De grootste kennisbank van het HBO

Inspiratie op jouw vakgebied

Vrij toegankelijk

Terug naar zoekresultatenDeel deze publicatie

How can Prada make its intellectual character visible to a broader audience while restoring its exclusivity?

Rechten:

How can Prada make its intellectual character visible to a broader audience while restoring its exclusivity?

Rechten:

Samenvatting

QUOTE “Prada’s current target audience demands a more exclusive brand image, while a new generation doesn’t know or understand the intellectual and cultural references that Prada makes.” “Meanwhile, there is a shift from product to knowledge consumption noticeable that asks for a platform that provide content and context to Prada’s brand identity. RESEARCH QUESTION How can Prada make its intellectual character visible to a broader audience while restoring its exclusivity? PROCESS BOOK //Phase One: Preliminary Research: 1. What does intellect mean within a fashion context? 2. Why would a fashion brand aspire to be intellectual? 3. Which fashion brands are known for their intellect and why? //Phase Two: In-Depth Research: 4. What is and could be Prada’s target audience? 5. What are the main problems Prada is facing? //Phase Three: Actualisation: 6. What products/channels should Prada use to reach this target audience? STRATEGIC MARKETING COMMUNICATION PLAN CHAPTER 1. Brand: mission statement; values; marketing mix; a brief history of Prada; brand DNA; brand inspiration; target audience; trends; brand key; brand life cycle; competition. - CHAPTER 2. Strategy: communication strategy; concept; campaign; media planning; references and inspiration; visual guidelines. - CHAPTER 3. Briefings: editorial formula; event briefing; online briefing. – Colophon EVENT GUIDE This guide shows the core of Prada’s Reflections communication strategy and how it can be translated into an interactive series of events.

Toon meer
OrganisatieHogeschool van Amsterdam
InstituutMedia, Creatie en Informatie
Jaar2016
TypeBachelorscriptie
TaalEngels

Op de HBO Kennisbank vind je publicaties van 27 hogescholen

De grootste kennisbank van het HBO

Inspiratie op jouw vakgebied

Vrij toegankelijk