There must be a no copy and alternative brand image behind each mature brand. In the process of choosing a brand, in fact he also choose his community and public impression. Even you don’t need to speak, the wearing has already expressed everything. There is a so-called standard image in American Middle class that successful man wears Ralph Lauren , his wife is in Dior, the lover dresses Versace, this is their peculiar quality, and it is not produced by random but the brand forms after couple years’ forge and guidance. Take Dior as an example. When John Galliano was charged of the brand, the image of Dior in the heart of French women was a little anility, John took the role of Nicole Kidman in directed by kubrick as the prototype to redefine Dior woman, and through a series of bold and even sexy advertising, he turned the inflexible impression left on people successfully and let Dior brand contact with amorous feeling together. While Versace has always been a sexy brand since its inception.
Sometimes it is hard to imagine that brands input how much manpower and material resources in order to establish and maintain their own image. There was a hot case grain cap once in Burberry , but due to the favour of British skinhead, they thought it damaged the positive image of the Burberry and stopped producting this hat immediately. And Chanel company and the angel perfume fought a famous case, the reason was the latter copied the classic No. 5 perfume of the former . Althoughthe two product components were different , because they had misled the consumers and affectd the image of no. 5 perfume, the court ruled that the angel company was tort, so perfume has the right of image since then.ed hardy The importance of the virtual brand image was proved again, .
Letting commodities represent a kind of crowd is the unique way to success and it also is the kernel of its value. Louis Vuittonto has done his utmost to promote its advertising about quot;core worthquot; for two years , no commodities, but to value the idea. The purpose is just making the brand can better stand for its consumer groups.
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