营销策划 -蒂芙尼 (Tiffany Co.) 品牌延伸理念.docxVIP

7U×URY

7U×URYBRAND

MANAGEMENT

MANAGEMENT

Tiffany

Co.

Tiffany

TiffanyCo.

AssignmentBrief:

MappingBrandExtensionpossibilities

anddevisestrategiesforanInternational

LuxuryBrand,basedonunderstanding

ofBrandheritageandfuture.

Introduction

TiffanyCo.isalreadychangingitsmarketingstrategy,introducingnew

productsandexpandingitsonlinepresencetoappealtomillennialandGenZshoppers.ThecorecompetenciesofTiffanyandAppleastwobrandsare

alignedtoagreatextent.Hence,thestrengthofthiscollectionTiffany×Appleandourproposedbrandextensionintotech-accessoriesishumongous.

PleaseNote:

ThisisahypotheticalbrandextensionproposalforapossiblecollaborationbetweenTiffanyCo.andApple

Inc.Allbrandingandconceptualizationispartofanacademicproject.

About

TiffanyCo.

·Theyareknownforpristinecraftsmanshipand

exquisitecollectionsofcouturejewelryon

earth.

·Craftsmanship:Tiffanyisrenownedforthe

exceptionalcraftsmanshipandeleganceofitsengagementrings.

·Gemstones:Tiffanyengagementringscan

featureanarrayofgemstonessuchas

diamonds,sapphires,andtanzanite.

·Reputation:TiffanyCo.hasbeen

synonymouswithexceptionalquality,

inventiveness,andluxury.

·TheTiffanylogoisconstitutedofforthwith

recognizablewordmark.Itisanexampleof

elegance,affluenceandlove.

·Theirpositionisdeeplyrootedinanemotional

connectionbetweenconsumerandbrand.Itis

reinforcedbyculturalreferences,cinemaand

celebrities.

●Tiffanybelievesinmaintainingitsluxuryprices.

Offersnodiscounts,Providesfreeshippingwithany

onlinepurchase.

·TheTiffanyclientusually