Brand Identity of Armani

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Brand management starts from the concept of brand identity. Brand identity has been defined as a word or a logo, related to a product, that at the beginning has no sense and then, year after year, it acquires a meaning determined by the products and the communications of the past. Firms can’t manage directly the sense behind their brands but they have to manage it through brand identity as perceived by the market.
While brand image is a reception concept, identity is on the sender’s side. Therefore brand image emerges as the overall perception of a brand identity on the market place as driven by brand personality and positioning. Brand personality and positioning are a result of the interplay between different
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For Armani the dress is like an identity, the dress is like the place where to find one without constriction both physical and psychological. Armani portrayed woman is gentle and seducing, self-confident and not requiring to act or dress like a man, nor shout her sex-appeal. She represents the essence of modernity and cosmopolitanism.
Particular attention is devoted to colours that are mild and clear, sometimes strong but without any gaudy identity.
Visual identity One can easily recognize the distinctive sign of Armani's style in his way of communication, contrary to most of fashion advertising campaigns: the product has to be clearly identified as Armani, not mixed with images too modern or too trendy. Boys have to be masculine, not ambiguous; girls have to be modern, but not too seductive. All the images projected by the brand are consistent with the message delivered by the product, starting from the choice of colours.
The message from Armani’s communication is: be yourself in a fine manner; do not mask yourself following trends which do not belong to you, find your own style. In the Armani’s advertising, the woman acts as protagonist, not the product; when she is dressed for success, as at the beginning of 80s, or when she reaches a calm and conscious autonomy (at the end of 80s), or she re-asserts her romantic and sensual vein (at the beginning of 90s) or she claims her achieved equilibrium
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