand-in-hand allowing for Armani to reach more people. I do think that by adding things like hotel and food and things of that nature would take away from Armani’s original focus of beauty and fashion. Armani is already well-known for their products, and he should stick to what he is already doing. Armani could also use a national brand model too, because his product is known nationally, Armani is name that people automatically associate to suits and fine clothing.